The thesis deals with the process of digitalization of the market of luxury brands in Japan, where the share of integration of businesses on digital platforms is less than 10%. Japan's internet penetration, meanwhile, accounts for more than 90%, and online shopping is conducted by more than 80% of Japan's population. The purpose of this thesis is to study the historical background and cultural and societal factors that influence the way luxury brands are consumed in modern Japanese society. The central research questions of the thesis are: What are the social and cultural factors influencing modern Japanese consumption of luxury brands? What factors influence the digitization process of luxury brands in Japan?
Through a literature analysis, analyzes of consulting companies' reports and statistical reports, I identified the following as the most important factors influencing modern Japanese consumption of luxury brands: the millennial generation's consumer dynamics, the mature market of luxury brands influencing rational consumption, the importance of expressing individuality in the context of Confucian collectivist tradition, the importance of department stores as a stage of consumption, and the growing popularity of social media and online shopping. The digitalization process of the Japanese luxury market is influenced by the importance of department stores as the main sales medium, by the underdeveloped online business integration of luxury brands, and by the underdeveloped digital financial technology lanscape present in Japan.
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