According to Davide Sesia, the president of Prada Japan, Japanese women, to a much greater extent than Europeans, had a "psychological need to own something considered to be beautiful" In the Western societies, luxury shopaholics were not very well perceived among society. However, the cultural and social homogeneity among Japanese society helped explain its attachment to luxury items. The existence of a large middle class and a high population destiny affected Japanese habits. Japanese people were used to spending more time out of their homes than people in any other culture. Japanese society could be described as an "impersonal" society in which looks were very important, and people were supposed to dress in a way that corresponded to their social position.