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What is the potential of the Japanese market, for Swedish fashion brands operating in the affordable luxury segment for women?

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What is the potential of the Japanese market, for Swedish fashion brands operating in the affordable luxury segment for women?

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AIM The aim of the research-report is to inform Swedish fashion brands operating in the affordable luxury segment for women, about the market potential of the Japanese market. With the attention on China as number one luxury market in 2025, the potential of Japan, which comes in a second place, is overlooked. Moreover, research-companies often do not distinguish the affordable luxury segment as separate market. With the goal of informing Swedish affordable luxury brands about Japan’s market-potential, this report will answer the following research-question: RESEARCH QUESTION What is the potential of the Japanese market, for Swedish fashion brands operating in the affordable luxury segment for women? SUB-QUESTIONS 1. What are macroeconomic developments influencing the Japanese market? 2. How does the offer and competitiveness of the affordable luxury segment for women in Japan look like? 3. How does the demand of the female, Japanese affordable luxury consumer look like? ADVICE The advice is based on the research report. It is a strategic expansion plan for Swedish fashion brand HOPE, about whether or not to expand into the Japanese affordable luxury segment for women and how.

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelorscriptie
TaalEngels

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