世論 What Japan Thinks

infoPLANT recently took a look at one of the first things that strikes many visitors to these shores, the interest in and habits surrounding high-class brand-name clothes, accessories and jewelry. Although this research was conducted by infoPLANT’s usual method of a self-selecting call for participants sent out through NTT DoCoMo’s iMode menuing system, the self-selecting nature should not have too averse an effect on the replies, I believe.

Demographics

Over a week between the 20th and 27th of February, 4,989 mobile phone users successfully completed the survey. 34.9% of the group was male, 2.8% were in their teens, 32.8% in their twenties, 43.1% in their thirties, 18.3% in their forties, and 2.9% aged fifty or older.

I don’t think I’ve actually ever bought a posh brand item myself, and the only interest I have in them is ensuring I drag wifey away as quickly as possible whenever she sets her eyes upon them! She used to be quite a bit of a brand freak, but she’s mostly recovered now! As I’ve got small wrists, I can’t even wear the average posh watch without it looking far too chunky, not that I’d want to anyway, as Rolex wearers always gives me the impression of being dodgy second-hand car salesmen.

Research results

Q: How interested are you in high-class clothes, accessories, and jewelry brands such as Hermes, Cartier, etc? (Sample size=4,989)

	All	Male N=1,742	Female N=3,247
Very interested	11.6%	8.7%	13.2%
Quite interested	37.0%	27.0%	42.3%
Not really interested	33.0%	35.8%	31.5%
Not at all interested	18.5%	28.6%	13.0%

For men, there were two peaks of interest in brands; in their twenties and aged 50 or older. For women, there was a single peak in the twenties.

Q2: What is your most favourite high-class clothes, accessories, or jewelry brand? (Sample size=4,989, free answer)

Rank	Brand
1	Louis Vuitton
2	Guchi
3	Hermes
4	Cartier
5	Coach
6=	Bulgari
6=	Chanel
8	Tiffany
9	Prada
10	Christian Dior
11	Burberry
12=	Rolex
12=	Dunhill
12=	Vivian Westwood
15	Armani
16=	Fendi
16=	Dolce and Gabbana
18=	Ferragamo
18=	Omega
20=	CELINE
20=	Ralph Lauren
20=	Yves Saint-Laurent
20=	Chloe
20=	Versace
25=	Chrome Hearts
25=	Paul Smith
25=	Hunting World
25=	Gaultier
25=	Folli Follie
25=	Franck Muller
25=	agnes b.

Q2: What is your most favourite high-class clothes, accessories, or jewelry brand? (Sample size=4,989, by sex, free answer)

Rank	Male N=1,742	Female N=3,247
1	Louis Vuitton	Louis Vuitton
2	Guchi	Guchi
3	Hermes	Hermes
4	Bulgari	Coach
5	Cartier	Cartier
6	Prada	Chanel
7	Chanel	Tiffany
8	Dunhill	Bulgari
9	Rolex	Christian Dior
10	Burbery	Prada

Q3: About how often do you buy these sorts of high-class brands from Q2? (Sample size=4,989)

	All	Male N=1,742	Female N=3,247
Twice or thrice a month	0.3%	0.5%	0.1%
Once a month	0.5%	0.9%	0.4%
Once every two or three months	2.5%	2.9%	2.3%
Once every six months	8.0%	7.6%	8.3%
Once a year	16.1%	14.4%	17.1%
Once every two or three years	18.9%	15.3%	20.9%
Less than that	27.4%	26.5%	27.9%
Never bought any	26.2%	32.0%	23.0%

Q4: For what reasons do you buy high-class brands? (Sample size=3,683, multiple answer)

	All	Male N=1,184	Female N=2,499
No particular reason, just want to buy	36.7%	35.9%	37.1%
When I get bonus or other salary boost	30.2%	27.4%	31.5%
When current item gets too old	27.7%	28.3%	27.4%
Birthday	25.0%	21.7%	26.5%
Christmas	11.5%	12.0%	11.3%
When I need the item	10.9%	14.6%	9.2%
Other present-giving time	8.5%	8.9%	8.3%
When new item comes on the market	6.7%	5.6%	7.2%
Other	13.5%	10.2%	15.0%

Q5: What sort of information or services would you like to see on a high-class brand’s mobile web site? (Sample size=3,683, multiple answer)

	All	Male N=1,184	Female N=2,499
Information on new items	43.3%	30.7%	49.2%
Catalogue request	28.8%	22.3%	31.8%
Information on standard items	28.7%	23.0%	31.5%
Shop information	22.9%	19.8%	24.4%
Mobile shopping	17.6%	16.6%	18.1%
After-sales service information	14.4%	9.5%	16.8%
Site membership service	13.7%	10.1%	15.4%
Mail magazine registration	7.7%	9.0%	7.1%
Wouldn’t use a brand web site	27.5%	35.8%	23.5%

Q6: On a high-class brand’s mobile web site, what sort of exclusive member services would you like to see offered? (Sample size=2,672, multiple answer)

	All	Male N=760	Female N=1,912
Product sample presents	77.4%	69.9%	80.3%
Exclusive event invitations	39.4%	33.9%	41.5%
Mobile phone site exclusive product purchase	38.6%	35.5%	39.8%
Ordinary item mobile phone-based shopping	31.4%	26.7%	33.3%
Brand logo mobile phone wallpaper	28.4%	26.4%	29.1%
Brand-related application download	11.7%	14.1%	10.8%
Product-based mobile phone wallpaper	8.1%	8.2%	8.1%
Other mobile phone wallpaper	4.2%	3.6%	4.4%
Other	3.7%	5.0%	3.1%