Fashionable Generation Z makes full use of Social media and videos to both express themselves and watch trends.
Vlogs and “BeReal.” are popular because people want to see/show “as is/as real”.
The yearning for designer brands is strong. The use of cross-border EC is gradually expanding for purchases.
In addition to the trend makers “Korea”, “China” is also coming!

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 fourth time the survey has been conducted.

Until last year, only students in the Fashion Marketing Distribution Department responded to the survey, but this year we received cooperation from the entire Bunka Fashion College.
With the addition of students who aspire to produce clothing and fashion goods, the response trend has changed.
In addition, the ratio of international students has also increased due to the removal of the COVID-19 restrictions.

We hope that this report will help you understand the insights and preferences of the “Fashionable Z Generation” which is centered on people around the age of 19.

Survey overview

• Survey method: WEB survey
• Number of Respondents: 874 current students of Bunka Fashion College
• Survey period: June 25 – July 5, 2024
• Survey planning and execution: Futaba Tsushinsha Co., Ltd.
• Cooperation: Bunka Fashion College, Fashion Marketing and Distribution Department, Fashion Promotion Course

Question Content

About Bunka Fashion College’s owned media “prop” / Living and interests / Shopping / What they want, what they want to do / Social media and media contact behavior / Fashion item purchasing / Time performance behavior / Metaverse, NFT, and generative AI / Sustainable purchasing behavior
Total 38 questions

Research Summary

• Almost all of them use “Instagram” to collect information on a daily basis, while “Pinterest” is also used at the same time. “BeReal.”, “Xiaohongsho/RED” and “WeChat” are on the increase.
• While they use Social media strategically for “self-expression,” “information gathering,” “trend identification,” and “community building,” they also prefer vlog because they want to see/show their “real” side. They are calmly judging the “time performance” of Social media.
• The brands you buy & admire:
  They devise their own unique style while keeping prices low.
  They are looking for “sports & street,” “high brand & mode,” and “adult girly” as their base, and also incorporate “Y2K” and “NEW-TRO (= NEW＋RETRO)”.
  They have a strong yearning for high brands and designer brands.
• Online purchases of fashion items are concentrated on “ZOZOTOWN” and “SHEIN”. Cross-border EC is also attracting increasing attention.
• The top “Person with good fashion sense” was YouTuber/creator “Asaginyo”. “Kemio” and “BLACKPINK/Jenny” also ranked high. The influence of videos and K-POP idols is clear.

Please contact our marketing team for a detailed report.