Wato Ito
Wato Ito is a 4th-year student majoring in Sociology.
Her honours thesis looks at why working class Japanese women are buying luxury bags despite low and stagnated incomes. She explores how these luxury bags play a role in the construction of identity in these women.
In her spare time, you will usually find her baking macarons, travelling or watching dramas.
Japan’s large luxury market and collectivist values make it a compelling context for examining luxury handbag consumption and identity formation among young Japanese women. Previous research (Lamont & Molnár 2001; McRobbie 2009; Blackshaw 2005) has analyzed consumption as a strategy used by marginalized groups to manage stigma, focusing primarily on class and race in North American contexts. This study shifts the focus to Japan, a society often described as ethnically homogeneous.
Although Japanese women belong to the dominant ethnic group, they remain structurally marginalized through gender inequality within a patriarchal social order. Accordingly, this study adopts a gender-based analytical lens. Drawing on in-depth interviews with single, working-class women in their twenties, this study examines whether luxury consumption is driven by conspicuous status display or by a desire for group belonging. Contrary to expectations, participants were less concerned with impressing men than with gaining recognition from other women, indicating that status evaluation operates horizontally within female peer groups.
Preliminary findings suggest that social recognition, self-esteem, and status are central motivations shaping consumption choices. These findings highlight the importance of cultural context in understanding consumption behaviour and raise a broader question: why do women seek validation from one another through appearance? This study situates luxury consumption within a longer historical pattern in which women use appearance-based strategies to negotiate limited access to institutional power. It suggests that consumer culture encourages women to compete through appearance and recognition rather than collectively challenge the structures that constrain them.
How did you become interested in this topic? Why did you choose it for your thesis?
My interest in this topic stemmed from my Go Global experience studying in Japan. I was struck by the abundance of consumer goods, and I consistently noticed many young women carrying luxury handbags. Having previously researched Japan’s prolonged economic stagnation and persistent gender income inequality, I became curious about how these women were able to afford such expensive items and, more importantly, what motivated them to purchase these bags in the first place.
Can you summarize your project and its main findings for us?
My thesis investigates Japanese working-class women and the role of luxury handbags in the formation of their identities. Through interviews with young Japanese women, I have found that social recognition plays a significant role in shaping their consumption choices. Many participants identified status, vanity, and self-esteem as central factors influencing their purchasing decisions.
What was your favourite part of doing research?
My favourite part was definitely conducting the interviews. I enjoyed hearing participants reflect on their experiences and how these connected to the unique cultural and social context of Japan. Many participants were enthusiastic in their responses, noting that the questions were thought-provoking and prompted them to consider aspects of their consumption that they had not previously considered before. Through these conversations, I also came to understand how different luxury brands carry distinct associations tied to the user’s personality—whether positive or negative.
Why did you choose to study Sociology as a major? Why did you decide to apply to the honours program?
Since I was young, I would make note of the collective patterns of similar people, and continue to find similarities and differences between these groups trying to see what drives these people to these patterns. This was my reason for majoring in sociology. My reason for going into honours was partially to challenge myself outside of the classroom, and partially as a stepping stone to further my studies.
What have you learned during your research that has surprised you the most?
What surprised me most was the rigorousness of the UBC Behavioural Research Ethics Board (BREB) process. In high school, I had experience conducting psychology experiments that involved reviewing ethical guidelines and obtaining participant consent, so I expected a similar process for this thesis. However, the process required approval from the ethics board that was more of a back-and-forth process than I had anticipated. While it was not difficult, it was time-consuming and underscored the importance of early planning and early submission.
