In Japan, the haute couture does not limit itself any more only to fashion but also explores the domains of gastronomy, hotel business and even the thermal baths, to satisfy rich customers who are always attracted by luxury and by refinement.
Japan, where it is common even for a woman of medium class to have several luxury brands bags, is one of the most profitable markets of the world for the luxury industry. But it is also one of the most saturating, pushing the big foreign houses of dressmaking to diversify.
" Until now, Japanese wanted clothes and luxury articles which lasted for a long time. But newly, they developed a taste for the ephemeral luxury” explains Maiko Manji, chief editor of the magazine Elle Japan.
To open restaurants, coffees, chocolate makers or spas is a way for the luxury groups to find a second breath in the archipelago .
In November, the Italian designer Giorgio Armani opened his store-headlight in Tokyo, one twelve-storeyed building in the middle of the ultra-upper-crust quarter of Ginza. Put apart the fashion store, he also opened Armani Casa (furniture store), an italian restaurant, a SPA, and a private club.
The Italian jeweller Bvlgari opened his store-headlight in OmoteSando and a coffee next to its competitors ( Chanel, Cartier)
Restaurants Armani or Bvlgari serve 8.500 - 20.000-yen dinners .A treatment of one hour and a half in the spa Armani costs 45.000 yens.
Faced to the strong competition in the luxury market in Japan. Luxury brands are successfully diversifying their activities to look different.
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