Japan has long been one of the world's most reliable markets for luxury brand Louis Vuitton, with only New York matching Tokyo in number of stores.
But smartphone apps have caused an evolution in the industry, with many consumers increasingly inclined to borrow luxury items. And companies have met the demand, renting out their products to give customers access to accessories that might normally be out of their price range.
Over the past year, Eri Fujii, in her mid-30s, has become a regular user of the bag-sharing app Laxus. Using the app, members can rent trendy bags for a fixed monthly price of ¥6,800 ($60). Fujii's current favorite is a Louis Vuitton tote.