A. Many Japanese women like designer brand goods. Not only are handbags popular, but also watches, scarves, jewelry, accessories and shoes. Many young Japanese women own brand products from famous names such as Louis Vuitton, Chanel and Gucci. This phenomenon is not a trend but part of their daily lives.

In Japan's mature and sophisticated fashion market, people are aware of quality, and due to the nature of the Japanese, many people tend to buy what others do. Many Japanese have very similar living standards and act the same as others almost out of habit. For instance, if the resident next door buys the latest flat screen TV, their neighbors probably will too. The neighbors buy similar products so they don't feel left behind.

The Japanese media takes a leading role in creating new trends. If an influential magazine writes that X's designer's brand will be popular, many fashion-oriented women will buy them and other women will follow. For designers' brands, there are no more attractive markets than Japan. However Japanese women are very particular about fashion, and news value and unique designs will need to be offered to encourage them to buy.

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