What is “FABCO”?

The data is from Futaba Tsushinsha’s original internet survey,
focusing on ’fashion’, ‘media’ and ‘consumers’.
*Conducted once a year for each of the fashion and jewelry sections

FABCO data and examples of use

• Brand awareness rate, purchase rate, purchase intention rate
• Brand user profile
• Media touchpoint analysis by age and gender group (Social media / Digital / Magazines)
• Shopping facilities user analysis
• Consumers fashion insights

FABCO 2023 Summary

In May 2023, all restrictions on behavior following the spread of Covid-19 were lifted.
Lifestyle behavior has generally returned to pre-Covid-19 disaster levels, and the excitement of “just before the end of the Covid-19” has subsided.
In addition, the yen’s depreciation, which has been continuing for more than a year, and rising living costs due to a rush of price increases seem to have affected consumer attitudes.

【Fashion Consumption Trend】

Household income declines for both men and women, while the cost of fashion rises

• Price hikes in the purchase price of goods, with men’s “good quality orientation” having an impact?

Purchase of fashion items “reverts back to physical stores”

• “Internet shopping” decreased

‘People’, ‘collaboration’ and ‘iconic products’ contribute to growth in brand awareness and purchase intention

• Regardless of price range or taste, brands that have been worn by Korean and Japanese idols and famous athletes, or involved in high-profile collaborations, tend to increase in recognition and purchase intention rates

Men are “back to suits and good quality,” while women are “lost in fashion”. Both men and women are cautious when shopping

• For both men and women, the growth rate of “not buying brands I have never bought or don’t know” topped the list. Increasing brand loyalty is important.
• Men are more positive about fashion. Fashion is shifting from casual to “suit/jacket style”. Wanting to take on challenges.
• Women are “price-conscious,” perhaps due to price hikes and declining annual incomes. Lacking confidence in their coordination, they turn to social networking sites to shop at a discount without making mistakes.

【Communication Trends】

“SNS” is the only growing source of fashion information. “SNS” has become an information source on the same level as “in-store” fashion information

• The growth of “SNS” is particularly large for men. For women, it was the same as the previous year
• The gap between “SNS” and “in-store” has narrowed for both men and women
• As consumers become interested in and sympathize with products through SNS and return to physical stores for purchases, it is becoming increasingly important to provide them with “in-store” experiences

More than “newness” and “speed,” “personal interest” is the most important factor. The willingness to “search” for information has toned down. Algorithm familiarity?

• Negative for both men and women in “wanting to know what’s being talked about in the world”
• Rather than just following what’s new and what’s fast, we are shifting to looking at what appears in feeds and timelines that are relevant to our own interests
• Women are increasingly “encountering products” at pop-ups. The value of “things that can only be found here and now” is increasing

“Taipa-Behavior” Spreads. More than one in three men and women “watch at double speed”

• One in four men prefer “short videos”.

SNS and videos are the gateway to “know” what you want to know and what you didn’t know

• YouTube/X is the main information contact point for men. For women, Instagram is high in all funnels of “awareness, interest, search, purchase, and share,” followed by YouTube/X.
• Pinterest contributes to “know, search and buy”.

Past survey reports

Information of Fashion x Media x Consumer Survey “FABCO” 2022