Shift Towards Circular Fashion: Discarded Clothes Less Common Than Recycled Ones During Seasonal Changes
Onward Kashiyama conducted a survey of 418 men and women aged 20-70 across Japan regarding seasonal wardrobe changes. The results revealed that 'circular' methods (resale, donation, etc.) for disposing of clothes accounted for 56.4%, surpassing 'disposal'. The survey also highlighted strong fashion purchase motivation heading into early summer and concentrated demand for summer items prompted by climate factors.
📋 Article Processing Timeline
- 📰 Published: May 25, 2026 at 23:00
- 🔍 Collected: May 25, 2026 at 14:31
- 🤖 AI Analyzed: May 25, 2026 at 14:53 (21 min after Collected)
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
## 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
FAQ
衣替えの際、服の手放し方はどう変化していますか？
廃棄（自治体回収含む）が43.6%であるのに対し、ブランド古着買取、リサイクル、フリマアプリ活用などの循環型合計が56.4%となり、循環型の手放し方が上回っています。
5月のファッション消費意向はどうですか？
購入意向があると回答した人が65.5%と高水準で、初夏にかけてファッション消費モチベーションが持続していることが示されました。
4月のファッション購買動向に特徴はありますか？
気温上昇を背景に、体感温度に関わらず4月時点で夏を見据えたトップス（カットソー、Tシャツ、シャツ、ブラウス）への需要が集中し、特に「暑い」と感じた層の購買率は85.4%と突出していました。
消費者が服を変える主な動機は何ですか？
「気候・新生活・気分転換」が主な要因であり、全体の約7割がスタイル変化を意識し、約半数が実際に新しい印象を作るためにファッションを変えています。
本調査の対象と期間は？
全国の20代から70代の男女418名を対象に、2026年5月7日に実施されました。