This group interview was conducted in cooperation with Fashion Promotion Course of Fashion Marketing Distribution Department at Bunka Fashion College, targeting current Bunka Fashion College students = “Fashionable Generation Z.” The purpose of this interview was to learn about communication and the “reality” of fashion.
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.
Research Summary
- Survey Method: Group interview
- Subjects of the survey: A total of 18 current students of Bunka Fashion College Fashion Promotion Course (4 groups)
GROUP01：5 students
GROUP02：5 students
GROUP03：5 students
GROUP04：3 students - Survey Dates: July 7, and 9, 2025
- Survey planning and survey: FUTABA TSUSHINSHA Co, Ltd.
- Cooperation: Fashion Promotion Course of Fashion Marketing Distribution Department at Bunka Fashion College
Insighits
Strictly Following Their Own Standards- Focusing on “What They Like” and “What Feels Right”
- 「They prioritize “what they like,” “what makes sense,” and choices that fit their current self.
- They notice trends through social media and friends, adopting some, but often say “It’s popular, but not for me,” showing trends are becoming fragmented and individualized.
- 「Frequent remarks like “I don’t want to follow the crowd” or “I don’t want to imitate the mainstream” reflect a desire to stay true to their momentary preferences and maintain a sense of independence.
Narratives That Carry Value
- Accessories, bag charms, revival characters, and tumblers are cherished not just for being “cute” or “liked,” but because they carry meaning or a personal story that only the owner understands.
- The narrative — being able to explain why they like something or tell its story — becomes the source of value for these items or actions.
Appears Goal-Driven, But Open to Serendipity (Encounters with unexpected things and experiences)
- Their use of shopping and social media is goal-oriented, often efficient, but not purely about maximizing time or money. Within limited resources, they make choices that feel satisfying and comfortable.
- While routine shopping is usually purpose-driven, they will spend spontaneously when experiencing love at first sight or opportunities available only in the moment, and they have the means to do so.
Triggers for Purchasing Fashion Items
