Even in the midst of an economic downturn, young women carrying top-brand goods can be seen on the streets of Tokyo.
Consumers everywhere face various choices about what to buy every day.
Recently young people in Japan are opting to buy products that help them express themselves, such as cellular phones, computers, and fashionable clothes and accessories. Members of the younger generation have shown themselves to be less hesitant to spend money than their elders. Even when compared with the peak of the bubble economy some 10 years ago, growth in the sales of these items is several times greater today. Because of this, companies that make these products are working to further expand their sales in Japan, and many opened large stores in fashionable areas in Tokyo last year. In November 2000 Louis Vuitton opened a boutique in a famous department store in Ginza, an upscale shopping area in Tokyo.