The Word Works

Consuming Japan


Five Market Trends

Published By: wordworker on 05/02/06
Categories: Marketing

Based on Dentsu Consumer Research analysis of 2005 hit products,  market trends in Japan can be summarized in five key words: Gorgeous (??), Connection (?A), Clever (??),  Mature (?n), Different (??).

The April, 2004 edition of the Marketing Communications Executives International (MCEI) Bulletin reports on a presentation by Dentsu Consumer Research chief Shojiro Ishikura analyzing hit products in 2005 and projections for 2006. The focus is on five key words: Gorgeous (??), Connection (?A), Clever (??),  Mature (?n), Different (??).
“Gorgeous” reflects the consumer desire for self-indulgence in small, visible luxuries, made possible by an improving economy.
“Connection” reflects the proliferation of networks stimulated by cell phones, broadband and wireless Internet.
“Clever” reflects consumer sophistication, coupled with a desire to avoid waste and risk.
“Mature” reflects Japan’s aging society in which, more than ever, purchasing power is shifting to older generations.
“Different” reflects the cultivation of small, cultlike special interests.



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