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Unveiling the changing Japanese luxury consumer mindset: is luxury consumption moving from a social marker approach to social differentiation
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The thesis presents a comprehensive analysis of the evolving luxury consumption patterns
among Japanese millennials through qualitative interviews. It identifies three distinct
archetypes: The Individualist, driven by personal preferences and individuality; The Social
Marker, adhering to traditional luxury values for societal recognition; and The Hybrid, blending
both traditional and individualistic tendencies. These archetypes reflect shifts in societal norms,
globalization, and generational influences.
As Japan experiences a transition toward individualism, luxury brands must strategically adapt
to maintain relevance by balancing unique experiences for young consumers and preserving
heritage for older ones. The thesis also offers insights for luxury brands to navigate and succeed
in the evolving Japanese luxury market.
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Luxury consumption Social marker Japanese millennials Luxury marketing CEMS MIM