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Because I'm Worth It!(spending patterns of Japanese women)
Mikiko Handa's eyes were fixated on a diamond horseshoe necklace. The stunning piece, on display in her favorite Tokyo jewelry store, cost 88,000 yen--about three times more than she had planned to spend. But the 32-year-old office manager couldn't resist. "I'd be rewarding myself for slaving all summer when everybody else took a vacation," she told a sales clerk. "I deserve it." The sales clerk couldn't have agreed more.
Neither could a lot of other Japanese women. Lately, the idea of rewarding oneself with extravagances has been shaping the spending habits of women all over the country. A recent survey by Tokyo's Saison Research Institute revealed that 46 percent of young Japanese women consider buying Louis Vuitton bags and Ferragamo shoes gohobi--a reward, or prize. It could be for completing a project, finishing a paper or just getting through the day. Once a month Emi Satake, 26, a travel agent in Nagoya, spends 30,000 yen for a night at a Marriott hotel, where she enjoys supper in the exclusive lounge, a massage before bed and a morning swim. "I can detach from busy workdays and refresh myself," she says.
The "reward myself" movement may be one of the few bright spots in Japan's depressed economy. Travel agencies promote business-class travel to exotic resorts as gohobi. This summer Miki ...
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...Gambling with virtue: Japanese women and the search for self in...focuses on changes in the way Japanese women have seen themselves and...burgeoning literature on Japanese women. One of its great merits...dollars: leaving them in yen with a note on the exchange...
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...their youthful-looking skin. Japanese women in their late 20s are keen to make...said a spokesperson at Kose Corp. Japanese women are a bit obsessed about the issue...sluggish at around 1.43 trillion yen in value annually. "Manufacturers...
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...sales of its high-end cosmetics priced [yen] 20,000 ($184) or above increase...Other brands that have benefited from Japanese women's spending power include cosmetics firm...of its Speciale cream priced a hefty [yen] 100,000 ($921) for 50g.
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...confidence: instead of relying on labels to ensure stylishness, Japanese women are mixing and matching among cheaper items. High-end products...tech products, like Apple's iPod and iPhone, siphoning yen away from traditional luxury segments like jewelry, handbags...
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...at the hotel for one night on her own, for around 25,000 yen. "I feel like I belong to a class one rank higher than usual...and other factors may be partly behind the new ability of Japanese women to enjoy themselves in solitude. Haishi Kaori of the Committee...
- Japanese women love to shop by mobile phone.
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...mobile phones, posts more than 10 million yen in sales a month. It opened the shop on...site. Sales had been several 100,000 yen a month since the company was set up in...are aiming for monthly sales of 50 million yen by the end of next year." "Compared with...
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- Magazine article from: Marie Claire Haworth, Abigail May 1, 2006 700+ words
...decision to visit Kim's clinic. "It was something I wanted to do for myself," she says. Like all clients, she paid 20,000 yen ($170) for an initial 90-minute counseling session with Kim. "He asked me about my background. I told him my parents...
Source: HighBeam Research, Because I'm Worth It!(spending patterns of Japanese women)