The survey was launched in 2021 as a collaboration between Fashion Promotion Course of Fashion Marketing Distribution Department at Bunka Fashion College and FUTABA TSUSHINSHA Co, Ltd. , this is the 5th time the survey has been conducted.

In addition, in July 2025, our company conducted a web survey answered by 1,031 current students of Bunka Fashion College.
This group interview brought together the unique and individualistic students characteristic of Bunka Fashion
College, capturing motivations and honest opinions behind behaviors that cannot be seen in surveys alone.
We hope this report will serve as a valuable resource for understanding the fashionable Generation Z.