Common bond between chavs and Japanese found
Chavs are a UK phenomenon; youths of ill-repute, often football hooligans, who were (and might still be) wont to dress in designer brands, with Burberry, and in particular Burberry baseball caps, being the item of choice. A recent survey conducted by MyVoice into high-class brands found that Burberry was also the most owned high-class brand in Japan.
Demographics
Over the first five days of December 2007 14,452 members of the MyVoice internet community successfully completed a private online questionnaire. 54% of the sample was female, 2% in their teens, 16% in their twenties, 39% in their thirties, 28% in their forties, and 15% in their fifties.
I don’t think I own any posh brand items and I think they are all a rip-off anyway! I do snigger, however, whenever I see Dunhill branded items, in particular fragrances, as for me they are forever associated with cigarettes. However, given Japanese male’s love affair with smoking, I suppose that’s a plus in Japan.
The photographed Chav-mobile is from Starphuk on flickr.
Research results
Q1: Of which high-class brands do you own items? (excluding perfumes, cosmetics) (Sample size=14,452, multiple answer)
Burberry 29.7% Louis Vuitton 25.4% Gucci 22.0% Coach 20.1% Tiffany 17.1% Prada 15.4% Hermes 13.1% Christian Dior 13.0% Yves St Laurent 11.2% Cartier 10.4% Chanel 9.7% Ferragamo 9.0% Dunhill 8.9% Celine 8.8% Fendi 8.8% Bulgari 6.5% Armani 6.5% Hunting World 4.9% Dolce and Gabbana 3.9% Versace 3.4% Loewe 2.8% Chloe 1.7% Other 8.0% Don’t own any high-class branded items (to Q4) 34.2% Q2: What kinds of high-class brand items do you own? (Sample size=brand item owners, multiple answer)
Bag 61.7% Wallet 54.1% Fashion accessory 36.6% Other small item 32.3% Jewelry 28.5% Clothes 24.4% Watch 20.7% Footwear 12.0% Sunglasses, glasses 11.5% Other 6.8% No answer 0.5% Q3: How or where did you obtain your high-class brand items? (Sample size=brand item owners, multiple answer)
Brand concession inside department store 47.1% Overseas shop 36.6% Gift 31.6% Airport duty free 19.9% Brand shop on high street 14.6% Outlet mall 12.9% Discount shop 7.7% Online shopping 7.4% Internet auction 6.5% Select shop 6.1% Second-hand shop 2.1% Catalogue, other mail order 1.7% Other 6.6% No answer 0.5% Q4: If you were buying branded items within Japan, from where would you obtain information about your purchases? (Sample size=14,452, multiple answer)
Seeing item at shop 39.0% Column in magazine 20.9% Advertisement in magazine 17.3% Talking to friends or family 16.1% Official brand web page 14.4% Television 13.3% Other internet information 10.9% Fashion-related web site 9.3% Catalogue 8.1% Talking to shop staff 6.0% Direct mail 2.9% Email newsletter 2.6% Fashion-related blog 2.2% Brand event 1.6% Outside advertising 1.4% Bus, train advertising 1.0% Other 1.7% Don’t obtain any information 30.0% No answer 2.2% Q5: Which brand’s item would you be most happiest to receive as a present? (Sample size=14,452)
Louis Vuitton 10.3% Hermes 6.4% Burberry 4.2% Coach 3.9% Gucci 3.9% Cartier 3.8% Bulgari 3.7% Armani 3.4% Tiffany 3.3% Chanel 2.2% Dunhill 2.1% Prada 1.9% Chloe 1.2% Christian Dior 1.1% Ferragamo 0.8% Loewe 0.6% Dolce and Gabbana 0.6% Versace 0.5% Yves St Laurent 0.4% Celine 0.4% Hunting World 0.4% Fendi 0.3% Other 2.0% None in particular 42.6% Q6: Which brand’s item would you be least happiest to receive as a present? (Sample size=14,452)
Dunhill 3.8% Chanel 3.6% Versace 3.1% Louis Vuitton 3.0% Hunting World 2.9% Armani 1.9% Yves St Laurent 1.4% Dolce and Gabbana 1.0% Prada 0.9% Loewe 0.8% Coach 0.7% Celine 0.6% Burberry 0.6% Gucci 0.6% Hermes 0.4% Christian Dior 0.4% Fendi 0.4% Ferragamo 0.3% Chloe 0.3% Tiffany 0.2% Bulgari 0.1% Cartier 0.1% Other 0.4% None of the above 72.8%
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