Retail and Fashion Marketing to the Modern Day Japanese Consumers
Open Access
Author:
Robertson, Carla Hanaco
Area of Honors:
Japanese
Degree:
Bachelor of Arts
Document Type:
Thesis
Thesis Supervisors:
Jonathan Eran Abel, Thesis Supervisor Jonathan Eran Abel, Thesis Honors Advisor Reiko Tachibana, Faculty Reader
Keywords:
Japanese marketing retail marketing Japanese consumers Japan fashion
Abstract:
Marketing and advertising techniques often differ due to culture, language, availability of resources, and such, from country to country. What may be seen in one country is not necessarily a medium used in other countries to effectively reach the consumers. Marketing encompasses more than just advertising but retail, brand management, and public relations to name a few. Japan boasts the world’s second largest retail market. In a rapidly developing and ever changing country, products and services, especially fashion goods, are a crucial aspect to people’s daily lives and identities. Marketing techniques vary in reaching the appropriate target markets. In order for one to remain a viable choice for the Japanese consumers, corporations must have a strategically planned marketing campaign.
