The Buying Power of Japanese Women
Women love shopping. No matter how busy they are and what little money they have, women try to buy what they want. Shopping makes them happy and feel rewarded, especially when they buy luxury goods, which is what Japanese women want nowadays.
Who Buys Luxury Goods?
It is not only rich people who buy luxury goods. Young Japanese women who work as temporary workers also buy luxury goods, such as Christian Louboutin shoes and Louis Vuitton bags, even if it means they have to save money by not eating. Even though they incline towards buying luxury goods, not many are likely to be high income earners. According to wage statistics of the Ministry of Health, Labour and Welfare, average salaries among female workers are still lower than those of male workers. Moreover, the number of temporary or part-time workers who are paid much less than full-time workers is still high. So, why do Japanese women want to buy luxury goods even though they make less money than men?
Luxury Goods as a “Treat” for Themselves
For Japanese women, buying luxury goods is “gohoubi” (a treat) for their hard work. This treat reminds us what Yuko Arimori, a Japanese marathon athlete, said when she won the bronze medal at the Atlanta Olympics in 1996: “I want to praise myself.” It sounds like it is not men, but luxury goods and services that capture the hearts of Japanese women and make them happy. It is a pity that Japanese women feel they have to reward themselves for their hard work.
June 06 2008 08:06 am | Clothing, Food and Housing and Weekly Articles
