{"id":15251,"date":"2016-01-26T11:24:38","date_gmt":"2016-01-26T11:24:38","guid":{"rendered":"https:\/\/www.japanbuzz.info\/?p=15251"},"modified":"2023-05-09T13:49:43","modified_gmt":"2023-05-09T12:49:43","slug":"luxury-brands-campaigns-in-japan","status":"publish","type":"post","link":"https:\/\/www.japanbuzz.info\/luxury-brands-campaigns-in-japan\/","title":{"rendered":"Luxury Brand Campaigns in Japan"},"content":{"rendered":"

Since the 1980\u2019s people have welcomed\u00a0luxury brands in Japan. \u00a0Many Japanese people are\u00a0fond of history &\u00a0tradition, so the stories of luxury brands resonate well. \u00a0Customers buy luxury brand products to express their identity or wealth, however recently\u00a0due to the recession, many\u00a0people can\u2019t afford them. \u00a0In addition, national and international mega fast fashion retail shops play an important role in the Japanese fashion retail industry. \u00a0Some people no longer show their identity by wearing the clothes and spend less at good quality stores like Uniqlo.<\/p>\n

These challenges effect luxury brands, however\u00a0many are still succeeding by effectively involving the consumer through\u00a0the use of digital marketing.<\/span><\/p>\n

Hermes \u2014\u00a0<\/strong>Fashion show in Japan<\/strong><\/p>\n

As a means of PR, The Hermes 2015-2016 FW Collection was held June 2015 in Japan, even through the same collection had been held in Paris. In this campaign, Hermes selected a number\u00a0Japanese fashion influencers and let them advertise the campaign<\/a> via Instagram. \u00a0In addition, Hermes collaborated with WWD JAPAN\u00a0who constantly posted the looks the models wore and reported the latest information via the campaign site and social media. \u00a0<\/span><\/p>\n

This campaign\u00a0successfully used\u00a0fashion influencers and Instagram, to help the consumers feel familiar with the luxury brand.<\/p>\n

\u00a0 \u00a0\u00a0\"Hermes2\"<\/a><\/strong><\/strong><\/p>\n

\u00a0 \u00a0 \u00a0\"Hermes\"<\/a><\/p>\n

Hermes \u2014 Snow Dome in your hands<\/strong><\/p>\n

This campaign was held in the Ginza and Osaka Hermes shop in December, 2014. \u00a0People could create a\u00a0digital snow dome, where the customer was superimposed\u00a0inside the snow dorm. \u00a0After taking a picture inside the snow dome at\u00a0each store, the customer received a\u00a0QR code. \u00a0When entering the code on the campaign website, the customers could\u00a0get their own shareable snow dome. \u00a0They could share this on social media, and also send the message as a Christmas card. \u00a0This campaign allowed\u00a0people to be involved in the Hermes\u2019s brand experience. \u00a0It is an effective way to increase fans of the brand.<\/span><\/p>\n

\u00a0 \u00a0 \u00a0 \u00a0 \u00a0\"Snow<\/a>\u00a0 \u00a0 \u00a0 \u00a0\u00a0\"Snow<\/a><\/strong><\/strong><\/p>\n

Burberry \u2014\u00a0Burberry Line Campaign<\/strong><\/p>\n

Burberry started to cooperate with Line, as a Global Partner from February, 2015. \u00a0The brand has a Line official account and started to publish the latest news & information on the biggest communication platform in Japan. \u00a0They also created the Burberry official Line sticker, so that many people can use the sticker as a communication tool. \u00a0In June, Burberry broadcasted \u201cBurberry Prorsum Menswear SS collections 2016\u201d via Line Live cast, which is a realtime broadcasting service in Line. \u00a0The brand gained 180,584 viewers, many of these jumped onto the EC site after watching the collection, and were able to buy coats & bags shown in the collection. \u00a0Burberry uses digital marketing actively and will be expected to launch a\u00a0new digital campaign to approach the younger generation in Japan.<\/span><\/p>\n

\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0\"Burberry2\"<\/a><\/strong><\/strong><\/p>\n

Fashion trends and the consumer behaviour are constantly changing in this era. \u00a0Marketers should change their marketing strategy to be more flexible depending on the situation. \u00a0The common features seen in these three campaigns are that consumers enjoy participating in the campaign and getting familiar with the brands. \u00a0Both Hermes and Burberry are trying to enable\u00a0Japan’s younger generation brand loyalty by using the Instagram and Line. \u00a0These types of campaigns are\u00a0not used on only one channel, brands use various marketing<\/a> channel such as owned media, social networks and the physical store window. \u00a0Optimising media integration\u00a0and gaining brand loyalty are the key elements for Luxury Brands to succeed in Japan.<\/span><\/p>\n

http:\/\/www.maisonhermes.jp\/<\/a><\/span><\/p>\n

https:\/\/www.wwdjapan.com\/focus\/special\/201516hermes\/6535<\/a><\/span><\/p>\n

http:\/\/www.fashionsnap.com\/the-posts\/2014-12-21\/hermes-snowdome-2014\/<\/a><\/span><\/p>\n

http:\/\/www.fashion-press.net\/news\/14312<\/a><\/span><\/p>\n

https:\/\/jp.burberry.com\/<\/a><\/span><\/p>\n

http:\/\/www.excite.co.jp\/News\/fashion\/20150917\/Fashion_headline_12319.html<\/a><\/span><\/p>\n

http:\/\/prtimes.jp\/main\/html\/rd\/p\/000000118.000002612.html<\/a><\/span><\/p>\n

http:\/\/wired.jp\/2015\/02\/23\/burberry-line\/<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Since the 1980\u2019s people have welcomed\u00a0luxury brands in Japan. \u00a0Many Japanese people are\u00a0fond of history &\u00a0tradition, so the stories of luxury brands resonate well. \u00a0Customers buy luxury brand products to express their identity or wealth, however recently\u00a0due to the recession, many\u00a0people can\u2019t afford them. \u00a0In addition, national and international mega fast fashion retail shops play…<\/p>\n","protected":false},"author":1,"featured_media":15244,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_mbp_gutenberg_autopost":false,"footnotes":""},"categories":[109],"tags":[438],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\n\t\t