The paper takes a detailed look at the segmentation of HNWIs in Japan, with a special focus on the "New Rich". Using a unique form of segmentation of the rich in Japan, which is based on the reach of their social networks, this paper... more
The paper takes a detailed look at the segmentation of HNWIs in Japan, with a special focus on the "New Rich". Using a unique form of segmentation of the rich in Japan, which is based on the reach of their social networks, this paper introduces the "3-level luxury marketing model", the concept of "marketing exclusivity" and also gives an introduction of companies in the Japanese market that cater specifically to companies targeting rich people. The research is heavily based on deep interviews with the CEOs of these companies.
