The real story... behind post 3/11 luxury

The experience of the March 11th 2011 earthquake has made millions of Japanese people reconsider priorities.

The real story… behind post 3/11 luxury

Dave McCaughanMcCann WorldGroup Asia Pacific

"Because you never know what happens tomorrow… I want to distinguish what's REALLY necessaryfor me" or so said a middle-aged Tokyo women in a focus group in August 2011. The experience of the March 11th 2011 earthquake and the ongoing threat of the radiation scares has made millions of Japanese people reconsider priorities. And you might think that luxury purchases would take a back seat in such pressured times. The real truth is rather mixed. While overall luxury spending may be down slightly it is...

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