Luxury Branding and Strategy
Brand Innovation Management
Design Innovation Management
Design and Marketing of New Product
Design Tools for New Product Development (Especially, Seven Tools for New Product
Planning)
Experiential Marketing and Management
Kansei/ Affective Engineering
Sensory Evaluation
Total Quality Management
Environment-Conscious Business (Especially, Environment-Conscious Products and Waste Management
and Resource Circulation Business)
Nagasawa's Project Research Seminar at Waseda Business School, Waseda University takes, as
research objectives, "Design and Innovation Management" of companies such as European luxury
brands and Japanese long-standing companies (Shinise).
It applies the theories of the luxury strategy, experiential marketing, design management,
innovation management, etc. and has carried out useful research for the real business world.
The research results have been highly valued both nationally and internationally and have led to
the opening of the course 'Luxury Branding Chair Module' donated by LVMH Moët Hennessy. Louis
Vuitton since 2012, which highly focuses on luxury branding. This is the first course in Japan
and only the second in the world.
Compared to Europe and America, luxury business research in Japan, and research on business for
the wealthy classes, have not been active and sufficient in quantity and quality. And business
persons in the fields have rarely had the chance to study related facts and theories
systematically.
All the seminarists are business persons and experienced persons of business matters and they
manage to work at business practices and research at the seminar.
Usually the seminar is conducted through discussions. The seminarist in charge proposes the
discussion theme together with his/her research question and all the seminarists discuss on the
theme. Though the number of seminarists is somewhat below average, OB/OG or guest sometimes
attends the seminar and the seminar is doing a flourishing research and always crowded with
participants. The biggest characteristic of the seminar is to enjoy pleasant and sharp
discussions.
There are two educational philosophies in Nagasawa Seminar; one is “to have an
originality,” and the other is “to obtain dazzling results.” They are
essential and important requirements and the seminalists are required to satisfy these necessary
requirements. In spite of severe requirements the seminalists can keep their motivations in high
level, which lead a lot of results.
“Branding of Manufacturing Process by Luxury Brands and its Application to Local and
Long-stangingCompanies in Japan”
FY2018 – FY2022, Grant-in-Aid for Scientific Research (B) (Dicipline: Commerce) (Principal
Investigator), Japan Society for the Promotion of Science (JSPS)
| Project Period | Research Category and Title (Roll) | Dicipline |
|---|---|---|
| FY1989 | Grant-in-Aid for Young Scientists: “Application of Fuzzy Sets Theory to Quality Control” (Principal Investigator) | Commerce and Management |
| FY1990 | Grant-in-Aid for Young Scientists: “Application of Fuzzy Sets Theory to Quality Control” (Principal Investigator) | Commerce and Management |
| FY1992 | Grant-in-Aid for Young Scientists: “Fandamental Research on Marketing Information System for Kansei Product Development” (Principal Investigator) | Commerce and Management |
| FY1993 | Grant-in-Aid for Scientific Research on Priority Area: “Fandamental Research on Marketing Information System for Kansei Design” (Principal Investigator) | Informatics/ Psychological Presearch of Kansei Information Processing |
| FY1994 | Grant-in-Aid for Scientific Research on Priority Area: “Fandamental Research on Marketing Information System for Kansei Design” (Principal Investigator) | Informatics/ Psychological Presearch of Kansei Information Processing |
| FY1996 | Grant-in-Aid for Scientific Research (B): “Planning Survey for Establishing a Framework of Interdisciplinary Collaborative Research on Kansei” (Investigator) | Material Engineering |
| FY1996 – 1997 | Grant-in-Aid for Scientific Research (C): “Applied Research on Marketing Information System for Kansei Design” (Principal Investigator) | Information Science |
| FY1997 | Grant-in-Aid for Scientific Research on Priority Area: “Basic Research on Industrial Cluster Model Considering Integrated Environmental Quality Management” (Investigator) | Construction of Material Circulation Process Aiming at Zero Emission |
| FY1997 – 1999 | Grant-in-Aid for Scientific Research (C): “Research on the Design of Fashion Illustration and Aesthetic Sense” (Investigator) | Kansei Engineering |
| FY1998 | Grant-in-Aid for Scientific Research on Priority Area (A): “Mathematical Model Ddescribing Material Circulation and Prediction and Evaluation of Regional Zero Emissions” (Investigator) | Construction of Material Circulation Process Aiming at Zero Emission |
| FY1998 – 1999 | Grant-in-Aid for Scientific Research (C): “Applied Research on Marketing Information System for Kansei Design” (Principal Investigator) | Kansei Engineering |
| FY1999 – 2000 | Grant-in-Aid for Scientific Research (C): “Research on the Domain and Specificity of Kansei Engineering” (Investigator) | Kansei Engineering |
| FY2003 – 2005 | Grant-in-Aid for Scientific Research (C): “Development of Kansei Measurement System Based on the Interrelationship of Psychological Quantity, Physiological Quantity and Physical Quantity and Its Application to Product Planning」(Principal Investigator) | Kansei Informatics and Soft-computing |
| FY2009 – 2013 | Grant-in-Aid for Scientific Research (B): “Affective Value Creation and Methodologies of Technology Management for the Premium Branding of Local or Traditional Industries in Europe and Japan” (Principal Investigator) | Management |
| FY2013 – 2015 | Grant-in-Aid for Exploratory Research: “Affective Value Creation and Methodologies of Technology Management for the Premium Branding of Local or Traditional Industries in Europe and Japan” (Principal Investigator) | Management |
| FY2018 – 2022 | Grant-in-Aid for Scientific Research (B): “Branding of Manufacturing Process by Luxury Brands and its Application to Local and Long-stanging Companies in Japan” (Principal Investigator) | Commerce |
| Year | Title (Roll) | Dicipline |
|---|---|---|
| Sep./1997 – Jan./2000 |
Expert Member, SpecialCommittee of Science Council, Ministry of Education (Examinor of Grant-in-Aidfor Scientific Research (C)) | Kansei Engineering |
| Dec./2010 – Nov./2012 |
Expert Member, “Committeeof Grant-in-Aid for Scientific Research,” Japan Society for the Promotion ofScience (Examinor of Grant-in-Aid forExploratory Research) | Management |
| Dec./2016 – Nov./2018 |
Expert Member, “Committeeof Grant-in-Aid for Scientific Research,” Japan Society for the Promotion ofScience (Examinor of Grant-in-Aid forScientific Research (B)) | Commerce |
| FY | Affiliation | Book/ Translation(Foreign Language) | Academic Paper(Foreign Language) | Conference Presentation(Foreign Language) |
|---|---|---|---|---|
| 1978 | Master Course, Waseda Univ. | 2 (0) | ||
| 1979 | 1 (0) | 1 (0) | ||
| 1980 | Nippon Light Metal Co. | 2 (0) | 1 (0) | |
| 1981 | Nippon Light Metal Co.／Research Associate, Meiji Univ. | 1 (0) | 0 (0) | |
| 1982 | Research Associate, Meiji Univ. | 0 (0) | 1 (0) | |
| 1983 | 1 (0) | 1 (0) | 2 (0) | |
| 1984 | 9 (0) | 9 (0) | ||
| 1985 | 7 (1) | 6 (0) | ||
| 1986 | 11 (1) | 9 (1) | ||
| 1987 | 1 (0) | 4 (1) | 14 (1) | |
| 1988 | Assistant Prof., Sanno College | 3 (0) | 10 (2) | |
| 1989 | 5 (0) | 4 (0) | ||
| 1990 | Assitant Prof., Asia Univ. | 1 (0) | 8 (3) | 8 (0) |
| 1991 | Associate Prof., Asia Univ. | 1 (0) | 5 (0) | 11 (0) |
| 1992 | 2 (0) | 8 (0) | 17 (0) | |
| 1993 | 1 (0) | 8 (1) | 19 (0) | |
| 1994 | 2 (1) | 13 (2) | 17 (2) | |
| 1995 | Prof., Ritsumeikan Univ. | 3 (0) | 11 (0) | 11 (0) |
| 1996 | 11 (5) | 7 (0) | ||
| 1997 | 1 (0) | 8 (3) | 12(0) | |
| 1998 | 3 (0) | 7 (1) | 14 (0) | |
| 1999 | 1 (1) | 10 (3) | 18 (2) | |
| 2000 | 5 (0) | 4 (2) | 9 (0) | |
| 2001 | 1 (1) | 17 (3) | 11 (0) | |
| 2002 | 5 (1) | 17 (3) | 14 (0) | |
| 2003 | Prof., Graduate School of Asia-Pacific Studies, Waseda Univ. | 7 (0) | 18 (14) | 27 (7) |
| 2004 | 3 (1) | 13 (3) | 18 (1) | |
| 2005 | 8 (1) | 12 (6) | 31 (3) | |
| 2006 | 4 (1) | 11 (4) | 14 (0) | |
| 2007 | Prof., Graduate School of Commerce, Waseda Univ. | 6 (1) | 13 (8) | 26 (3) |
| 2008 | 4 (1) | 19 (9) | 34 (6) | |
| 2009 | 12 (2) | 19 (12) | 20 (6) | |
| 2010 | 6 (1) | 19 (14) | 13 (2) | |
| 2011 | 2 (1) | 18 (14) | 22 (1) | |
| 2012 | 1 (0) | 20 (13) | 27 (3) | |
| 2013 | 3 (0) | 15 (9) | 24 (0) | |
| 2014 | 6 (0) | 23 (18) | 23 (0) | |
| 2015 | 5 (1) | 23 (20) | 14 (2) | |
| 2016 | Prof., Graduate School of Business Administration & Finance, Waseda Univ. | 4 (1) | 12 (9) | 14 (4) |
| 2017 | 2 (0) | 10 (8) | 9 (2) | |
| 2018 | 6 (1) | 15 (6) | 14 (2) | |
| 2019 | 6 (0) | 12 (10) | 13 (6) | |
| Cumulative Total | 113 (16) | 439 (206) | 570 (50) |
| Journal | Publisher | Title | Remarks |
|---|---|---|---|
| Luxury Research Journal, ISSN 2041-3831 (Print), 2041-384X (Online) | The Inderscience Publishers | Editorial Board Member, Regional Editor Japan | Only one of Japanese members |
| Journal of Global Fashion Marketing, ISSN 2093-2685 (Print), 2325-4483 (Online) | Routledge/ Taylor & Francis Group | Editorial Board Member | One of four Japanese members |
| Journal of Marketing Trends,ISSN 1961 -7798 (Print) ISSN 2114-8910 (Online) | the Marketing Trends Assoc. | Editorial Board Member | One of four Japanese members |
| Luxury: History, Culture, Consumption, ISSN 2051-1817 (Print), 2051-1825 (Online) | Routledge/ Taylor & Francis Group | Editorial Advisory Board Member | Only one of Japanese members |
| International Journal of Quality and Service Sciences, ISSN 1756-669X | Emerald Publishing | Editorial Advisory Board Member | Only one of Japanese members |
| FY | Chair Professorship and Donated Course (Roll) | Awarded |
|---|---|---|
| 2012 | LVMH Moët Hennessy. Louis Vuitton Chair (Professor in charge of donation course) | JPY8,000,000 |
| 2012 | ALBION Chair (Professor in charge of donation course) | JPY1,000,000 |
| 2013 | LVMH Moët Hennessy. Louis Vuitton Chair (Professor in charge of donation course) | JPY8,000,000 |
| 2013 – 2014 | ALBION Chair (Professor in charge of donation course) | JPY2,000,000 |
| 2014 | LVMH Moët Hennessy. Louis Vuitton Chair (Professor in charge of donation course) | JPY10,000,000 |
| 2015 | ALBION Chair (Professor in charge of donation course) | JPY1,000,000 |
| 2016 | ALBION Chair (Professor in charge of donation course) | JPY1,000,000 |
| 2017 | ALBION Chair (Professor in charge of donation course) | JPY1,000,000 |
| 2017 | Kyoritsu Cosmetic Surgery Chair (Professor in charge of donation course) | JPY1,000,000 |
| 2017 | PROLOGIS Chair (Professor in charge of donation course) | JPY5,000,000 |
| 2018 | ALBION Chair (Professor in charge of donation course) | JPY1,000,000 |
| 2018 | Kyoritsu Cosmetic Surgery Chair (Professor in charge of donation course) | JPY1,000,000 |
| 2018 | PROLOGIS Chair (Professor in charge of donation course) | JPY5,000,000 |
| 2019 | Kyoritsu Cosmetic Surgery Chair (Professor in charge of donation course) | JPY1,000,000 |
| 2019 | PROLOGIS Chair (Professor in charge of donation course) | JPY5,000,000 |
| 2020 | PROLOGIS Chair (Professor in charge of donation course) | JPY5,000,000 |
Grant-in-Aid for Scientific Research being received are linked to the following research results (from FY2018).
Books and Book Chapters
12 books have been published.
- Nagasawa, Shin’ya, “Foreword,” “Chapter 2: Luxury Market of Mechanical Watches that Japan Developed,” In: Shin’ya Nagasawa (ed.), Practices of Luxury Branding – Strategies of 3.1 Phillip Lim, Panerai, Omega, and Richard Mille –, Kaibundo Publishing, pp.i-vii, 47-106, 195pp., 2018, ISBN 978-4-303-72387-3 (in Japanese)
- Nagasawa, Shin’ya, “Foreword,” “Chapter 1: Introduction to Logistics,” In: Shin’ya Nagasawa (ed.), Practices of Logistics & SCM – Evolution and Globalization of Physical Distribution –, Koyoshobo, pp.iii-viii, 1-43, 231pp., 2018, ISBN 978-4-7710-3075-6 (in Japanese)
- Nagasawa, Shin’ya, “Foreword,” In: Shin’ya Nagasawa (ed.), Kansei/Affective Marketing of Local Manufacturing Brands – Katunuma Winery in Yamanashi, Asahi-Shuzo Sake Brewing in Niigata, Oriental Carpet Mille in Yamagatam, and Sato Seni in Yamagata –, Doyukan, pp.iv-x, 326pp., 2019, ISBN 978-4-496-05399-3 (in Japanese)
- Nagasawa, Shin’ya, “Outline of this Volume,” In: Shin’ya Nagasawa (ed.), Practices of Kansei/Affective & Fashion Industry – Institute for the Fashion Industries, Beams, Yamadamatsu Incense-wood, and Kyoritsu Cosmetic Surgery –, Kaibundo, pp.i-vii, 189pp., 2019, ISBN 978-4-303-72386-6 (in Japanese)
- Nagasawa, Shin’ya, and Yuji Bando, High-End Disruptive Innovation Theory and its Empirical Validation – Brand Strategies of Richard Mille, Tokyobike, White Mountaineering, and Balmuda –, 157pp., 2019, ISBN 978-4-7710-3108-1 (in Japanese)
- Nagasawa, Shin’ya, “On the Future of Fetish Value and Affective/ Kansei Value,” In: La Boite ed., Shin'ya Nagasawa (Author), La Boite's 10th Anniversary Commemorative Publication, La Boite (not for sale), pp.2-11, 188pp., 2019 (in Japanese & English)
- Nagasawa, Shin’ya, “Foreword,” “Chapter 1: Kansei Engineering / Kansei Evaluation / Customer Experience,” “Chapter 2: Study on Product Design and Affective Value for Product Development,” “Chapter 10: Construction of the Theoretical Framework for the Long-standing Strategy,” “Chapter 11: Management of Sustainable Brand Value,” In: Shin’ya Nagasawa (ed.), with Yusuke Irisawa, Norihiro Yamamoto, Kana Sugimoto, et al., Basics of Strategic Development of Kansei Product – Customer Experience, Design, Fulfilment Technology, Brand and Management –, Kaibundo Publishing, pp.i-ii, 3-20, 21-36, 139-154, 155-171, 185pp., 2019, ISBN 978-4-303-72397-2 (in Japanese)
- Nagasawa, Shin’ya, “Foreword,” In: Shin’ya Nagasawa (ed.), Revolutions of Logistics & SCM – Evolution of Physical Distribution that Opens up the Future –, Koyo Shobo Corporation, pp.iii-viii, 203pp., 2019, ISBN 978-4-7710-3256-9 (in Japanese)
- Nagasawa, Shin’ya, “Foreword,” In: Shin’ya Nagasawa (ed.), Kansei/Affective Marketing of Traditional Craft Brands – Castings at Nosaku in Toyama, Kyo-kanoko-shibori at Yoshioka Jin Shoten in Kyoto, Nishijin-ori at Tomiya Textile in Kyoto, and Makeup Brush at Hakuhodo in Hiroshima –, Doyukan Inc., pp.i-viii, 266pp., 2019, ISBN 978-4-496-05444-0 (in Japanese)
- Nagasawa, Shin’ya, “Part 1, Chapter 3: Statistical Analysis of Sensory Evaluation for Product Design and Development,” In: Yoko Akiyama (sups.), Shojiro Takahashi, Hideo Jinguh, Shin’ya Nagasawa, et al., Kansei/Affective Value Creation of Cosmetics – Usability Evaluation and Prescription Design –, CMC Publishing Co., Ltd., pp.30-38, 284pp., 2020, ISBN 978-4-7813-1493-8 (in Japanese)
- Nagasawa, Shin’ya, “Foreword,” In: Shin’ya Nagasawa (sups.), Ken Kumagai (Author), Store Location Strategy for Kuxury vs. Non-Luxury – Relationship between Ideal Self and Real Self and Brand –, Bunshindo Publishing Corporation, p.iii, 255pp., 2020 (in Japanese), ISBN 978-4-8309-5081-0
- Nagasawa, Shin’ya, “Outline of this Volume,” In: Shin’ya Nagasawa (ed.), Branding of Kansei/Affective Industry – Grand Seiko, Facterier, Superior High-density Fabric "DICROS," and Heritage Craft Brand "Hirume" –, Kaibundo Publishing, pp.iii-vi, 244pp., 2020, ISBN 978-4-303-72385-9 (in Japanese)
Papers in Refereed or Professional Journals
27 papers have been presented in domestic and international refereed or professional journals. These are the extracts of the papers in English.
- Jiang, Zhiqing, and Shin'ya Nagasawa: Luxury Brand Information Exposure of Authenticity Influences its Rarity, Conference Papers, 13th Global Brand Conference: Branding in the Digital Age: Innovation & Responsibility, Day 2, Track 3: Brand Love/Hate & Authenticity, pp.1-7, The Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group, and Northumbria University, Newcastle, UK, 2018.5.3
- Nagasawa, Shin'ya, and Norihiro Suganami: Flagship Shop Strategy For Brand Building – Case of UNIQLO –, Proceedings of '2018 Global Marketing Conference at Tokyo,' pp.1144-1156, Global Alliance of Marketing & Management Associations, 2018.7.28, ISSN 1976-8699
- Nagasawa, Shin'ya: Promotion of the Fair and Structural Reform of the Industrial Waste Management Contractors in Japan, Conference Proceedings of 'Going Green: CARE INNOVATION 2018 – Towards a Resource Efficient Economy, 7th International Symposium and Environmental Exhibition –,' 3.2.4 Legislation Updates pp.1-9, CARE Electronics, 2018.11.28
- Kuo, Chi-Hsien, and Shin'ya Nagasawa: Deciphering Luxury Consumption Behaviour through Knowledge- Attitude-Behaviour Perspectives, Proceedings of 18th International Marketing Trends Conference (IMTC2019), Research Session Luxury Industries, pp.1-16, ESCP-EAP Europe Paris, 2019.1.19, ISBN 978-2-9532811-2-5
- Nagasawa, Shin'ya: Promotion of the Fair and Structural Reform of the Industrial Waste Management Contractors in Japan, Waseda Business & Economic Studies, No.53, pp.15-32, Graduate School of Commerce, Waseda University, 2019.3.31, ISSN 0388-1008
- Kumagai, Ken, and Shin'ya Nagasawa: Psychological Switching Mechanism of Consumers' Luxury and Non-luxury Brand Attitude Formation: The Effect of Store Location Prestige and Self-congruity, Heliyon, Vo.5, Issue 5, e01581 (pp.1-12), Elsevier, 2019.5.14, ISSN 2405-8440, DOI 10.1016/j.heliyon.2019.e01581
- Kumagai, Ken, and Shin'ya Nagasawa: Subjective Well-being and Brand Luxury: A Comparative Discussion between Physical Stores and E-Retailers, Proceedings of 'Global Fashion Marketing Conference at Paris,' Session 1.1, pp.1-18, Global Alliance of Marketing & Management Associations, 2019.7.12
- Nagasawa, Shin'ya: On the Future of Fetish/ Affective Value, Journal of Textile Science & Fashion Technology, Vol.3, Issue 3, pp.1-4, Iris Publishers, 2019.8.2, ISSN 2641-192X, DOI 10.33552/JTSFT.2019. 03.000564
- Kuo, Chi-Hsien, and Shin'ya Nagasawa: Applying Machine Learning to Market Analysis: Knowing Your Luxury Consumer, Journal of Management Analytics, Volume 6, Issue 4, pp.1-16, Taylor & Francis, 2019.11.15, ISSN 2327-0012 (Print) 2327-0039 (Online), DOI 10.1080/23270012.2019.1692254
- Nagasawa, Shin'ya, and Norihiro Suganami: Luxury Strategy by Daily Fashion Brand of UNIQLO – Flagship Shop Strategy for Large Store Location –, Journal of Textile Science & Fashion Technology, Vol.4, Issue 2, pp.1-6, Iris Publishers, 2019.12.3, ISSN 2641-192X, DOI 10.33552/JTSFT.2019.04.000584
- Kuo, Chi-Hsien, and Shin'ya Nagasawa: The More You Know, The More You Buy? Knowledge and Engagement Drive Luxury Purchasing, In: Eldon Y. Li, and Honglei Li (eds.), Proceedings of the 19th International Conference on Electronic Business (ICEB2019), pp.456-463, Northumbria University Newcastle, U.K., 2019.12.10, ISSN 1683-0040
- Jiang, Zhiqing, and Shin'ya Nagasawa: A Conceptual Framework on the Influence of Authenticity and Rarity on Luxury Brand Value, In: Dimitri Uzunidis (dir.), Vanessa Casadella, and Bérangère L. Szostak (eds.), Market and Organization (Marché et Organisation), Vol.37, Rethinking Luxury Business, pp.123-145, L'Harmattan, 2020.1.10, ISBN 978-2-343-19418-9
- Kumagai, Ken, and Shin'ya Nagasawa: Consumer Perceptions of Apparel Brand Prestige in Upward Comparisons with Adjacent Store Brands: The Assimilation and Contrast Effects, Proceedings of 19th International Marketing Trends Conference (IMTC2020), Academic Research Session "Luxury Industries Marketing Strategies," pp.1-10, ESCP-EAP Europe Paris, 2020.1.18, ISBN 978-2-9532811-2-5
- Nagasawa, Shin'ya and Norihiro Suganami: Flagship Shop Strategy for Brand Building – Case of MUJI –, Proceedings of 19th International Marketing Trends Conference (IMTC2020), Academic Research Session "Retail Strategy and Retail Brands," pp.1-17, ESCP-EAP Europe Paris, 2020.1.18, ISBN 978-2-9532811-2-5
- Kuo, Chi-Hsien, and Shin'ya Nagasawa: Deciphering Luxury Consumption Behaviour from Brand Knowledge Perspectives, Journal of Business and Management, Vol.26, No.1, pp.1-21, The Department of Management Information Systems at College of Commerce, National Chengchi University, 2020.3.1, ISSN 1535-668X, http://jbm.nccu.edu.tw/pdf/volume/2601/JBM-2601-01-full.pdf
In addition Nagasawa Seminar has become the seminar of Luxury Branding Module, whose official name of subject is “Project Research/ Degree Thesis” of Luxury Branding. Research Field has been much focused on Luxury Branding than before.
- Commerce Track “Doctorate Program”
- Mr. Yusuke Irisawa
- 2010 Admission
- Marketing & International Business major
My current research theme is product design management for creation of innovative products and services. This is not limited only to visual design, but also covers a wide range of content: designing processes for new product creation; designing value that engages the senses (Kansei); and designing brands to differentiate from competitors. Along with European luxury brands such as Louis Vuitton and Chanel, I am investigating the traditions and innovations of long-established companies in Kyoto, such as Tawaraya and Suetomi.
As a working graduate student, I am currently involved with new business planning in the IT field. Often people ask, “Isn’t it completely unrelated to what you are studying?” Business planning, however, is a rather unrefined field, and it’s very important to have the background to generate new ideas. In that sense, my studies are having a very positive impact on my work. In particular, the perspective of Kansei value is a very important component of new IT businesses: so in fact, I am applying my academic knowledge in my daily business practice.
Source: Brochure 2011 of Graduate School of Commerce, Waseda University
- MOT program
- Ms. Yumiko Kizu
- MBA Graduate in 2012
- Beauty Editor, Deputy Editor-in-Chief “Harper’s BAZAAR”
While in school I studied luxury brands under Professor Shin’ya Nagasawa in the MOT program. You may be wondering why I chose MOT to learn about brand theory. It’s because I wanted to research luxury as a strategy from the standpoint of cosmetic products, and because luxury brands are one of Professor Nagasawa’s research themes.
As a beauty editor for women’s magazine, I have seen the transition of many cosmetic brands. Through this program, I feel that I can delve deeper into the strengths and weakness of brands and companies and the logic behind their actions from a new perspective. I’ve also appreciated the opportunity to learn about other firms that I wouldn’t have had access to in my daily work. Consequently, I now can recognize the characteristics and position of the cosmetic industry in relation to others.
There are many editors and journalists who specialize in the beauty industry, but I hope to apply the knowledge gained through this program and speak from a new and differing perspective. I would like to contribute to the development of the cosmetic industry and empower Japanese women to become even more beautiful.
Source: Brochure 2011 of Graduate School of Commerce, Waseda University
