What percentage of consumers in the Onward Kashiyama survey reported maintaining or increasing fashion spending?

60.9% of consumers in the Onward Kashiyama survey reported maintaining or increasing fashion spending.

How many participants were included in the Onward Kashiyama fashion consumption survey?

The Onward Kashiyama survey included 429 participants aged 20-70 across Japan.

What year was the Onward Kashiyama survey on fashion spending conducted?

The article does not specify the exact year the Onward Kashiyama survey was conducted.

Which company found that consumers prioritize quality and brand loyalty in fashion choices?

Onward Kashiyama found that consumers prioritize quality and brand loyalty in fashion choices.

What age range was surveyed by Onward Kashiyama for their fashion spending research?

Onward Kashiyama surveyed individuals aged 20 to 70 for their fashion spending research.

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

Published May 19, 2026 8:00 PM ・ Updated Jun 14, 2026 3:20 PM ・ 4 min read ・ Source: PR TIMES

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.

Onward Kashiyama Releases Survey on Fashion Consumption Habits

Onward Kashiyama (Headquarters: Chuo-ku, Tokyo; President: Michinobu Homoto) has announced the results of its "Survey on Fashion Consumption Consciousness," conducted among 429 men and women aged 20 to 70 across Japan.

Amidst persistent inflation, new shifts in fashion consumption behavior have emerged. The study explored the boundary between "reduced consumption" and "protected consumption," as well as the reality of potential demand. The results reveal the consumer reality that "the desire to spend remains, even while practicing frugality," along with key trends in high-demand items.

### Key Findings

- **60% Maintain or Increase Spending**: Despite rising prices, 60.9% of respondents reported maintaining or increasing their fashion spending compared to last year. - **Strong Latent Demand**: Combining those who feel they "want to spend more but are restraining themselves (39.4%)" and those who "want to spend but lack the budget (22.1%)" reveals that 61.5% represent a latent demand segment, particularly notable among those in their 20s (71.9%) and women (66.7%). - **Investment in Quality**: When asked which items they would continue to buy despite price hikes, "high-quality items" (34.6%) ranked first, followed by "favorite brands" (32.7%). This underscores a "selective consumption" trend where consumers are unwilling to compromise on items they truly value. - **Diversified Frugality**: While reducing purchase frequency (48.3%) is the most common saving strategy, consumers are diversifying their habits through sales/outlets (39.4%) and the widespread use of flea market apps.

Onward Kashiyama intends to leverage these findings in its product and service development to continue providing value that aligns with the diverse lifestyles of its customers.

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Source: PR TIMES
Category: Survey

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

⚡ Key Points

Onward Kashiyama Releases Survey on Fashion Consumption Habits

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