#Japan #Tokyo #Cross Marketing #Fashion Research #Clothing Trends

Fashion Trends: Insights on Consumer Preferences and Online Shopping Behaviors

In a comprehensive study conducted by Cross Marketing, a Tokyo-based marketing research firm, significant insights into the fashion purchasing behaviors of individuals aged 18 to 49 have emerged. The study, carried out in May 2025, surveyed 3,000 men and women across Japan, aiming to capture lifestyle changes and consumer preferences regarding fashion.

Interest in Fashion

Among respondents, 46% expressed a desire to actively engage with fashion, with only 8% wanting to dress stylishly all the time. The trend indicates that younger individuals, especially those in their twenties, show a particularly strong interest in staying fashionable. Conversely, a lack of interest in fashion was notably prevalent among 30% of respondents in their 30s, compared to around 20% in the other age brackets (18-29 years and 40-50 years).

Attitudes Towards Fashion

Further examination of attitudes revealed that when asked about their fashion philosophy, participants emphasized the importance of appropriate makeup and hairstyles for the occasion (acclaimed by a majority), along with the view that paying attention to personal grooming is a sign of maturity. Interestingly, the desire for self-comfort over societal perceptions is significantly elevated as one ages, reflecting a generational shift in values. Participants were also concerned about their body shape and fit, with no significant difference across age groups.

Regarding style choices, 40% favored simplicity and cleanliness in appearance, while about 30% prioritized comfort and ease of movement, particularly in older demographics.

Key Factors in Clothing Purchases

When it comes to purchasing clothing, the top priorities for respondents include comfort (skin feel), ease of movement, design, functionality, and good cost performance. Interestingly, preferences for design and cost-effectiveness remained consistent across different age groups, indicating a common approach to clothing purchases.

Shopping Habits

A notable finding was that 62% of consumers preferred purchasing clothes from brick-and-mortar stores, while 38% opted for online shopping. Young individuals aged 18 to 29 and those in their 30s showed a stronger inclination to shop online without any prior research, with around 20% reporting they made purchases on e-commerce sites without visiting the store first. Moreover, for these younger segments, online purchases made up 40% of their total shopping, demonstrating a significant shift towards digital platforms.

Clothing Disposal Methods

On the topic of disposing of old clothing, a staggering 68% indicated they throw away their clothes as general waste, highlighting an area of concern regarding sustainability in fashion. Only 27% chose to dispose of clothes as resources through their local municipalities, while 21% reported selling their pre-owned items. Not surprisingly, the likelihood of selling clothes rather than discarding them increases among younger generations, reflecting varying attitudes towards sustainability.

The findings suggest a disconnect between desired sustainable practices and actual behaviors, warranting further investigation into consumer education regarding environmentally conscious clothing disposal.

Conclusion

The ongoing transformation in fashion purchasing behaviors—especially among younger individuals—marks a significant trend in the industry. As priorities shift towards comfort, ease, and digital accessibility, brands must adapt to these emerging consumer expectations. The insights from this research emphasize the need for retailers and marketers to re-evaluate their approaches and engage meaningfully with their target demographics.

For a comprehensive understanding of these findings and their implications, download the complete report from Cross Marketing's website.

Company Overview

• - Company Name: Cross Marketing Co., Ltd.
• - Location: 3-20-2 Nishi-Shinjuku, Tokyo Opera City Tower 24F, Shinjuku, Tokyo
• - Established: April 1, 2003
• - CEO: Mikio Igarashi
• - Website: https://www.cross-m.co.jp/

For media inquiries, please contact:

• - PR Contact: Marketing Department
• - Phone: 03-6859-1192
• - Email: pr-cm@cross-m.co.jp