[Fashion Information Sources Shift to Prioritizing Personal Fit] Those "Tired" of Social Media Move to AI, Driven by a Shift Towards Seeking "Optimal Solutions" Rather Than "Trends/Aspirations"

Onward Holdings Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and Representative Director: Michinori Hotomo)'s Corporate Communications Office conducted an "Awareness Survey on Changes in Fashion Information Sources and Values" targeting 614 men and women nationwide aged 10s to 70s. Fashion information sources have shifted from magazines to social media. However, a segment of the population is now rapidly growing that feels overwhelmed by social media, finding it to have "too much information" and deeming it "untrustworthy due to excessive advertisements and PR."

This survey revealed that in addition to the reality of declining magazine readership and social media fatigue, consumers' needs for fashion information have fundamentally changed from "viewing aspirations and following trends" to "obtaining optimal solutions that suit them." Furthermore, a new trend of rapidly increasing AI utilization triggered by social media fatigue has emerged, suggesting that fashion information gathering is approaching its third turning point.

Marketing Lab. Survey

Summary of "Awareness Survey on Changes in Fashion Information Sources and Values" Results

Social Media, Videos, and AI Emerge Over 5 Years – Magazines Down 7.3 pts, AI Usage Newly Adopted by 17.1%

Magazines Slightly Decline, "Decreased" Reference Frequency at 50.1%, Top Transition Destination is Video at 50.0%

47.2% Experience Social Media Fatigue – Primary Reason is "Too Much Information, Difficult to Find What Suits Me" at 61.7%

Social Media Fatigue Triggers AI Transition – AI Increase Rate Among Tired Individuals is 49.3%, 2.4 Times Higher Than Non-Tired Group

Top Information Gathering Purpose is "Discovering Optimal Solutions" at 46.4% – Beyond "Aspiration," Value Shift is Complete

TOPICS 1 Social Media, Videos, and AI Emerge Over 5 Years – Magazines Down 7.3 pts, AI Usage Newly Adopted by 17.1%

Comparing "Media frequently used for fashion information gathering now" with "Media frequently used about 5 years ago," social media increased by 16.2 points from 33.1% to 49.3%, and video content grew significantly by 12.1 points from 30.1% to 42.2%. Meanwhile, fashion magazines decreased by 7.3 points from 41.5% to 34.2%, clearly showing the decline in the status of print media, which was once central to fashion information.

AI (ChatGPT, Gemini, etc.), which did not even exist as a survey item 5 years ago, is now utilized by 17.1% for information gathering, rapidly increasing its presence as a new information source. Reviews and word-of-mouth from EC sites also increased from 28.8% to 33.6%, indicating a steady growth in trust towards the voices of actual purchasers.

TOPICS 2 Magazines Slightly Decline, "Decreased" Reference Frequency at 50.1%, Top Transition Destination is Video at 50.0%

In response to the question "How has your frequency of referring to fashion magazines changed?", a combined 50.1% answered that their reference frequency has decreased, with "Greatly decreased" (22.6%) and "Slightly decreased" (27.5%). This significantly exceeds "No change" (33.6%) and "Increased" (7.1%), showing that the decline in magazine readership has spread to over half of consumers.

When asked about the transition destinations of those who no longer refer to magazines (308 individuals), "Video content" (50.0%), "Social media" (46.4%), and "EC site reviews" (42.2%) ranked highest, confirming a complete shift to visual and real-time digital information sources.

TOPICS 3 47.2% Experience Social Media Fatigue – Primary Reason is "Too Much Information, Difficult to Find What Suits Me" at 61.7%

In response to the question "Do you ever feel 'tired, fed up, or at your limit' when gathering fashion information on social media?", a combined 47.2% have experienced social media fatigue, with "Often" (12.5%) and "Sometimes" (34.7%).

When asked the reasons for those who answered "Often" or "Sometimes" to social media fatigue (290 individuals), the most common reason was "Too much information, difficult to find what suits me" (61.7%), followed by "Too many advertisements/PR, untrustworthy" (47.2%) and "Decreased trust in influencers" (44.1%). The fundamental causes of fatigue are summarized as "quantity" and "trust," highlighting a structural contradiction where the more social media expands, the harder it becomes to find information that is "suitable for oneself."

TOPICS 4 Social Media Fatigue Triggers AI Transition – AI Increase Rate Among Tired Individuals is 49.3%, 2.4 Times Higher Than Non-Tired Group

When asked "How has your information gathering changed due to social media fatigue?" among the 290 individuals who reported feeling "tired, fed up, or at their limit" when gathering fashion information on social media, "Increased use of AI" (37.6%) was the most frequent response. This reveals that AI is the most chosen next destination for those experiencing social media fatigue.

Furthermore, looking at changes in AI usage frequency with the question "How has your frequency of using AI (ChatGPT, Gemini, etc.) for fashion information gathering changed compared to one year ago?", a combined 32.4% have increased their AI usage, with "Slightly increased" (22.5%) and "Greatly increased" (9.9%). Comparing this by the presence or absence of social media fatigue, the AI increase rate for the fatigued group was 49.3%, compared to 20.6% for the non-fatigued group, a difference of 2.4 times, indicating that social media fatigue is a strong driver for the transition to AI.

TOPICS 5 Top Information Gathering Purpose is "Discovering Optimal Solutions" at 46.4% – Beyond "Aspiration," Value Shift is Complete

In response to the question "What is your main purpose for gathering fashion information?", "Finding the best clothes and coordination that suit me" ranked first at 46.4%. This was followed by "As a basis for purchase decisions" (35.7%) and "Information gathering to avoid mistakes" (28.5%). All of the top three items were practical purposes related to "obtaining the right answer for oneself." "Referring to aspirational people or styles" accounted for only 12.2%, confirming a significant shift in the focus of fashion information gathering from "enjoying looking" to "choosing and using."

When asked about changes in information consumption, 23.1% of all respondents stated, "I have come to prioritize optimal solutions that suit me over aspirations or trends," with this figure reaching 40.0% among those aged 70 and over. Regarding changes in how information is gathered, while "Referring to aspirations and trends on social media" was 13.5%, a combined 17.6% shifted to a non-SNS information behavior, including "Searching for more reliable information sources than social media" (9.1%) and "Utilizing AI etc. to seek optimal solutions" (8.5%), indicating that the "selection of means to obtain optimal solutions" has already begun.

Based on the survey results above, it is clear that fashion information gathering behavior is not only undergoing the past change from "magazines to social media" but is now facing a third wave from "social media to AI, official sites, and EC reviews."

The essence of this change is not a replacement of information sources, but a fundamental shift in what consumers seek from fashion information, moving from "viewing aspirations and following trends" to "obtaining optimal solutions that suit them." The current situation, where people continue to use social media despite feeling fatigued, means that information sources capable of delivering optimal solutions have not yet sufficiently matured. The transition to AI is emerging as one such solution, but the intention to use it is still limited, and establishing reliability and usability that can meet consumer expectations is the next challenge.

Based on the real voices of consumers obtained in this survey, we will strengthen our initiatives across all areas of product development, information dissemination, and digital experience as a "brand that not only delivers aspirations but also proposes optimal solutions for each individual."

Survey Overview Survey Sponsor: Onward Holdings Co., Ltd. Corporate Communications Office

Survey Method: Internet survey

Survey System: knowns

Survey Target: 614 men and women nationwide aged 20s to 70s

Survey Period: June 22, 2026 (Mon)

Past Marketing Surveys Here: https://crosset.onward.co.jp/cc/312217

Overview of Onward Holdings Co., Ltd.

Founded in 1927 as "Kashiyama Shoten," the company promotes businesses domestically and internationally in three areas: fashion, wellness, and corporate design, and strives to create diverse value for consumers by leveraging the expertise of each group company.

Under its mission statement "Bringing Moisture and Color to People and the Planet (Hoshi)," it continues to advance as a "Lifestyle Culture Creation Company" that contributes to creating a "moist and colorful" life in harmony with the planet through "customer-centric management that utilizes the diverse individuality of employees."

Headquarters: Onward Park Building, 3-10-5 Nihonbashi, Chuo-ku, Tokyo 103-8239 URL: https://www.onward-hd.co.jp/