INDEX • Phase 1: Japan discovers fashioin luxury brands (1960 – 1970) • Phase 2: The years of economic boom (1970 -1980) • Phase 3: The fashion luxury brands enter directly in the Japanese market (1980 ~) • Phase 4: The fashion luxury brands recognize the strategic importance of the Japanese market (2000 ~) • New Phase? The de-escalation / the development of the Chinese market (2008 - 2013)
Phase 2 economic boom Phase 3 luxury brands enter directly in the Japanese market Phase 4 recognition of the strategic importance The evolution of the Japanese customers during the various expansion phases of the Fashion Luxury Brands Phase 1 JP discovers fashion
Phase 1Japan discovers Fashion Luxury Brands (1960 – 1970) • the phase of the importers / the Japanese distributors: the pioneers: • Motoyama – Sun Motoyama: Gucci, Hermes, Ferragamo, Etro, Bally • Horita – Sanki Shoji: Prada, Krizia, Cartier, Hugo Boss, Max Mara • Kashima – Sannfreres: Louis Vuitton, Versace, Valentino • Customer profile: top of the pyramid
Phase 2The years of economic boom (1970 -1980) • The Japanese tourists “discover” the European shopping capitals • Customer profile: upper part of the pyramid
Phase 3The fashion luxury brands enter directly in the Japanese market (1980 ~) • The Joint ventures phase • The growth in the Department Stores • Customer profile: middle upper part of the pyramid
Phase 4The fashion luxury brands recognize the strategic importance of the Japanese market (2000 ~) • 2001 Hermes (Ginza) – Renzo Piano • 2003 Prada (Omotesando) – Herzog & de Meuron • 2004 Chanel (Ginza) – Peter Marino • 2004 Tod`s (Omotesando) – Toyo Ito • 2006 Gucci (Ginza)– James Carpenter • 2007 Giorgio Armani (Ginza) - Massimiliano Fuksas • Customer profile: the whole pyramid
New phase?The de-escalation / the development of the Chinese market (2008 - 2012) • 2008 the collapse of U.S. bank Lehman Brothers: the bursting of the bubble? • 2009 Louis Vuitton gives up the plan of opening a new mega store in Ginza, Gap takes over the location • 2009 expansion of the fast fashion brands • 2010 China overtakes Japan and becomes the world second largest economy and luxury market (after U.S.A.) • 2011 Gap opens a new store in Ginza in the former location of Louis Vuitton • Customer profile: middle upper part of the pyramid
Hong KongHarbor CityOpening date: 1966 Harbour City houses around 700 shops, including 50 restaurants and 2 cinemas
2010 China overtakes Japan and becomes the world second largest luxury market
Beijing China World MallOpening date: 1990. The first shopping mall in China.
Shenzhen Mix City MallOpening date: April 2004The Mall houses the largest boutique Gucci, Prada and Louis Vuittonpresentin the Asia-Pacific region.
GRAZIE • ありがとうございました • 谢谢你