Skip to main content

The Democratisation of Luxury and the Expansion of the Japanese Market, 1960–2010

  • Chapter
  • First Online:
Global Luxury

Abstract

This chapter discusses how the Japanese luxury market has developed in a climate of rapid economic change in the 1960s, 1970s, and thereafter. The department stores made important contributions to expand the Japanese luxury market through the introduction of affordable luxury products. In order to provide a comprehensive view of the democratisation of luxury in Japan, we examine the role of department stores, which have been the largest outlet for luxury goods in Japan, and the responses and behaviour of Japanese consumers since the 1980s. Finally, we use a quantitative approach to analyse the economic impact on the Japanese luxury market with data on luxury goods sales and disposable income from the ‘Family Income and Expenditure Survey’.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Subscribe and save

Springer+ Basic
EUR 32.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or Ebook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 149.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 199.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 199.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

Notes

  1. 1.

    The Japanese asset price bubble (1986–1991) was an economic bubble during which real-estate and stock-market prices were greatly inflated. In early 1992, the price bubble collapsed. The bubble was characterised by the rapid acceleration of asset prices and overheated economic activity, as well as an uncontrolled money supply and credit expansion.

  2. 2.

    Annual Reports for LVMH in 1989, 1992, and 1996.

References

  • Cardin, P. (1996, April 16). Watashi no rirekisho [My personal history]. Nikkei Shimbun.

    Google Scholar 

  • Chadha, R., & Husband, P. (2006). The cult of the luxury brand: Inside Asia’s love affair with luxury. London: Nicholas Brealey International.

    Google Scholar 

  • Daimaru. (1967). Daimaru 250-nen-shi [Daimaru: A 250-year history]. Osaka: Daimaru.

    Google Scholar 

  • Donzé, P.-Y. (2014). A business history of the swatch group: The rebirth of Swiss watchmaking and the globalization of the luxury industry. Basingstoke: Palgrave Macmillan.

    Book  Google Scholar 

  • Donzé, P.-Y., & Fujioka, R. (2015). European luxury big business and emerging Asian markets, 1960–2010. Business History, 57(6), 822–840.

    Article  Google Scholar 

  • Featherstone, M. (2014). Luxury, consumer culture and sumptuary dynamics. Luxury, 1(1), 47–69.

    Google Scholar 

  • Fujioka, R. (2009). Hyakkaten no kakushinsei to sono hen’yō [The innovation and transformation of Japanese department stores]. In J. Ishii & M. Mukoyama (Eds.), Kourigyō no gyōtai kakushin [The new business model in retailing] (pp. 125–145). Tokyo: Chuokeizaisha.

    Google Scholar 

  • Fujioka, R. (2013). Kōdoseichōki ni okeru hyakkaten no kōkyūka to tokusen brand no yakuwari [Upgrading positioning of department stores and a variety of luxury products during the rapid economic growth period in Japan]. Keizai Ronsō, 187(3), 95–110.

    Google Scholar 

  • Japan Department Stores Association (JDSA). (Ed.). (1998). Hyakkaten no ayumi [The history of department stores]. Tokyo: JDSA.

    Google Scholar 

  • Kapferer, J. N., & Bastien, V. (2009). The luxury strategy: Break the rules of marketing to build luxury brands. New York: Kogan Page.

    Google Scholar 

  • Kikkawa, T., & Takaoka, M. (1997). Sengo Nihon no seikatsu yōshiki no henka to ryūtsū e no impact [Changing lifestyle and impacts on distribution after the Second World War]. Shakai Kagaku Kenkyu, 48(5), 111–151.

    Google Scholar 

  • Kinoshita, A. (2011). Apparel sangyō no marketing-shi [The marketing history of the apparel industry]. Tokyo: Dobunkan.

    Google Scholar 

  • Merlo, E., & Perugini, M. (2015). The revival of fashion brands between marketing and history: The case of the Italian fashion company Pucci. Journal of Historical Research in Marketing, 7(1), 91–112.

    Article  Google Scholar 

  • Mills, D. E., & Schumann, L. (1985). Industry structure with fluctuating demand. The American Economic Review, 75(4), 758–767.

    Google Scholar 

  • Mitamura, F. (2004). Brand business (In Japanese). Tokyo: Heibonsha.

    Google Scholar 

  • Mitsukoshi. (2005). Kabushiki gaisha Mitsukoshi 100-nen no kiroku [Mitsukoshi: A 100-year history]. Tokyo: Mitsukoshi.

    Google Scholar 

  • Moore, C., & Doyle, S. (2010). The evolution of a luxury brand: The case of Prada. International Journal of Retail & Distribution Management, 38(11/12), 915–927.

    Article  Google Scholar 

  • Motoyama, C. (2005). Edokko chosan no hakuraiya ichidaiki [The history of Chōichirō Motoyama]. Tokyo: Shueisha.

    Google Scholar 

  • Nagasawa, S. (Ed.). (2007). Louis Vuitton no hōsoku [The principle of Louis Vuitton]. Tokyo: Toyo Keizai Shinposha.

    Google Scholar 

  • Nakagome, S. (1975). Nihon no ifuku sangyō [The Japanese apparel industry]. Tokyo: Toyo Keizai Shinposha.

    Google Scholar 

  • Okawa, T. (2008). Licensing practices at Maison Christian Dior. In R. Blaszczyk (Ed.), Producing fashion: Commerce, culture, and consumers. Philadelphia: University of Pennsylvania Press.

    Google Scholar 

  • Research Institute of Economy, Trade and Industry (RIETI). (Ed.). (2011). History of Japan’s trade and industry policy (4): Commerce and distribution policy (In Japanese). Tokyo: RIETI.

    Google Scholar 

  • Shiine, Y. (2014). Ginza Hanako monogatari [The story of Ginza Hanako]. Tokyo: Kinokuniya shoten.

    Google Scholar 

  • Silverstein, M. J., & Fiske, N. (2003). Luxury for the masses. Harvard Business Review, 81(4), 48–57.

    Google Scholar 

  • Silverstein, M. J., Fiske, N., & Butman, J. (2005). Trading up: Why consumers want new luxury goods—And how companies create them. New York: Portfolio.

    Google Scholar 

  • Tajima, Y. (Ed.). (1996). 20-seiki Nihon no fashion [Japanese fashion in the twentieth century]. Tokyo: Genryusha.

    Google Scholar 

  • Takahashi, K. (2007). Brand business (In Japanese). Tokyo: Chuo Koron Shinsha.

    Google Scholar 

  • Takashimaya. (1982). Takashimaya 150-nen-shi [Takashimaya: A 150-year history]. Osaka: Takashimaya.

    Google Scholar 

  • Tanabe, K., & Suzuki, T. (2013). Verification of income inequality trends in Japan using multiple income surveys. The Economic Review, 64(2), 119–131.

    Google Scholar 

  • Toya, R. (2004). Erumes [Hèrmes]. Tokyo: Shinchosha.

    Google Scholar 

  • Truong, Y., Mccoll, R., & Kitchen, P. J. (2009). New luxury brand positioning and the emergence of Masstige brands. Journal of Brand Management, 16(5/6), 375–382.

    Article  Google Scholar 

  • Wooldridge, J. M. (2015). Introductory econometrics: A modern approach (6th ed.). Boston: Cengage Learning.

    Google Scholar 

  • Yanagisawa, M. (2002). Depart kakumei [revolution of department stores]. Tokyo: Heibonsha.

    Google Scholar 

  • Yano Keizai Kenkyusho (1984). Kaigai raisensu burando no genkai to kongo no kadai [Limitations and future challenges of licensed goods]. Osaka: Yano Keizai Kenkyusho.

    Google Scholar 

  • Yano Keizai Kenkyusho (2011). Import market & brand nenkan [Yearbook of import market and import brands]. Tokyo: Yano Keizai Kenkyusho.

    Google Scholar 

  • Yui, T. (Ed.). (1991). Saison no rekishi [The history of Saison]. Tokyo: Libroport.

    Google Scholar 

Download references

Acknowledgement

This chapter was supported by the DS-LAB Project (Practical science approaches for data mining business applications) at Kansai University, funded by Japanese Ministry of Education, Culture, Sports, Science and Technology for Strategic Collaboration between Private Universities.

Author information

Authors and Affiliations

Authors

Editor information

Editors and Affiliations

Rights and permissions

Reprints and permissions

Copyright information

© 2018 The Author(s)

About this chapter

Cite this chapter

Fujioka, R., Li, Z., Kaneko, Y. (2018). The Democratisation of Luxury and the Expansion of the Japanese Market, 1960–2010. In: Donzé, PY., Fujioka, R. (eds) Global Luxury. Palgrave, Singapore. https://doi.org/10.1007/978-981-10-5236-1_7

Download citation

Publish with us

Policies and ethics