In the end of 2018, Futaba Tsushinsha has implemented the “MOD Extremely fashionable men” 91 people interview, and has released a report in 2019.
The “MOD report” analyzed the personas of “Fashionable Millenials and Generation Z”, their fashion purchase behavior and their touch-points.
And there were also many requests for “a women version!”

Survey overview

• Recruiting: Snowball sampling
• Survey method: Depth interview (60 minutes per session)
• Survey amount: 107 people
  Gen Z (18-23 y/o): 27 people
  Millenials I (24-29 y/o): 36 people
  Millenials II (30-35 y/o): 44 people
• Survey period: October 28, 2019 – January 22, 2020
• Survey planning: Futaba Tsushinsha Co., Ltd.
• Survey Conductor: Futaba Tsushinsha Co., Ltd., See You. Inc.

MOJ and Information / Media

• The usage of Instagram is around 100%. It is an indispensable information infrastructure.
• Loads of “Videos” during spare time. Dramas on subscription services are good topics for mom friends.
• News are obtained from “LINE news” and “Twitter trends”.
• Music is listened on Youtube, Apple music and Spotify.
• More than half is using Instagram with Pinterest. It is use to concretize the image of things they like.
• Magazines are not read as much as before, but they are purchased if there is a nice feature. The most popular magazine is “GINZA”.

MOJ and Instagram

• There are manners for social media used with friends. Condescending attitude on social media is taboo.
• Tired of Instagram. Posts on feed are “memories with friends” or “archives for themselves”.
• Stories posts are used as “light” contact tool for friends.
• Instagram is for “fine-sounding things”. Lies and setups are verified thoughtfully.
• “Own tastes” are chosen over the amount of likes and followers.
• They know how scary are the social media, so they use several accounts. They change the contents and the timing of the posts.

MOJ and Fashion

• Fashion is about “no loss, no matching, being yourself. As they do not want to have similar clothes, they make researches in second hand stores and overseas web shops. They like “genderless fashion” that creates a slightly cute feeling.
• The 3 most liked brands by the MOJ are “ZARA, D2C brands and Margiela”.
• Interests start from “the atmosphere / lifestyle of fashionable people”. The lifestyles of brand directors are liked.
• High brands are not adored. The values of high brands are “famousness and timeless value”.
• Fashion education comes from the parents. They are getting along with their parents and they re-use their parents clothes likes second hand clothes.