#Japan #Survey Results #Shinjuku #Cross Marketing #Clothing Change

Understanding Seasonal Wardrobe Changes in Japan

As seasons shift and the summer heat stubbornly lingers into autumn, many are left questioning when is the right time for a wardrobe update. A recent survey conducted by Cross Marketing aims to shed light on the state of seasonal clothing transitions among Japanese citizens aged 20 to 69.

Insights from the Survey

The survey discovered that about 62.5% of respondents engage in some form of seasonal clothing change, with 41.8% adhering strictly to a seasonal switch. The inclination to update wardrobes appears to grow with age, as a remarkable 76.4% of respondents in their 60s reported practicing this seasonal tradition.

Interestingly, storage habits for out-of-season clothing showed a notable split. Roughly one-third of respondents either store clothes in the same location year-round or switch storage based on the season. Younger groups, particularly those in their 20s to 50s, seem to prefer consistent storage, while older generations opt for seasonal adjustments.

Why Change Wardrobes?

When asked about the reasons for undertaking seasonal changes, the top two responses highlighted practical benefits: easier daily access to clothes and the necessity arising from limited storage space. These sentiments resonate more strongly among women aged 40 to 60, who note the additional advantages of decluttering their wardrobe and keeping track of their clothing inventory.

In stark contrast, those who refrained from changing their wardrobes cited various reasons, including the inconvenience of the process, ample storage space, and a lack of sufficient clothing volume to necessitate a change. Notably, the inclination towards keeping all clothes in one space was particularly prevalent in respondents aged 50 to 60.

Current Fashion Choices for Autumn 2025

As for the current fashion landscape this autumn, the survey indicates that 30.9% of participants are still predominantly wearing summer clothes, attributing this choice to persisting warm weather conditions. A considerable portion of respondents expressed uncertainty about purchasing autumn clothing, with many still reluctant to try on seasonal attire. Greater hesitance is observed in the 50-to-60 age group, who echo concerns about the weather and delay transitioning to fall fashion. Conversely, younger respondents exhibit a more proactive approach towards autumn shopping, with a greater eagerness to explore new seasonal options.

Summary of Survey Topics

The survey's topics encompassed:

• - Demographic questions
• - Practices surrounding seasonal clothing changes
• - Methods for storing out-of-season garments
• - Motivations for and against wardrobe changes
• - Attitudes towards autumn fashion choices

In conclusion, this survey illustrates the complex dynamics of how Japanese individuals navigate their wardrobes amidst changing seasonal climates. As climate variability continues to influence daily life, the age-old practice of 'kigae' (wardrobe changing) faces new challenges, but also opportunities for new fashion explorations.

For detailed survey findings, the full report is accessible here.

Survey Overview

• - Methodology: Online research utilizing Cross Marketing’s self-administrated questionnaire tool, QiQUMO.
• - Region: Nationwide across all 47 prefectures.
• - Participants: Men and women aged 20 to 69.
• - Survey Period: September 26-28, 2025.
• - Valid Responses: 1,100 samples collected.

For more information about Cross Marketing, visit their website.