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Luxury brands popularity drop

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LV vs Non-brand

I always saw Japan as a leading country if it comes to Luxury brands,
Because almost everyone at least own 1 designer item.
Brands like Louis Vuitton, Chanel, Gucci and Prada have huge stores in Japan.
They sometimes even are three times the size of the shops here in
the PC. Hoofdstraat in Amsterdam.
In Japan people of all ages would buy at those brands
and spend all the money they can miss there.

But times are even changing in Japan.
Somehow they stopped caring about their fashion status.
Because owning brand is a fashion statement and a way to show how wealthy you are.
(Or to pretend you are).
Buying vintage items have become more and more popular over the years and
with stores opening in Japan like H&M and Forever 21,
people now would rather buy more from that then just buying one designer item.
Everything that comes outside of Japan is hot!
So it is very understandable that those brands do so well in Japan.
But also the Japanese brand Uniqlo is doing very well,
because of their low prices.

I think this is a pity development because I always hoped more young people
here in The Netherlands would copy the luxury hype and it would be
more accepted to walk around in/with it.
I love to spot a real LV or Chanel bag ;)
Now we still only will see old rich woman’s with those items.
Or someone who truly love the brand!

Almost every trend that starts in Japan, you can spot here about 1 or 2 years later.

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