[/floatr]AFP: To sell in Japan, fashion houses market art of living
In Japan, high fashion is no longer limited to clothing but is becoming an experience in itself, with shoppers seeking a moment of pleasure found on a plate, in a spa or between silk sheets. In one of the world's most lucrative but saturated markets for luxury goods, foreign fashion houses are hoping for critical boosts by venturing into new territories such as hotels, restaurants, and health and beauty services. Italian designers launched the trend in Milan, home to Gucci's coffee shop, Dolce&Gabbana's restaurant, Roberto Cavalli's cafe, Bulgari's hotel, Versace's furniture and Armani's florist. Now their target is Tokyo. "Until now, Japanese wanted luxury clothes and items to last for a long time. But recently they've want to taste luxuries that are ephemeral -- like nice food, cozy spaces or comfortable services," said Maiko Manji, editor-in-chief of fashion magazine Elle Japan. "Designers offering lifestyles is a brand new concept here in Japan as there are very few Japanese designers who have opened restaurants or designed things other than clothes. And Japanese jump at whatever's new," she said..."It's a natural progression for fashion houses to make in a saturated market. The phenomenon of just buying a product has come to an end," said Roy Larke, professor of international marketing at Rikkyo University..."In the West people spend more money on housing or their families whereas in Japan with smaller housing spaces and longer working hours, people are looking for ways to add value to their lifestyles," Larke said. "Here, the problems with day-to-day living are made up by investing hugely into these 'lifestyles'," he said...more...
