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Exploration of T-Shirt Purchasing Trends in Japan

In a recent survey conducted by Plus One International, a leading company in manufacturing original wear and goods based in Takamatsu, Kagawa, insights into T-shirt purchasing habits were uncovered. The research targeted 1,029 individuals who purchase at least one T-shirt a year, aiming to explore what drives their choices when shopping for this wardrobe staple.

Survey Overview

Conducted from April 18 to April 21, 2025, the survey employed an internet-based method via PRIZMA. Participants were asked various questions to uncover their preferences, purchasing frequency, and factors influencing their decisions when buying T-shirts.

How Many T-Shirts Do People Buy?

The survey revealed that more than half of the respondents (52.9%) purchase approximately 2 to 3 T-shirts annually, while 21.6% buy 4 to 5, and 9.9% buy just one. This indicates that although T-shirts are a frequent choice in daily wear, many individuals restrict their purchases to just a few per year.

Average Price of T-Shirts

When asked about the average price they pay for a T-shirt, 33.5% of respondents indicated they usually spend between 1,000 to 2,000 yen. Following this, 25.7% reported spending between 2,000 to 3,000 yen, and 13.9% noted spending between 3,000 to 4,000 yen. This suggests a clear focus on affordability, with many opting for lower to mid-range priced items.

Preference for Plain vs. Designed T-Shirts

In examining preferences for plain versus designed T-shirts, approximately 47.4% of participants preferred plain T-shirts. This illustrates a trend towards versatile styles that can be worn across various occasions, albeit with a healthy demand for graphical designs as well.

Where Are T-Shirts Purchased?

The majority (54.5%) of respondents prefer purchasing their T-shirts from the direct stores of apparel brands. This choice underlines the importance of the tactile experience in shopping, allowing customers to feel the texture, check the colors, and confirm fitting sizes before purchasing.

Main Purpose of T-Shirt Purchases

When questioned about the primary use for the T-shirts they buy, a striking 86.5% indicated that they use them for casual wear, while 34.4% purchase T-shirts as loungewear, and 23.1% for work purposes.

Key Insights on Information Sources for Purchases

The impact of in-store displays and product descriptions is highlighted, as 59.1% of respondents rely heavily on these sources when making purchasing decisions. Moreover, traditional EC site descriptions and official brand website information were less influential, noted by 19.2% and 17.4% of respondents, respectively.

Important Factors When Choosing T-Shirts

Participants were asked to reveal what factors they prioritize when selecting T-shirts. The results indicated that color (67.2%), price (66.3%), and design (65.3%) were the top considerations. Notably, over half of the respondents also valued comfort, suggesting quality plays a significant role in their decision-making.

Brand Loyalty Towards T-Shirts

When it comes to brand preference, an impressive 38.7% of participants stated they are not particular about brands. However, 37.5% cited UNIQLO as their favorite, followed by GU at 16.6%. This demonstrates a general tendency towards accessibility and practicality in choosing brands.

What Drives T-Shirt Purchases?

Notably, key motivators for purchasing T-shirts include attractive discounts or promotions, with 36.6% of participants confirming this as a factor in their purchasing behavior. Other influential elements noted were seasonal trends and trust in Japanese-made products.

Interest in Custom T-Shirts

Interestingly, around 25% of respondents expressed interest in designing their own T-shirts, indicating an emerging trend where consumers seek personalized apparel options beyond standard retail offerings.

Conclusion: Balancing Price and Quality

The survey conducted by Plus One International highlights that T-shirts remain a staple item for many, yet purchases are limited to 2-3 annually. While price is a predominant factor in this segment, quality and design cannot be overlooked as essential elements influencing buyer decisions. The inclination towards purchasing from physical stores also underscores the tactile nature of clothing shopping.

Ultimately, the survey reveals a growing interest in customizable designs, showcasing a bridging of traditional retail practices with modern consumer personalization preferences.

About Plus One International

As a leader in custom wear production, Plus One International offers a range of over 10,000 products, including custom T-shirts ideal for teams and events. Committed to fostering creativity in personal design, Plus One continues to expand its accessible services through both online and real-world platforms.

For more details, visit: Plus One International