In recent years, many companies have sprung up that offer luxury companies ways
to tap the new affluent class, the ‘new rich’ in Japan. Their methods range from high class, exclusive magazines, over
collaboration marketing with exclusive credit card companies such as Diners
Club, to more sophisticated approaches that include the creation of marketing
environments and exclusive clubs and services for a limited audience. Many
companies offer a list of HNWIs and grant their clients access to those
individuals, others offer concierge services or high-class personel for the
execution of events. The quality level of the different solutions varies
tremendously, and most infomaterial was available only in Japanese. This
section offers detailed information on the different concepts.
Traditional marketing analysis - good analysis, bad prediction. Traditional
marketing campaigns . bad analysis, good but short-lived influence on the
brand. Brand narrative marketing - creating brands and trends by entering
networks, feeling the present, creating conversations.
Education systme is formal and stereotyped, encourages conformity, stiffles
freedom of inquiry and critical judgement. Simulations, overdramatization of
self-worth, one-dimensional values system, people used to being judged ----> also in consumption.