Going out and shopping is already the norm.
The dependency on social media and video is high, and the presence of TikTok is increasing.
The influence of “Korea” and “Y2K” is clearly visible in fashion and influencers.

This survey was conducted as a collaboration between Fashion Promotion Course of Fashion Marketing Distribution Department at Bunka Fashion College and Futaba Tsushinsha Co., Ltd.
This is the third time the survey has been conducted since its inception in 2021.
88% of the students are between 18 and 21 years old.
Through the questionnaire, we have unraveled the insights and preferences of Bunka Fashion College’s current students, the fashionable Generation Z, and compiled them into a report.

Survey overview

• Survey method: WEB survey
• Number of Respondents: 614 current students of Bunka Fashion College
• Survey period: July 12 – July 23, 2023
• Survey planning and execution: Futaba Tsushinsha Co., Ltd.
• Cooperation: Bunka Fashion College, Fashion Marketing and Distribution Department, Fashion Promotion Course

Survey content

About Bunka Fashion College’s owned media “prop” / Living and interests / Shopping / Social media contact behavior / Fashion / Metaverse, NFT, and generated AI /SDGs
About 40 questions in total

Survey result summary

• Opportunities of going out is increasing, and more than 80% are buying clothes, and more than 60% buy second-hand clothes and shoes, sneakers, sports shoes.
• The touch point for fashion items is only on Instagram! TikTok has also surged to the second place.
• Social Media, fashionable fashion is important to “get out of the high-school look”.
  Time-effectiveness consciousness has become even clearer, with users selecting “information, people, and platforms that are worth their time. On TikTok, the read-only members have moved to the posting side.
• Clothing is popular for lower-priced items; Y2K tastes and designer brands add individuality. Especially they are focusing on DIESEL and Balenciaga as well as famous high fashion brands.
• Nana Komatsu topped the list of “People with Good Sense of Style” for the third consecutive year! In second place is sister and brother “Yoshimichi”. Korean idols and actors are also popular.
  People with healthy, glamorous and fashionable looks who get a lot of exposure on YouTube and TikTok are at the top of the list