A Survey Of Japanese Consumer Clothing Purchase Methods And Shopping Channels

The survey of The Global Lifestyle Monitor in 2012 showed that compared with the survey conducted in 2008, the clothing buying methods and shopping channels of Japanese consumers changed significantly in 2012, and the proportion of parity stores and online shopping increased significantly. Among the clothing types that consumers like, there is an increasing trend in the possession of jeans products, especially in comparison with those in Europe and America except shirts, skirts and jeans. clothing There has also been a trend of diversification in category.

Increasing frequency of shopping channels

In March ~4, relevant departments conducted surveys on consumption in 10 countries, namely Japan, China, Thailand, India, the United Kingdom, Germany, Italy, Turkey, Brazil and Columbia. In Japan, 250 men and 16 years old were ~54. It is reported that in the survey of clothing purchasing channels of Japanese consumers, the "parity shop" accounted for 23%, ranking the first place, and increased by 8 percentage points compared with the survey results 4 years ago. There is also an increase in online shopping, up 14%, an increase of 7 percentage points over the same period last year. "Chain stores" showed a decline, compared with 2008, a decrease of 8 percentage points, reaching 15%. The "exclusive store" (20%) remains unchanged. Shopping malls (15%) fell by 4 percentage points.

The survey also showed that the frequency of Japanese consumers' purchase decreased, for example, the "purchase of clothing items more than 1 times a month" option decreased from 42% in 2008 to 35%; from the propensity to consume, the purchase tendency tended to be "discount sales promotion season" accounted for 90%; "compared with the popular new products, more willing to choose basic products" accounted for 83%; "compared to fashion more emphasis on comfort" accounted for 76%; "impulse consumption" accounted for only 34%.

Cowboy heat is varied and diversified.

In the procurement of clothing and accessories, 88% of the most valued "quality"; 87% of them are "durable". In particular, it is particularly obvious that 85% of those who choose to wear "one or two seasons of clothing are of great importance". Therefore, it is easy to see that even in the era of parity and fast fashion consumption, the quality of products can not be underestimated. In the survey, consumers' expectations for durability of various categories of clothing are as follows: 7 years for coats, 6 years for jeans, suits for 5 years, suits and sweaters, and casual shirts and casual pants for 4 years.

According to the survey results of pure cotton or cotton blended clothing, 84% of consumers prefer cotton products, which is 86% in Europe and 82% in the United States, accounting for a higher proportion. Consumers think that "cotton products are the most modern fashion materials". Japan accounts for 80%, Europe 77% and the United States 83%, all at a higher level.

The preference for cowboy products is 66% of "wearing jeans" and "very much", showing the tendency of consumers towards cowboy products. The average number of jeans for consumers is 5. The average number of jeans owned by jeans rose from 11 in 2008 to 16 now. In the meantime, denim fabric has been developed into jacket, shirt, skirt, shorts and other fields. It has been welcomed by consumers, and the development of jeans garment has been diversified. Compared with Europe and the United States, Japan has more and more diversified denim products. From jeans to jeans data, Europe accounts for 43% and the United States 45%, while Japan has only 29%.