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020			_a9780824896706 _qPDF
024	7		_a10.1515/9780824896706 _2doi
035			_a(DE-B1597)9780824896706
035			_a(DE-B1597)653631
040			_aDE-B1597 _beng _cDE-B1597 _erda
050	0	0	_aHF5415.12.J3 _bC85 2024
050		4	_aHF5415.12.J3 _bC85 2024
072		7	_aHIS021000 _2bisacsh
082	0	4	_a658.800952 _223/eng/20230828
084			_aonline - DeGruyter
100	1		_aCulver, Annika A. _eautore
245	1	0	_aDemocratizing Luxury : _bName Brands, Advertising, and Consumption in Modern Japan / _cAnnika A. Culver.
264		1	_aHonolulu : _bUniversity of Hawaii Press, _c[2023]
264		4	_c©2024
300			_a1 online resource (416 p.) : _b25 b&w illustrations
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
505	0	0	_tFrontmatter -- _tContents -- _tPreface -- _tAcknowledgments -- _tIntroduction: Defining Luxury and Accessibility to Quality in Japan -- _tChapter One. Craftsmanship and Proto- branding in the Tokugawa Era -- _tChapter Two. Commodifying Western Modernity, New J apanese Corporations, and the Department Store -- _tChapter Three. Modern Girls and Salarymen Consuming the West -- _tChapter Four. Frugality, Patriotic Consumption, and the Military -- _tChapter Five. Consuming the Bright Life -- _tChapter Six. Consuming Japan eseness and Global Brand-Name Recognition -- _tChapter Seven. The Rise of “Cool Japan” and Japanese Luxury-ConsumingCommunities in the Virtual World -- _tConclusion: Nihon-shiki Commodity Fetishism -- _tNotes -- _tBibliography -- _tIndex
506	0		_arestricted access _uhttp://purl.org/coar/access_right/c_16ec _fonline access with authorization _2star
520			_aDemocratizing Luxury explores the interplay between advertising and consumption in modern Japan by investigating how Japanese companies at key historical moments assigned value, or "luxury," to mass-produced products as an important business model. Japanese name-brand luxury evolved alongside a consumer society emerging in the late nineteenth century, with iconic companies whose names became associated with quality and style. At the same time, Western ideas of modernity merged with earlier artisanal ideals to create Japanese connotations of luxury for readily accessible products. Businesses manufactured items at all price points to increase consumer attainability, while starkly curtailing production for limited editions to augment desirability.Between the late nineteenth and twenty-first centuries, control over family disposable income transformed Japanese middle-class women into an important market. Growth of purchasing power among women corresponded with Japanese goods diffusing throughout the empire, and globally after the Asia-Pacific war (1931–1945). This book offers case studies that examine affordable luxury consumer items often advertised to women, including drinks, beauty products, fashion, and timepieces. Japanese companies have capitalized on affordable luxury since a flourishing domestic mercantile economy began in the Tokugawa period (1603–1868), showcasing brand-name shops, renowned artisans, and mass-produced woodblock prints by famous artists. In the late nineteenth century, personalized service expanded within department stores like Mitsukoshi, Shiseidō cosmetic counters, and designer boutiques. Shiseidō now globally markets invented traditions of omotenashi, Japanese ”values” of hospitality expressed in purchasing and consuming its products.In postwar times, when a thriving democracy and middle-class were tied to greater disposable income and consumerism, companies rebuilt a growing consumer base among cautious shoppers: democratizing luxury at reasonable prices and maintaining business patterns of accessibility, high quality, and exemplary service. Nationalism amid economic success soon blended with myths of unique Japanese identity in a mass consumer society, suffused by commodity fetishism with widely available brand names. As the first comprehensive history of iconic Japanese name brands and their unique connotations of luxury and accessibility in modern Japan and elsewhere, Democratizing Luxury explores company histories and reveals strategies that lead customers to consume these alluring commodities.
538			_aMode of access: Internet via World Wide Web.
546			_aIn English.
588	0		_aDescription based on online resource; title from PDF title page (publisher's Web site, viewed 02. Jun 2024)
650		0	_aAdvertising _zJapan _xHistory _vCase studies _2DLC.
650		0	_aAdvertising _zJapan _xHistory _vCase studies.
650		0	_aBranding (Marketing) _zJapan _xHistory _vCase studies _2DLC.
650		0	_aBranding (Marketing) _zJapan _xHistory _vCase studies.
650		0	_aConsumers' preferences _zJapan _xHistory _vCase studies _2DLC.
650		0	_aConsumers' preferences _zJapan _xHistory _vCase studies.
650		0	_aMarketing _zJapan _xHistory _vCase studies _2DLC.
650		0	_aMarketing _zJapan _xHistory _vCase studies.
650		0	_aWomen consumers _zJapan _xHistory _vCase studies _2DLC.
650		0	_aWomen consumers _zJapan _xHistory _vCase studies.
650		7	_aHISTORY / Asia / Japan. _2bisacsh
653			_aAsia.
653			_aEast Asia.
653			_aEconomics.
653			_aHistory.
653			_aJapan.
850			_aIT-RoAPU
856	4	0	_uhttps://doi.org/10.1515/9780824896706?locatt=mode:legacy
856	4	0	_uhttps://www.degruyter.com/isbn/9780824896706
856	4	2	_3Cover _uhttps://www.degruyter.com/document/cover/isbn/9780824896706/original
942			_cEB
999			_c303186 _d303186