Even with the Corona pandemic, the “Fashionable Z Generation” is positive about fashion.
They enjoy “fashion and beauty for going out” and watch the runways of luxury and designer brands even if they can’t afford them.
Messages from creative and outgoing “persons are relevant!

Futaba Tsushinsha conducted a questionnaire survey of current students of Bunka Fashion College, or the “Fashionable Z Generation,” as part of a collaborative class with the Fashion Promotion Course in the Fashion Marketing and Distribution Department of Bunka Fashion College, in order to understand the fashion purchasing attitudes and media contact trends of the Corona pandemic. The results have been compiled in this report.
Seventy-five percent of the students who responded to the survey were between the ages of 18 and 19, and they are experiencing their entire student life during the Corona pandemic. Through the questionnaire, we were able to unravel what kind of activities and interests the “Fashionable Z Generation,” mainly high teens, are taking part in while being restricted from various experiences.

Survey overview

• Survey method: WEB survey
• Number of Respondents: 475 current students of Bunka Fashion College
• Survey period: July 2 – July 11, 2021
• Survey planning and execution: Futaba Tsushinsha Co., Ltd.
• Cooperation: Bunka Fashion College, Fashion Marketing and Distribution Department, Fashion Promotion Course

Survey content

Lifestyle and shopping / Social media and media contact behavior / Fashion / SDGs and social contribution About 30 questions in total

Survey result summary

• Over 70% of respondents bought clothes this year. They also love second-hand clothes! Even though the state of emergency is still in effect, they are still spending money on fashion and cosmetics for going out
• Luxury brands communication activities are not ineffective! They check runways even if they don’t buy the products. They are attracted by designers and artists.
• People with good taste are “Nana Komatsu” and “Masaki Suda”! Among women, they sympathize with idols/models, store staff/directors who communicate information combining girly cuteness with strong individuality.