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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)
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The evolution of the Japanese customers during the various expansion phases of the Fashion Luxury Brands
Phase 2 economic boom
Phase 3luxury brands enter directly in the Japanese
market
Phase 4 recognition of the strategic importance
Phase 1JP discovers fashion
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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
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Phase 2The years of economic boom (1970 -1980)
• The Japanese tourists “discover” the European shopping capitals
• Customer profile: upper part of the pyramid
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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
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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
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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
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Hong KongHarbor City
Opening date: 1966Harbour City houses around 700 shops, including 50 restaurants and 2 cinemas
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Hong KongCentral
Opening date: (2000 ~ )
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Shenzhen Mix City Mall
Opening date: April 2004
The Mall houses the largest boutique Gucci, Prada and Louis Vuitton present in the Asia-Pacific region.