70% Choose Clothing Based on Daily Weather and Temperature: Japan’s Fashion Shift from Seasonal to Temperature-Driven

Onward Kashiyama Co., Ltd. (HQ: Chuo-ku, Tokyo; President: Michinobu Motomoto) conducted a survey on consumer awareness regarding the 'bifurcation' and extreme heat of the climate, targeting 616 men and women nationwide to clarify changes in consumer behavior and consciousness driven by rising temperatures and climate changes.

Japan’s climate has undergone significant changes in recent years, shifting from the traditional four-season structure toward a 'bifurcation' defined by a 'long summer,' 'short winter,' and 'everything else.' The trend toward high temperatures is particularly pronounced in summer; Tokyo observed ten consecutive days of extreme heat in 2025, and the annual count of extremely hot days hit a record high. On April 17, 2026, the Japan Meteorological Agency officially designated days with a maximum temperature of 40 degrees Celsius or higher as 'extreme heat days,' making extreme heat a normalized phenomenon rather than a temporary event.

Climate change is also recognized in personal experience. In a survey conducted by the company last year, approximately 85% of people felt that 'it is still summer-like even in September,' revealing that climate change is widely felt.

In response to these environmental changes, the company has promoted MD reforms since 2025 with the keywords 'bifurcation' and 'seasonless.' This survey was conducted to understand how consumer consciousness and purchasing behavior regarding clothing choices have changed in 2026, a year where these changes are expected to intensify.

Key Survey Results:
- 70% prioritize 'day's temperature and weather' over 'seasonality' when choosing clothes.
- 'Affordability' and 'functionality' are the top reasons for purchasing summer apparel.
- 'Price' and 'coolness/comfort' are the top priorities for summer clothing.
- Over half of respondents identified 'sweat stains' and 'odor' as unique summer clothing concerns.

Topics:
1. Preference for 'Temperature/Weather' over 'Seasonality' is striking.
When asked if they increasingly prioritize the day's temperature and weather over seasonal themes (spring/summer/autumn/winter) when choosing an outfit, 70% answered 'Yes.' This reveals a shift from conventional, season-based fashion choices to more realistic, comfort-oriented styles tailored to daily climate.

2. Purchase motives for summer clothing: Affordability and functionality.
The most common reason for purchasing summer clothing was 'finding good cost-performance items' (48%), followed by 'attracted by functionality like coolness, UV protection, and moisture-wicking' (40%). Some also noted 'the need for more clothes because summer has become longer' (28%), indicating that climate change affects purchase volume.

3. Priorities for summer clothing: Price and comfort.
'Affordability' was the top priority (65%), followed by 'functional coolness/comfort' (41%). These surpassed 'looking stylish/cool' (31%) and 'trendiness' (23%), indicating a trend toward prioritizing practicality and rationality.

4. Summer concerns: Sweat and odor.
Concerns for hot days are dominated by 'sweat stains' (56%) and 'odor' (55%). Other concerns include 'UV damage' (34%) and 'increased laundry/changing frequency' (27%). Consumers increasingly expect clothing to play a role in resolving summer discomfort.