Abstract The aim of this paper is to shed light on the innovative luxury marketing strategies of the early Japanese department store, Mitsukoshi, which created a new type of spectacular and sensual consumer space combined with Western style building and interior design. Mitsukoshi was also a new, attractive urban public space in which Japanese women began to enjoy luxury settings, enact new types of personae and learn to enjoy new aesthetic sensibilities and experiences. This paper also considers the contribution Mitsukoshi made in providing new ideas about Western lifestyles in line with Japanese government-led policies, such as the reform of everyday life movements, as well as the store’s own attempts to educate customers into the minutiae of westernized home and interior design. This promoted a new idea of “being modern” and led to the combination of new forms of aesthetic experience with a greater democratization of luxury, which gradually permeated everyday life. Finally, the paper analyzes the Ryukokai, the Mitsukoshi think tank, which brought together a powerful set of cultural specialists and intermediaries to create a distinctive ‘Mitsukoshi taste’ with its associated brand image.

中文翻译：

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二十世纪初日本的百货商店：奢华、审美与现代生活

摘要 本文旨在阐明日本早期百货公司三越的创新奢侈品营销策略，它创造了一种结合西式建筑和室内设计的新型壮观和感性的消费空间。三越也是一个新的、有吸引力的城市公共空间，日本女性开始在这里享受奢华的环境，塑造新的角色，并学会享受新的审美感受和体验。本文还考虑了三越在根据日本政府主导的政策提供有关西方生活方式的新观念方面做出的贡献，例如日常生活运动的改革，以及该商店自己试图教育顾客了解西化家庭的细节和室内设计。这推动了一种“现代”的新理念，并导致了新的审美体验形式与奢侈品更加民主化的结合，并逐渐渗透到日常生活中。最后，本文分析了三越智囊团 Ryukokai，它汇集了一批强大的文化专家和中介机构，创造了独特的“三越品味”及其相关品牌形象。