Customer Experience of CHISO: The Centuries-old Business of Japanese Luxury Kimono Garments
Science Journal of Business and Management
Volume 3, Issue 2-1, March 2015, Pages: 83-91
Received: Apr. 20, 2015; Accepted: Apr. 20, 2015; Published: May 5, 2015
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Authors
Masakazu Ishikawa, Graduate School of Commerce, Waseda University, Tokyo, Japan; Grace Inc., Tokyo, Japan
Shin’ya Nagasawa, Grace Inc., Tokyo, Japan
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Abstract
CHISO is a 460-year-old business based in Kyoto, Japan, that manufactures the traditional kimono. CHISO does not publicly advertise its product, but the company cooperates with high-visibility magazines to provide Yuzen kimonos for those graphic articles. CHISO also actively seeks to provide kimonos for Kyoto’s traditional dance theater, movies, and television dramas. We analyzed CHISO with several marketing models, including the four Ps, SWOT, VRIO and customer experience. We presupposed that it would be more effective to use the customer experience framework espoused by Bernd H. Schmitt rather than the traditional four Ps to analyze luxury products. CHISO has several crises during its long history, all of which were handled with aplomb.
Keywords
Customer Experience, Kimono, Yuzen, Japanese Luxury
To cite this article
Masakazu Ishikawa, Shin’ya Nagasawa, Customer Experience of CHISO: The Centuries-old Business of Japanese Luxury Kimono Garments, Science Journal of Business and Management. Special Issue: Customer Experience Management / Marketing Branding. Vol. 3, No. 2-1, 2015, pp. 83-91. doi: 10.11648/j.sjbm.s.2015030201.22
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