Kimono: 'Purchase' or 'Rental'? About Half Choose Rental
A survey conducted by LIN Co., Ltd.'s kimono rental service 'Rental Kimono MySelect' revealed that nearly half of women aged 30-50 choose 'rental' for kimono use. This indicates a growing preference for utilization over ownership due to rising prices and changing lifestyles, emphasizing rationality and ease of use.
📋 Article Processing Timeline
- 📰 Published: May 12, 2026 at 19:00
- 🔍 Collected: May 12, 2026 at 10:31
- 🤖 AI Analyzed: May 14, 2026 at 07:24 (44h 52m after Collected)
LIN Co., Ltd. (Head office: Kani City, Gifu Prefecture, Representative Director: Ryugo Hayashi), which operates the kimono rental service 'Rental Kimono MySelect,' conducted a questionnaire survey targeting 100 women in their 30s to 50s regarding 'kimono wearing opportunities and selection methods.'
The results showed that when using kimonos, more people choose 'rental' than 'purchase.'
In recent years, against the backdrop of rising prices and changes in lifestyles, the idea of 'using only when needed' rather than 'owning' is believed to have spread.
About Half Choose 'Rental'
When asked, 'Did you choose to purchase or rent a kimono?', the results were:
● Rental: 47%
● Purchase: 22%
● Experienced both: 16%
The number of rental users reached nearly half, indicating that the value of 'using only what is necessary for special occasions' is becoming widespread.
Reasons for Choosing Rental: 'Rationality' and 'Convenience'
Regarding the reasons for choosing a kimono, the results were:
● Liked the design: 38%
● Family's intention: 22%
● Few opportunities to wear: 21%
● Wanted to keep costs down: 18%
Especially for rentals, a strong tendency to prioritize 'rationality' is observed, such as:
● No need for storage
● Can be used only when needed
● No need for maintenance
● Can choose according to trends
Beyond 'Price Alone' to a 'Choice Without Regret'
On the other hand, the points emphasized in kimono selection were:
● Color (overall impression): 58%
● Pattern (design): 49%
● Price (budget): 38%
Rather than simply prioritizing 'low price,' an increasing number of people are focusing on 'choices without regret,' such as:
● Looking good in photos
● Harmony with family photos
● Appearing elegant
● Suiting oneself
Desire to Reduce 'Preparation Burden'
Regarding 'regrets in kimono selection,' the results were:
● Preparation was difficult: 24%
● Cost more than expected: 22%
● Undecided on color/pattern: 22%
Kimono involves many burdens, such as:
● Size confirmation
● Accessory preparation
● Storage
● Cleaning
Therefore, there is a growing need to 'use it as easily as possible.'
From 'Ownership' to 'Choosing When Needed' Era
This survey revealed a tendency to seek 'both rationality and satisfaction,' such as:
● Wanting to use only when needed
● Wanting to reduce storage burden
● Wanting to properly preserve memories in photos
Especially for events with limited wearing frequency, such as Shichi-Go-San, Omiyamairi, and weddings, the option of 'rental over purchase' is thought to be spreading.
Our Initiatives
Rental Kimono MySelect is strengthening:
● Full-set rental
● Easy-to-understand pricing
● Color confirmation via video
● Size guidance for beginners
● Scene-specific coordination proposals
We will continue to work on creating services that are easy to understand and use, aiming to be 'kimono rental that even first-timers can choose with peace of mind.'
[Survey Outline]
・Survey Host: LIN Co., Ltd. (Rental Kimono MySelect)
・Survey Method: Internet survey
・Survey Period: May 7, 2026
・Survey Target: 100 women in their 30s to 50s (who have experience wearing kimono for events such as Shichi-Go-San, Omiyamairi, Coming-of-Age ceremonies, weddings, etc.)
・Valid Responses: 100 people
・Survey Agency: Freeasy
The results showed that when using kimonos, more people choose 'rental' than 'purchase.'
In recent years, against the backdrop of rising prices and changes in lifestyles, the idea of 'using only when needed' rather than 'owning' is believed to have spread.
About Half Choose 'Rental'
When asked, 'Did you choose to purchase or rent a kimono?', the results were:
● Rental: 47%
● Purchase: 22%
● Experienced both: 16%
The number of rental users reached nearly half, indicating that the value of 'using only what is necessary for special occasions' is becoming widespread.
Reasons for Choosing Rental: 'Rationality' and 'Convenience'
Regarding the reasons for choosing a kimono, the results were:
● Liked the design: 38%
● Family's intention: 22%
● Few opportunities to wear: 21%
● Wanted to keep costs down: 18%
Especially for rentals, a strong tendency to prioritize 'rationality' is observed, such as:
● No need for storage
● Can be used only when needed
● No need for maintenance
● Can choose according to trends
Beyond 'Price Alone' to a 'Choice Without Regret'
On the other hand, the points emphasized in kimono selection were:
● Color (overall impression): 58%
● Pattern (design): 49%
● Price (budget): 38%
Rather than simply prioritizing 'low price,' an increasing number of people are focusing on 'choices without regret,' such as:
● Looking good in photos
● Harmony with family photos
● Appearing elegant
● Suiting oneself
Desire to Reduce 'Preparation Burden'
Regarding 'regrets in kimono selection,' the results were:
● Preparation was difficult: 24%
● Cost more than expected: 22%
● Undecided on color/pattern: 22%
Kimono involves many burdens, such as:
● Size confirmation
● Accessory preparation
● Storage
● Cleaning
Therefore, there is a growing need to 'use it as easily as possible.'
From 'Ownership' to 'Choosing When Needed' Era
This survey revealed a tendency to seek 'both rationality and satisfaction,' such as:
● Wanting to use only when needed
● Wanting to reduce storage burden
● Wanting to properly preserve memories in photos
Especially for events with limited wearing frequency, such as Shichi-Go-San, Omiyamairi, and weddings, the option of 'rental over purchase' is thought to be spreading.
Our Initiatives
Rental Kimono MySelect is strengthening:
● Full-set rental
● Easy-to-understand pricing
● Color confirmation via video
● Size guidance for beginners
● Scene-specific coordination proposals
We will continue to work on creating services that are easy to understand and use, aiming to be 'kimono rental that even first-timers can choose with peace of mind.'
[Survey Outline]
・Survey Host: LIN Co., Ltd. (Rental Kimono MySelect)
・Survey Method: Internet survey
・Survey Period: May 7, 2026
・Survey Target: 100 women in their 30s to 50s (who have experience wearing kimono for events such as Shichi-Go-San, Omiyamairi, Coming-of-Age ceremonies, weddings, etc.)
・Valid Responses: 100 people
・Survey Agency: Freeasy