世論 What Japan Thinks

I have zero interest in brand bags, and fortunately my wife grew out of her habit long before we met, but looking at this recent survey from iShare into second-hand, pawned and rental brand bags I see there are still a lot of addicts out there!

Demographics

Between the 19th and 25th of November 2009 502 members of the CLUB BBQ free email forwarding service completed a private internet-based questionnaire. 53.2% of the sample were male, 33.5% in their twenties, 33.5% in their thirties, and 33.1% in their forties.

It’s quite amazing to see that just about one third of the younger Japanese female population has bought a brand bag and another fifth have had one bought for them, but then again when out and about at the weekend it does seem like half the girls are carrying an LV tote…

Research results

Q1: Overall, what do you think about the retail price of overseas brand bags like Gucci, Louis Vuitton, Fendi, Chloe, etc? (Sample size=502)

	All	Male N=267	Female N=235
Expensive	76.1%	77.2%	74.9%
Can’t say either way	22.7%	20.6%	25.1%
Cheap	1.2%	2.2%	0.0%

Q2: Do you feel reluctant to buy overseas brand bags from a second-hand shop? (Sample size=502)

	All	Male N=267	Female N=235
Yes	55.6%	53.9%	57.4%
No	44.4%	46.1%	42.6%

Q3: Do you feel reluctant to buy overseas brand bags from a pawnbroker? (Sample size=502)

	All	Male N=267	Female N=235
Yes	58.6%	54.7%	63.0%
No	41.4%	45.3%	37.0%

Q4: The store Ginzo (Silver Warehouse) at Shinjuku West Exit, a dealer in brand bags, jewelry, etc, has recently started a 500 yen per night rental service for overseas famous brand bags. Might you like to try out this service? (Sample size=502)

	All	Male N=267	Female N=235
Definitely want to	2.4%	3.0%	1.7%
Would want to try it once	17.7%	13.9%	22.1%
Don’t particularly want to use it	79.9%	83.1%	76.2%

Q5: Have you ever bought a famous overseas brand bag? (Sample size=502)

	All	Male N=267	Female N=235
Yes	28.1%	23.6%	33.2%
No, but got bought one	15.1%	8.6%	22.6%
No, nor received one	56.8%	67.8%	44.3%