Buy or Rent a Furisode? Renters Highlight 'Cost Savings' While Buyers Emphasize 'Passing It Down to Daughters and Granddaughters'

■ When Choosing a Furisode, Do You Care More About 'Design,' 'Price,' or 'Memories'?

Furisode is a formal kimono worn at life milestones such as coming-of-age ceremonies and graduations.

Because it is a special garment worn on limited occasions in a lifetime, many people may struggle with questions such as 'what criteria should I use to choose,' 'is it better to buy or rent,' and 'is it acceptable to choose Mama-furi (wearing a mother's kimono)?'

In reality, what do women value most when choosing a Furisode?

Furthermore, what are the underlying sentiments behind the choices of buying, renting, and using Mama-furi?

Therefore, in collaboration with Mitsuboshi Gofukuten Co., Ltd., we conducted a questionnaire survey on 'How to Choose and Preferences for Furisode' targeting 200 women nationwide.

* When quoting the contents of this press release, please adhere to the following:

- State that the source is a 'Survey by NEXER Inc. and Mitsuboshi Gofukuten Co., Ltd.'

- Provide a link to Mitsuboshi Gofukuten Co., Ltd. (https://www.mitsuboshi529.com/)

Overview of the 'Survey on How to Choose and Preferences for Furisode'

Survey method: Internet questionnaire

Survey period: April 24 to May 6, 2026

Target audience: Women nationwide

Valid responses: 200 samples

Questions asked:

Question 1: What do you value most when choosing (or if you were to choose in the future) a Furisode?

Question 2: Please tell us the reason.

Question 3: Do you think it is better to 'buy,' 'rent,' or use 'Mama-furi' (wearing a mother's or sister's Furisode)?

Question 4: Please tell us the reason.

Question 5: Which of the following reasons for wanting to 'buy' a Furisode can you relate to? (Multiple answers allowed)

Question 6: Which of the following reasons for wanting to 'rent' a Furisode can you relate to? (Multiple answers allowed)

Question 7: What do you think about 'Mama-furi' (wearing a mother's or sister's Furisode)?

Question 8: Please tell us the reason why you think so.

* Since figures are generally rounded to the first decimal place, the total may not exactly equal 100%.

■ 57.5% Answered They Value 'Design, Color, and Pattern' the Most When Choosing a Furisode

First, we asked what people value most when choosing a Furisode.

The most common answer was 'design, color, and pattern' at 57.5%.

This was followed by 'price and cost performance' at 18.5%, and 'focus on quality, material, and processing' at 8.5%.

It is clear that more than half of the women prioritize the visual design and color above all else.

We asked about the reasons for their answers, and here are some of them.

Those who answered 'Design, color, and pattern':

- Because I rarely wear it, I want to wear a pattern I like. (Teens / Female)

- Because I wanted to express my own color. (20s / Female)

- Because wearing a Furisode with my favorite color or pattern lifts my spirits. (30s / Female)

- I want to first select items that raise my excitement level before considering the price. (30s / Female)

Those who answered 'Price and cost performance':

- Even though it's special, there is a limit to the budget. (30s / Female)

- Since the number of times it can be worn is limited, I think a cheaper price is better. (30s / Female)

- The color is nice, but the price is important. (40s / Female)

Those who answered 'Focus on quality, material, and processing':

- Because material and quality are important. (20s / Female)

- Since it is a once-in-a-lifetime commemorative event where many photos will be taken, I want to choose something made of high-quality materials that does not look cheap, with careful processing that shows the artisan's skill. (30s / Female)

Many of the reasons given by those who chose design resonated with emotions, such as 'whether it lifts my spirits' or 'whether I can express myself.' Those who prioritize price hold a realistic perspective that 'budget is important precisely because the number of times it can be worn is limited.'

Among those who prioritize quality, the prominent opinion was 'I want to choose something of high quality because it will remain for a long time as photos and memories.' Although the points of emphasis differ, it seems common for everyone to view the Furisode as 'a special garment for oneself.'

■ 57.0% Answered That Renting is the Best Option for Furisode

Next, we asked whether they thought it was better to 'buy,' 'rent,' or use 'Mama-furi' (wearing a mother's or sister's Furisode).

The most common answer was 'renting is better' at 57.0%.

This was followed by 'any is fine' at 14.5% and 'don't know' at 13.5%. 'Buying is better' and 'Mama-furi is better' both remained at 7.5%.

It is evident that when choosing a Furisode, more people prefer to rent rather than buy or use Mama-furi.

We asked about the reasons for their answers, and here are some of them.

Those who answered 'Renting is better':

- Because there are no other opportunities to wear it. (20s / Female)

- Furisode requires specialized knowledge and space for cleaning and storage after wearing. I think renting fits modern lifestyles because you can return it without worrying about post-wear maintenance. (30s / Female)

- Because you can wear different ones when attending coming-of-age ceremonies, university graduations, weddings, etc. (30s / Female)

Those who answered 'Buying is better':

- Because I don't like renting. (20s / Female)

- I want to choose it myself. (30s / Female)

- Because I want to make it my own. (40s / Female)

Those who answered 'Mama-furi is better':

- Because it doesn't cost money. (20s / Female)

- Because it becomes a memory. (20s / Female)

- And it doesn't cost money. (30s / Female)

Among the rental group, prominent voices cited 'few opportunities to wear it' and 'hassle of storage and maintenance' as reasons. This reflects a realistic judgment that the burden of post-purchase maintenance costs for a one-time event is too high.

Those who prefer to buy seem to have a strong preference for 'having my own unique garment' and 'avoiding what others have worn.' For the Mama-furi group, in addition to the cost benefits, there were voices emphasizing the 'inheritance of memories.'

■ The No. 1 Reason for Wanting to 'Buy' is 'Passing It Down to Daughters and Granddaughters'

Next, we asked which reasons they could relate to for wanting to 'buy' a Furisode.

The most common answer was 'passing it down to daughters and granddaughters' at 28.0%.

This was followed by 'wanting to wear it at weddings and other celebratory events' at 23.5%, and 'wanting to keep it on hand as a lifelong memento' at 22.0%.

It is clear that the ability to pass it down across generations is a major motivation when considering the purchase of a Furisode.

Additionally, there were many voices expressing a desire to wear it for a long time at weddings and celebrations, or to keep it as a lifelong memento. Buyers seem to view the Furisode not as a one-time outfit, but as something to be cherished for a long time.

■ The No. 1 Reason for Wanting to 'Rent' is 'Cost Savings'

Next, we asked which reasons they could relate to for wanting to 'rent' a Furisode.

The most common answer was 'cost savings' at 58.0%.

This was followed by 'no hassle of storage and management' at 43.0%, and 'renting is enough since it will only be worn once' at 42