Hello-Global.com

Vol.4 Fashion Trend Reports of Tokyo Women In Their 10’s, 20’s and 30’s

Having analyzed the apparel fashion trends individually for Tokyo women in their teens, twenties and thirties, Hello-Global.com has now released the cross analysis report comparing the tendencies across these age groups. The 300 respondents were surveyed in the Tokyo metropolitan area to determine primarily what, where and how much they spend on their fashion.

Tokyo has recently undergone a dramatic change recently as the relatively inexpensive H & M, Forever21 and Uniqlo are now in as much demand as the expensive luxury brands. The analysis seems to highlight this change in shopping habits..

Some intriguing facts showed that teens and twentysomethings both preferred to shop in department stores (most notably Lumine, Marui and Parco) whilst thirtysomethings preferred online shopping (Rakuten). Across the board they all agreed that the No.1 resource for fashion trend information was fashion magazines, followed by television. The number one fashion brand in all three groups was Nolley’s (Japanese fashion store). Although the women in twenties and thirties were similar in taste for overseas brands (Louis Vuitton and Coach), Forever21 topped the teen’s list. One thing they all agreed on was their most recent favorite purchase which was the one-piece dress.

The key decision factor for making a purchase was design, price and then brand loyalty in all groups, with quality being not as important as these key factors. The most influential person on their purchase for teens and twentysomethings was friends and family but interestingly for thirtysomethings not only family but also TV stars made a difference for them.

For the complete market report, feel free to contact us directly. Sections of this report are also available for free to Hello-Global.com subscribers.

- Total 20 pages -

Table of Contents

1. Introduction
2. Research Overview and Target Segment Demography
3. Fashion Survey Digest of 10’s, 20’s and 30’s
4. General overview of Japanese females in 10’s, 20’s and 30’s in Japan
(1) Financials: Their income level and money senses
(2) Shopping Sites: Where do they shop?
(1) CROSS ANALYSIS – Demographic summary of “Department shopper” vs. “Online shopper”
(3) Fashion Brands: Who do they like and why?
(1) CROSS ANALYSIS – Demographic summary by “favorite brand”
(4) Spending habits and behavior: What influences their purchase decision on fashion items?
Survey questionnaires include …
・How much do you spend on fashion items per month?
・What is your resource for fashion trend information?
・Who is the most influential person on your purchase decision for fashion items (incl. clothes, bag, shoes, small items)?
・What is your favorite fashion brand? Why?
・What is your favorite Non-Japanese fashion brand? Why?
・What is your favorite (Hand) bag brand? Why?
・What is your favorite shoe brand? Why?
・Where do you shop your apparel fashion items (incl. clothes, bag, shoes, small items) most frequently?
・At which one of the previously mentioned places do you shop (your apparel fashion items) the most?
・What is the brand name of the previously mentioned clothing item?
・What was the decision factor for the purchase of the previously mentioned item?
・What was the price range of the purchase of the previously mentioned item?
(Reference) Japan’s Demographic information (as of October 2008)

FULL Report $500.00

Sections of the last report,
Vol.1 Fashion trend report of the women in their thirties in Japan
Vol.2 Fashion trend report of the women of High School Girls in Japan
Vol.3 Fashion Trend Reports of Tokyo Women In Their Twenties
For further information contact us