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FASHION LUXURY BRANDS IN JAPAN AND CHINA

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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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2001 Hermes (Ginza) – Renzo Piano

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2003 Prada (Omotesando) – Herzog & de Meuron

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2004 Chanel (Ginza) – Peter Marino

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2004 Tod`s (Omotesando) – Toyo Ito

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2006 Gucci (Ginza) - James Carpenter

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2007 Giorgio Armani (Ginza) - Massimiliano Fuksas

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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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2011 GAP (Ginza)

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Hong Kong

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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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Hong KongIFC Mall

Opening date: July 2003

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2010 China overtakes Japan and becomes the world second largest luxury market

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Beijing China World Mall

Opening date: 1990. The first shopping mall in China.

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Beijing Shin Kon Place

Opening date: April 2007

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Shanghai Plaza 66

Opening date: April 2001

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Shanghai IFC Mall

Opening date: 2010

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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.

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Guangzhou La Perle

Opening date: January 2004

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Hangzhou Hangzhou Tower Opening date: 2008

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Chengdu Landmark

Opening date: September 2010

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Shenyang Charter

Opening date: 2006

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MacauWynn

Opening date: September 2006

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• GRAZIE

• ありがとうございました

• 谢谢你