日本奢侈品消费者分析.pdf

Japanese Luxury Consumer Emergence of Luxury Consumer 1970s 1980s • Economic boom ‘Prosperous years’ • Expansion of middle class • New found wealth 1970s – 1980s Luxury Consumers • Travel abroad (Europe) • Splash out on luxury • French, Italian, Swiss luxury brands open in Japan Change to Environment 1990s 2000s • Bubble bursts • Decline of middle class income • Social Changes – marriage delay • Demographic– aging population End 2007 – Global Economic Crisis 1990 to 2007: Consumer Behaviour is Stable • Japanese Consumers continue to: • Travel globally • Spend on luxury brands • Luxury house expand in Japan and in Japanese destinations Recent events 2008 Today • Continuing Global economic crisis • Middle class income declines further • 5% decline in 20s 30s age group* * Source: The Wall Street Journal Nov. 26th 2009, Simm J. The Changing Consumer • 2008: 5% decline of Luxury market* • Consumer behaviour attitude maturing • Emergence of Fast Fashion • Travel rate declining * Source: McKinsey quarterly Aug 2009, Brian S The New Consumer Pre-2007 Conformist Reliance on Branding Product Focus Brick and badges head to toe Mortar Today Confident