CSR
An Overview of Our Progress and Achievements in Corporate Social Responsibility
This is an article reproduced from Web Dentsu-ho

CONNECTING WITH THE MASS AFFLUENT

Part II: Motivating Affluent Women
— Interview with the Originator of the Terms "Celeb" and "Ele-girl"

◆ The inner keywords are "mature," "refined" and "sincere"

Part II: Motivating Affluent Women

Koyama:

The term "inner affluence" has come up recently, and I think terms such as "maturity" and "refinement" are important for communication with the wealthy segment.

Sogo:

No one wants to look older externally, and we all have a strong desire to gain inner maturity. Since the early days of 25ans, the well-known textile-dyeing researcher Taka Kimura has had a column in which she offers advice and introduces aphorisms, and I think the continued popularity of this column today reflects the feeling of women to be more internally polished and refined. This desire to be perceived as refined presents business opportunities.

Koyama:

It's important to look beyond surface luxury, and focus intently on the ideals for lifestyle and refinement held by readers, isn't it?

Sogo:

Seeking to create in the magazine a mature, authentic luxury with global values were the exceptional team members involved with 25ans at its founding. These include my predecessors, the beauty journalist Kaoru Saito, and Momo Mitsuno, who's now a writer.
To provide that experience, rather than just collect information, they needed an image and philosophy of what women want. This editorial policy has passed on unchanged to each editor-in-chief.

Ishii:

I think that all women want to be internally lovely, not just the wealthy. In your interactions with readers, have you noticed any distinctive characteristics of the affluent segment?

Sogo:

Our readers are serious women. They don't spare any effort to improve themselves. It's more than simply using money. They make every effort to fashion themselves in such a way that they will be closer to their ideal, and that costs money. Many of our readers absorb the entire content of 25ans, rather than just flip through it quickly.

Koyama:

Do some of your readers keep back issues?

Sogo:

Many do. We receive a lot of inquiries about products featured in old issues.

Koyama:

With such devoted readers, as the creator you must feel a responsibility to meet their expectations.

Sogo:

That's really true. Our luxury magazines have built relationships of trust with readers, and we cannot allow ourselves to damage it. As with any relationship, once someone feels betrayed, it's over.
If we develop a sense that what we are offering is "good enough" for our readers, that attitude will be readily apparent. It is most important for us both to have the same degree of passion as our readers, and to continue being sincere about the content we create.

◆ Striving for happiness is a sports club

Koyama:

So, continuing to offer information consistent with the seriousness of affluent women, and the ideal they strive for, is the reason for the magazine's solid support. Incidentally, I know that 25ans also sponsors a wide variety of events, including dog shows and occasions for kimono art appreciation. Where did that idea come from?

Sogo:

That is the result of being intimately familiar with the wide range of the lifestyles of our readers. Many of them have active social lives.

Koyama:

One of the images of the wealthy is a love of social interaction. We picture groups of women who've met through their children's school and remain together, some of whom compete within that community.

Sogo:

It's completely at odds with a lifestyle of not caring about clothes or appearance, and lounging around the house. They need nice clothes when they go out, and strive to be more polished internally. Of course, there is also a spirit of competition within that community.
In a sense, it's like a sports club. The desire to win and to improve oneself works like a virtuous circle.

Part II: Motivating Affluent Women

Ishii:

One of the women in this survey said, "There is not a single dark cloud in my life." That's an amazing thing to assert, that there are no clouds at all.

Sogo:

That reflects an attitude of pushing aside any clouds that are there. When asked if they thought they were happy, a full 98% of women answered yes, which reveals their vitality. They are striving, day by day, to better themselves, and so can say "yes" without hesitation.

Ishii:

Having a competitive spirit and being filled with vitality allows you to shine, I suppose.

Sogo:

It's also necessary to have an attitude of not wanting to fail within that community, and to work toward something positive, rather than negative. It's important to be engaged with the world, and I think it's good to want to shine. If you take it too far it can be a bit scary, though.

Koyama:

So, providing these disciplined women with opportunities to shine, such as 25ans events, is an extremely effective means of communication.

TOP