Since 2000, luxury goods had held a different position in the consumer mindset. As the market had evolved towards more sophistication, luxury brands were no longer purchased as badges of membership in the new urban class. The norms of mature brand behaviour and consumer habits seen in the Western world were about to be reflected in the Japanese luxury market. Davide Sesia had advocated that, ''The increased attitude of Japanese women in their 20s and 30s understanding themselves much better than in the past was a key phenomenon." As a consequence, in the luxury market, the ready-to-wear segment had most incontestably been affected by the new trends in Japanese women's choices.