【2023 Edition] Interview with Bunka Fashion College Students!　The Real-Voice of the Fashionable Z Generation Group Interview Report

This group interview was planned with the cooperation of the Fashion Promotion Course of the Fashion Distribution Department at Bunka Fashion College to learn about the “reality” of communication and fashion for current students of Bunka Fashion College = the “Fashionable Z Generation”.
This is the third time the event has been held since 2021.

Research Summary

• Research method: Focus group interviews
• Research Targets: A total of 4 pairs of current Bunka Fashion College students (21 people)
  GROUP01：5 people (4 aged 19, 1 aged 23)
  GROUP02：5 people (3 aged 19, 1 aged 20,1 aged 23)
  GROUP03：5 people (4 aged 19, 1 aged 20)
  GROUP04：6 people (1 aged 19, 4 aged 20,1 aged 22)
• Research period: July 13 and 19, 2023
• Research planning and survey: Futaba Tsushinsha Co., Ltd.
• Cooperation:Bunka Fashion College, Fashion Marketing and Distribution Department, Fashion Promotion Course

Summary

【Communication】

• I really want to be more “honest” and know more about my friends/favorite influencers.
• The time-efficient acts of watching spoilers, watching at double speed, and reading books from the back of the book is “because I want to feel safe”.
• “TikTok is the digest of all platforms” and “Word of mouth searches come from TikTok.”
• The “favorite” do affect our behavior

【Fashion】

• Lower age of brand contact / native EC
• Purpose-buying from “Wish List”
• Naturally modulated Consumption + Instantaneous Consumption
• Design First. Start looking in the “archives” for designs I like

【Keywords】

• “old-fashioned,” “rough,” “a little hands-on analog,” “hand-crafted warmth,” “memories”
  They are accustomed to seeing manipulated images on social networking sites, and it has become commonplace for them to do the same.
  On the other hand, they are usually busy with school assignments and have a desire to relax. Perhaps because of this, they are moved by things and objects that are human, uneven, and exciting.