Yano Research Institute conducted an online user survey on international brands in June of this year. The survey targeted men and women aged 18 to 29 living in the Kanto and Kansai regions who had purchased international brand products (apparel, bags, leather goods, shoes, and watches, excluding T-shirts) within the past two years. A total of 6,220 people, including 3,018 men and 3,202 women, responded. Regarding the consumption tax increase, 66.2% of respondents answered that it would have no or only a small impact on their purchases of international brand products, with some saying, "I think I'll still buy products I want when the tax increase increases, but I'll make fewer impulse purchases," and others saying, "I might stop buying at first, but once I get used to it, I'll start buying again if there's something I want." Only 13.2% said it would have a "significant or significant impact," suggesting that international brand users will not be significantly affected by the tax increase. 4.2% said they "only buy at the regular price" when purchasing international brands, and 27.2% said they "often buy at the regular price." On the other hand, 46.0% of respondents said they "often purchase at sale prices" and 22.6% said they "only purchase at sale prices," meaning that approximately 70% of people overall prefer to purchase at "sale prices." When broken down by age, younger people under 37 tend to "often purchase at regular prices," while the middle-aged and elderly people aged 38 and over have a higher proportion of "only purchase at sale prices."
When asked about sales methods that "damage the brand image," "sales at discount stores" (41.6%) was cited as a major difference compared to "sales at outlets" (22.3%) and "online shopping" (16.7%).
We set up 10 categories for user ratings of overseas brands and ranked the brands with the highest ratings in the current market by a number of points. Topping the list was Louis Vuitton (16.3 points), followed by Hermes (14.9 points), Burberry (14.3 points), Gucci (13.9 points), Tiffany & Co. (13.7 points), Coach (13.5 points), and Chanel (13.4 points), demonstrating the consistent strength of classic brands. The above brands are roughly proportional to their sales volume in the domestic overseas brand market, suggesting that high user ratings are directly linked to overseas brand purchasing behavior.
When asked about sales methods that "damage the brand image," "sales at discount stores" (41.6%) was cited as a major difference compared to "sales at outlets" (22.3%) and "online shopping" (16.7%).
We set up 10 categories for user ratings of overseas brands and ranked the brands with the highest ratings in the current market by a number of points. Topping the list was Louis Vuitton (16.3 points), followed by Hermes (14.9 points), Burberry (14.3 points), Gucci (13.9 points), Tiffany & Co. (13.7 points), Coach (13.5 points), and Chanel (13.4 points), demonstrating the consistent strength of classic brands. The above brands are roughly proportional to their sales volume in the domestic overseas brand market, suggesting that high user ratings are directly linked to overseas brand purchasing behavior.
