Shift Towards Circular Fashion: Discarded Clothes Less Common Than Recycled Ones During Seasonal Changes

The Marketing Group at Onward Kashiyama (Headquarters: Chuo-ku, Tokyo; President: Michinobu Homoto) conducted a survey on 'Fashion Consumption: Seasonal Wardrobe Changes Looking Toward Summer,' targeting 418 men and women aged 20 to 70 across Japan. This survey clarifies purchasing intentions for May and quantifies the realities of seasonal wardrobe changes and purchasing behavior from spring to early summer.

Survey Summary

- In terms of disposing of clothes during seasonal changes, 'circular' methods (resale, flea markets, donations, etc.) totaled 56.4%, surpassing 'disposal' (trash/municipal collection) at 43.6%. - Purchase intention for May remains high at 65.5%. - Demand for early summer items in April was significant, with the purchase rate reaching 85.4% among those who felt it was 'very hot.' - Purchasing motives in April were a combination of 'climate, new life, and mood change,' with nearly half (48.6%) having already changed their style.

Changes in Wardrobe and Consumption

Investigating the reality of seasonal changes in May, 84.0% of respondents either had already completed the change in April (48.8%) or planned to do so from May onwards (35.2%). Among those who performed a wardrobe change, 75.5% parted with clothes. Among these, the circular method (resale shops, flea market apps) exceeded disposal. This demonstrates the actual shift in fashion consumption from disposal to circulation.

Purchase Intentions for May

Overall, 65.5% expressed an intention to purchase fashion items in May, indicating that motivation for consumption continues toward early summer. This is supported by rising temperatures in April and the revitalization driven by new life events.

Relationship Between Climate and Purchasing Behavior

51.7% of respondents answered that it was hotter than usual in April. The purchase rate among those who felt it was 'very hot' was notably high at 85.4%. Popular items purchased were 'cut-and-sew/T-shirts' (41.4%) and 'shirts/blouses' (34.2%), indicating demand concentrated on lightweight tops ahead of the season.

Survey Overview

- Conducted by: Onward Kashiyama Marketing Group - Methodology: Internet survey (Knowns) - Participants: 418 men and women aged 20-70 nationwide - Date: Thursday, May 7, 2026