What is “FABCO”?

We annually conduct our proprietary survey method, “FABCO (Futaba’s Assessment of Brands & Consumer)”.
The survey covers fresh trend information and analysis in the market, exploring what is happening to brands, media, and consumers, and the interrelationship among them from various aspects.

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

FABCO2020 Summary

[Background]
The emergency state declaration and the request for self-quarantine led to more time at home, and an increase in screen time.
Remote Work became common.
More family time with school closures, classes going online, and events cancellations.
Anxiety about the unpredictable situation of COVID-19.

• Significant increase in social media, video and music touchpoints.
• Fashion purchasing power is going down for men and up for women.
• More and more fashion items purchases on e-commerce; the influence of social media is increasing.
• There is a growing interest in “information from people”.
• Print media touchpoints are going down.
• Lifestyles are being reviewed. Increased interests and hobbies with more time.
• Increased interest in food, “at home” entertainment and health maintenance.

Uptrend/Downtrend

Examples of consumers data in COVID-19 times ①Fashion information source

• Social media increased for both women and men.
• Fashion information touchpoint scores increased for men.
• All scores increased except for magazines.

Examples of consumers data in COVID-19 times ②Interests for people communicating information

• Social media / Video contents / Music contents touchpoints have increased for both women and men, interests for information from “Celebrities / Comedians / TV-talents” and “Musicians / Artists” have increased.
• “Youtubers” scores have increased for men. For women, scores for “individuals with good fashion sense” increased due to the influence of Instagram.
• Remote videos of celebrities, no-audience concerts live streaming, and the increase of comedians moving to YouTube are also influencing this trend.

Examples of consumers data in COVID-19 times ③Lifestyle

• 20s to 30s men and 40s to 50s women are “working on to do things they can do for the environment”.
• Younger people have more “live-shopping experience” and are more “motivation to take care of their skin and body”. They also pay more attention to connecting with others.

Past survey reports

• Fashion×Media×Consumer Survey「FABCO」 2017