Unless you are a blind, old and are not allowed to take Viagra anymore because of heart conditions, your attention in Tokyo will be caught by the striking appearances of young and immaculately dressed women. As I earlier Japanese younger females lay great emphasis on make-up, fashion, shoes and boots and handbags. The most popular look is “ready for the Oscars” where make-up and hairdo resemble the one of Jennifer Lopez and other Hollywood stars. Per se not very exceptional you might say. Right. More uncommon is that young Japanese men look similar: a skinny frame dressed in the latest bohemian-come-glamour style combined with head-wear, elaborate hairdos and the heavy use of blow-driers and gel. Young men seem to be as enthusiastic about fashion, lifestyle and shopping as women and eagerly read lifestyle and fashion magazines that hype the latest products: the modern metropolis gives raise to metrosexuality (men interested in fashion and lifestyle similar to women). The question is if this trend will stay. My bet is it will even spread, also to other cities of the world with increasing spending power. Why? Tokyo is the biggest city in the world with over 20 million wealthy inhabitants. It employs thousands of workers and offers all the thrills of any modern city. With urbanization on the increase it is also the modern sweatshop for knowledge workers clocking in high working hours a week and offering them little non-commercial diversion. Good old fashion hobbies or outdoor activities are unpopular. This young generation has a good education and a well-paying job, is tech-savvy and constantly surrounded by commercials and the ever-luring luxury brands. A major past-time occupation is shopping, watching TV, playing games or partying. With all necessity for physical strength or stamina gone, the knowledge workers compete on mental skills, fashion-awareness: brain and being in-the-loop count more than pure brawns. Looks become more important as the knowledge workers is constantly immersed in perfectly designed media messages with beautiful models. Good looks are a sign of achievement and spending powers and luxury worn as medals of honour. In a society where products are hard to distinguish based on quality branding generates emotional value and desire. Luxury and branded products are today a part of the consumer psychological make-up and here to stay. Luxury, knowledge workers and metrosexuality go hand in hand, so do not fight it, buy it!






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