JAPANACCESS RESEARCH BASIC PROBLEM
LUXURY SOCIETY  l  ROOT & PARTNERS  l  FAS
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What is the basic porblem?
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Issues in Japan
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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.
MARKET RESEARCH
WHAT IS THE BASIC PROBLEM IN JAPAN?
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LUXURY CONSUMPTION IN JAPAN           IS ALWAYS SOCIAL IN NATUR