“Easy does it: doing things well is more important than doing them”.

Antonio Machado

The history of the establishment and development of luxury brands in Japan contains indispensable lessons for a great many businesses, since it reveals the circumstances under which small family businesses became world-wide empires.

Japan made this success possible according to a concept which may be seen as paradoxical and which throws a spotlight on any marketer's dreams: the perception of exclusivity is not related to volume. In other words, luxury brands have managed to sell products at exclusive prices, while the market volume has been similar to that of a mass-produced product.

1.  What are the elements ...

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