Kimono Selection Priority Ranking 2026 | Towards an Era Where 'Price Alone Doesn't Cut It'

LIN Co., Ltd. (Headquarters: Kani City, Gifu Prefecture, Representative Director: Ryugo Hayashi), which operates the kimono rental service "Rental Isho My Select," conducted a survey targeting 100 women aged 30-50 regarding "kimono wearing occasions and selection methods."

The results showed that in recent years, the trend in kimono selection has strongly shifted towards emphasizing "overall impression," such as "how it looks in photos" and "whether it suits the occasion," rather than just "price."

While there is a consciousness of saving due to rising prices, values such as "not wanting to regret" and "wanting to preserve beautiful photos" are also spreading.

Kimono Selection Priority Ranking

When asked about "points emphasized in kimono selection," the following results were obtained:

1st: Color (overall impression) 58% 2nd: Pattern (design) 49% 3rd: Price (budget) 38% 4th: Formality/Suitability for the occasion 24% 5th: Ease of rental 23% 6th: Quality/Material feel 16% 7th: Balance with surroundings (not standing out) 16%

In recent years, rather than prioritizing "price alone,"

● The atmosphere when captured in photos ● Whether it looks elegant ● Harmony with surroundings ● Self-expression

These tendencies are becoming stronger.

Emphasis on "looking naturally beautiful" rather than "photogenic appeal"

The survey found that rather than "photogenic appeal" itself,

● Impression of color ● Overall softness ● Balance with family photos

These aspects were more frequently emphasized.

Especially in recent years,

● Beige ● Muted colors ● Pale tones

Colors that "look gentle in natural light" are gaining popularity.

It is believed that the trend is shifting towards emphasizing "elegant harmony" rather than "standing out flashy."

Desire to balance "rationality" and "appearance"

Furthermore, 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%

In recent years,

● Want to use only when necessary ● Want to reduce storage burden ● Want to simplify preparation

While "rationality" is emphasized, there is also a strong desire to "not regret photos" and "want to look proper," indicating a trend towards seeking both "functionality and appearance."

Regrets in kimono selection also revealed

On the other hand, regarding "regrets in kimono selection," the results were:

● Preparation was difficult: 24% ● Cost more than expected: 22% ● Confused about color/pattern selection: 22% ● Not enough time: 14%

In particular,

● Differences in color tones ● Sizing ● Preparation burden

Many people are troubled by these issues, and the need for "ease of selection" is also increasing.

Our Initiatives

Rental Isho My Select is strengthening:

● Easy-to-choose product pages for first-timers ● Video confirmation of colors and textures ● Scene-specific coordination proposals ● Easy-to-understand sizing information ● Selection guides for beginners

We will continue to focus on "clarity to avoid regrets in kimono selection" and strive to create a service that can be chosen with peace of mind.

[Survey Overview]

・Survey conducted by: LIN Co., Ltd. (Rental Isho My Select) ・Survey method: Internet survey ・Survey period: May 7, 2026 ・Target audience: Women aged 30-50 (those with experience wearing kimonos for Shichi-Go-San, Omiyamairi, Coming-of-Age ceremonies, weddings, etc.) ・Valid responses: 100 people ・Survey institution: Freeasy