3 Foreign Luxury Companies that have expanded in Japan

Japan’s luxury market presents a unique landscape for foreign companies. Yet, despite its cultural intricacies and fierce competition, some brands have carved out coveted spaces for themselves. Let’s explore 3 foreign companies that have expanded into Japan’s luxury market: Dior, Rimowa, and Marni.

Note: This blog post is created for informational purposes only. GLOBAL ANGLE is an independent entity and is not affiliated with the companies mentioned in this article. The information provided is based on publicly available sources and does not constitute endorsement or representation of these companies by GLOBAL ANGLE. Any views or opinions expressed in this blog post are solely those of GLOBAL ANGLE and do not necessarily reflect the views of the mentioned companies.

1. Dior

Starting their journey with Japan from 1950, Dior has demonstrated their appreciation for local aesthetics. The French fashion brand has launched limited-edition collections inspired by Japanese art and culture. Dior also exhibits fashion showcases in the country with the intention to pay tribute to Japanese culture. This blend of global luxury with a touch of Japan resonated deeply with discerning customers. To add on, they ensure that they keep up with the growing e-commerce market by launching their own Japan-based online brand store.

2. Rimowa

Rimowa, a luxury luggage brand company from Germany, has demonstrated their presence in the Japanese market. The brand prides itself on the quality of their products, lifetime guarantee, and expert customer service. With these in mind, it caters to the consumers’ expectations of reliable post-sales experience. This company has also carried out an exhibition in Tokyo to celebrate its 125th anniversary for their Japanese consumers to appreciate their history.

3. Marni

Marni is a fashion house brand originating from Italy. Currently, Marni has 1 branch in Tokyo since 2000 and there are 28 points of sale located across the country. In 2023, the company chose to unveil their fall collection in Tokyo. This is due Japan being one of the fashion house’s most important markets as the country accounts for 23% of the company’s total sales.

Takeaway

Success in the Japanese luxury market demands cultural sensitivity, strategic adaptation, and a focus on customer connection. To ensure success, brands should conduct Japan market research to explore the potential of how they can fit into the market. By understanding local preferences and creating unique experiences, foreign brands can not only survive but thrive in this competitive landscape.