#Japan #Tokyo #UNIQLO #Fashion Trends #Ponta

Recent Fashion Trends Survey in Japan

In a recent survey conducted by Loyalty Marketing Co., Ltd., which operates the Ponta points service, the fashion preferences of individuals aged 15 to 59 were analyzed. The survey took place from August 7 to August 13, 2025. The results shed light on the preferred fashion brands, the perception of age-appropriate styles, and the usage of personal color and body shape diagnostics in clothing choices.

Uniqlo Takes the Lead

Uniqlo stands out as the most favored fashion brand among all age groups. Respondents were asked about the brands they frequently purchase, those they like, and aspirational bands. When it comes to brands commonly purchased, 34.6% of participants selected Uniqlo as their top choice, followed by GU at 22.4%. In terms of brand preference, Uniqlo leads once again with 26.6%, while GU follows with 16.7%. These findings show that Uniqlo has garnered consistent daily support from consumers, proving itself favored across all demographics except for teenage females, where it is surpassed by other brands.

When probing into aspirational brands, luxurious high-end names were mentioned, highlighting a gap between brands consumers realistically buy and those they idealize.

Favorite Brands by Age Group

• - Teenagers: Uniqlo ranks first in preferences.
• - Twenties: Similar trends continue, indicating a strong brand presence.
• - Thirties to Fifties: Uniqlo remains a frontrunner, demonstrating its appeal across generations.

Generational Style Awareness

The survey also explored whether individuals feel that suitable styles exist for their generation. Approximately 43.2% of participants agreed, saying they believe in the existence of age-appropriate styles. Meanwhile, 29.0% claimed they do not recognize generational differences, and 27.8% did not feel the need to consider them. Notably, women across all age categories reported feeling more aligned with generational styles compared to men. Among women, the highest recognition came from the teenage demographic, where 54.2% affirmed this belief, followed closely by young women in their twenties at 53.6%.

Interest in Personal Diagnostics

The survey further revealed that more than 40% of women in their teens and twenties rely on personal color diagnostics and body shape analysis when selecting outfits. The findings suggest a growing inclination towards making logical rather than purely aesthetic wardrobe choices. When asked if they utilize these diagnostics, 13.5% of respondents indicated they consider both; 7.9% focused on personal color, while 5.3% utilized body shape diagnostics. Women in their teens displayed a remarkable interest, with 14.5% utilizing body shape diagnostics, while over 27% of women in their twenties used both tools.

Conclusion

This survey showcases the shifting dynamics of fashion preferences, revealing Uniqlo as an enduring favorite across age cohorts while illuminating the increasing tendency among younger generations to approach fashion from a strategic viewpoint. As fashion continues to evolve, brands like Uniqlo must adapt to maintain this pivotal position in the market.

Survey Overview

The survey's methodology was rooted in an internet-based questionnaire targeting individuals aged 15 to 59 residing in Japan, with a valid response set of 1,046 participants. Gender representation was equal among age groups, allowing a well-rounded perspective on fashion preferences.

While the results were rounded off to two decimal points, they offer crucial insights into consumer behavior and expectations within the realm of fashion and beyond.

Note: When referencing this survey, please credit as “Ponta Research.”