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.

Acquiring customers for luxury brands must be differentiated by wealth level and the customer's marketing exclusivity, meaning the inclination of a consumer to be not receptive for mass marketing environments and mass media. The theory is that the higher the wealth level, the less receptive the customer is to normal marketing channels. The introduced concept of marketing exclusivity offers a way for luxury companies to assess their own customers and to find channels that will be able to establish a connection. It offesr a way of categorizing environments and situations by the differences in marketing activities that are possible there. Marketing is not only created by companies`marketing department. It is created in interaction with the cutsomer. The most exclusive of all environments is personal communication between high-class indivuduals. This exclusive word of mouth is what luxury companies should aim for.