Onward Kashiyama Survey: 60% of Consumers Want to Spend More on Fashion; Value Driven by Quality and Brand
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.
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- 📰 Published: May 19, 2026 at 20:00
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## 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.
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.
FAQ
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.