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How Brands Can Court Luxury Shoppers in Japan

The Business of Fashion Podcast

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Is Sustainability the Reason to Buy?

I see a huge interest in sustainability among the Gen Z in Japan. Very much high awareness, interest from where they want to work to how they want to shop. I think we have to all work to make buying sustainably sexy. This is the thing. And I think that's where we really need to focus on and then also limit the choice at the same time. Don't make it possible to buy in an unsustainable way. It's a long way to go, but I think in Japan it's slowly starting from companies changing their mindset too"

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