What was the main objective of Onward Kashiyama's survey?

To examine shifts in consumer fashion spending behaviors amidst ongoing inflation and to understand the reality of potential consumer demand.

What is the primary reason for reducing fashion spending?

While "increased cost of living due to inflation" is the top reason at 48.2%, 31.0% cite having enough clothes as a contributing factor.

What does "discerning consumption" (merihari) imply?

It refers to the trend where consumers balance cost-cutting with dedicated investment in items they truly value, such as high-quality goods or favorite brands.

AI News NQ Analysis

Onward Kashiyama Survey: 60% of Consumers Want to Spend More on Fashion; Value Driven by Quality and Brand

NQ Score 90/100

N1 Content Completeness 95

AI Summary (NQ-processed)

Onward Kashiyama surveyed 429 people aged 20-70 across Japan regarding their fashion consumption habits. Despite inflation, 60.9% have maintained or increased fashion spending, highlighting a trend of "selective consumption" where consumers prioritize quality and brand loyalty over low prices.

AI Analysis

Frequently Asked Questions

Q: What was the main objective of Onward Kashiyama's survey?: A: To examine shifts in consumer fashion spending behaviors amidst ongoing inflation and to understand the reality of potential consumer demand.
Q: What is the primary reason for reducing fashion spending?: A: While "increased cost of living due to inflation" is the top reason at 48.2%, 31.0% cite having enough clothes as a contributing factor.
Q: What does "discerning consumption" (merihari) imply?: A: It refers to the trend where consumers balance cost-cutting with dedicated investment in items they truly value, such as high-quality goods or favorite brands.