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Customer Experience of CHISO: The Centuries-old Business of Japanese Luxury Kimono Garments

Received: 20 April 2015     Accepted: 20 April 2015     Published: 5 May 2015
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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.

Published in Science Journal of Business and Management (Volume 3, Issue 2-1)

This article belongs to the Special Issue Customer Experience Management / Marketing Branding

DOI 10.11648/j.sjbm.s.2015030201.22
Page(s) 83-91
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2015. Published by Science Publishing Group

Keywords

Customer Experience, Kimono, Yuzen, Japanese Luxury

References
[1] H. Chesbrough (2003) Open Innovation, Harvard Business School Publishing, Cambridge, MA.
[2] H. Chesbrough (2006) Open Business Model, Harvard Business School Publishing, Cambridge, MA.
[3] C. M. Christensen (1997) The Innovator's Dilemma, Harvard Business School Publishing, Cambridge, MA.
[4] C. M. Christensen (2003) The Innovator's Solution, Harvard Business School Publishing, Cambridge, MA.
[5] C. M. Christensen (2004) Seeing What’s Next, Harvard Business School Publishing, Cambridge, MA.
[6] C. M. Christensen (2011) The Innovator's DNA, Harvard Business School Publishing, Cambridge, MA.
[7] D. J. Collis and C. A. Montgomery (1998) Corporate Strategy: A Resource-Based Approach, McGraw-Hill, New York, NY.
[8] M. Ishikawa and S. Nagasawa (2010) Yonhyaku-goju nen-no Brand Innovation [Brand Innovation of 450 years], Doyukan, Tokyo (in Japanese).
[9] G. A. Moore (2005) Dealing with Darwin, Portfolio, New York, NY.
[10] G. A. Moore (2006) Crossing the Chasm, Harper Business, New York, NY.
[11] W. D. Perreault, and E. J. McCarthy (1999) Basic Marketing: A Global-managerial Approach, McGraw-Hill, New York, NY.
[12] M. E. Porter (1979) On Competition, Harvard Business School Publishing, Cambridge, MA.
[13] M. E. Porter (1996) “What is Strategy?”, Harvard Business Review, Nov.-Dec.
[14] Schmitt, B. H. (1999), Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, Free Press, Detroit.
Cite This Article
  • APA Style

    Masakazu Ishikawa, Shin’ya Nagasawa. (2015). Customer Experience of CHISO: The Centuries-old Business of Japanese Luxury Kimono Garments. Science Journal of Business and Management, 3(2-1), 83-91. https://doi.org/10.11648/j.sjbm.s.2015030201.22

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    ACS Style

    Masakazu Ishikawa; Shin’ya Nagasawa. Customer Experience of CHISO: The Centuries-old Business of Japanese Luxury Kimono Garments. Sci. J. Bus. Manag. 2015, 3(2-1), 83-91. doi: 10.11648/j.sjbm.s.2015030201.22

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    AMA Style

    Masakazu Ishikawa, Shin’ya Nagasawa. Customer Experience of CHISO: The Centuries-old Business of Japanese Luxury Kimono Garments. Sci J Bus Manag. 2015;3(2-1):83-91. doi: 10.11648/j.sjbm.s.2015030201.22

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  • @article{10.11648/j.sjbm.s.2015030201.22,
      author = {Masakazu Ishikawa and Shin’ya Nagasawa},
      title = {Customer Experience of CHISO: The Centuries-old Business of Japanese Luxury Kimono Garments},
      journal = {Science Journal of Business and Management},
      volume = {3},
      number = {2-1},
      pages = {83-91},
      doi = {10.11648/j.sjbm.s.2015030201.22},
      url = {https://doi.org/10.11648/j.sjbm.s.2015030201.22},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.s.2015030201.22},
      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.},
     year = {2015}
    }
    

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    AU  - Masakazu Ishikawa
    AU  - Shin’ya Nagasawa
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    AB  - 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.
    VL  - 3
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Author Information
  • Graduate School of Commerce, Waseda University, Tokyo, Japan

  • Grace Inc., Tokyo, Japan

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