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"

◆ Desire to motivate the affluent segment in an inward-looking era

Koyama:

There has been a lot of discussion recently regarding the effects of Abenomics that have broadened the affluent segment, to create the "mass affluent." In the many years that you have been dealing with wealthy people, what changes have you noticed?

Sogo:

A long time ago, 25ans carried special features on aristocrats and celebrities around the world just about every month. These days, though, readers are put off if we do that too often. Our travel features also used to focus mainly on far-off destinations, but recently the places featured are closer to home, such as Hawaii or Singapore.

Koyama:

They are close by, and also conservative places.

Sogo:

The trend has been one of gradually turning inward, and steadily becoming more restrained. As a member of the press, I am often invited to cover gala events overseas, and when I get back to Japan I get a sense of the country's unique stillness.

Koyama:

Is this change different from maturation?

Sogo:

Maturation is part of it, but it's more like a gentle quietness. One of the reasons is the aging of society, I believe. In Japan, older people who wear loud fashions tend to be considered unworthy of their years, so many refrain from wearing such styles.
There is also the spread of fast fashion. At one time, you couldn't buy nice things without spending a fair amount of money, but today you can get reasonably nice things inexpensively, so people put less effort into fashion.
It used to be that people felt embarrassed going to the upmarket Ginza shopping district if they weren't dressed up, but that's not the case anymore, and the products in stores are gradually losing their distinctive characteristics.

Koyama:

Part of it is that things have become less formal.

Sogo:

I believe that it is precisely because we're in this inward-looking era that those with money to spare want to enjoy fashion and everyday life. I see the role of 25ans as catering to such people.
Enjoyment has an impact on the economy, and helps to strengthen the nation. Beautiful people and a beautiful country can be seen as indicators of wealth.
The times eventually swing back like a pendulum, and once the economy improves, those who up to then have had little interest in fashion may want to start dressing a bit fancier. Recently, young people have begun to dress with more splendor, and I get a sense that the "ele-girl" style fashion is gaining ground.

(The second half of the dialog will be uploaded soon)


Project members

Hiromi Sogo

Hiromi Sogo

Editor-in-Chief
Contents Division 25ans & Richesse
Hearst Fujingaho

Masashi Koyama

Masashi Koyama

Chief Planner
Strategic Planning Division
Dentsu Inc.

Kaori Ishii

Kaori Ishii

Chief Planner
Integrated Digital Marketing Division
Dentsu Inc.

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