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CONSUMERSBRANDS

Targetaudience:Fashionlovers

inJapaConsumerInsightsreport

May2024

ConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumerswhoanswered

’’Fashion’’tothemulti-pickquestion’’Onwhichofthesetopicshaveyouexpressedyouropinionontheinternetinthepast4weeks(e.g.bylikinganarticleonsocialmedia)?’’.

ThereportoffersthereaderacomprehensiveoverviewoffashionloversinJapan:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkfashionloversinJapan(’’targetaudience’’)againsttheaverageJapaneseconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingJapan)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofMay2024

FashionloversinJapan

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

Fashionloverstendtobeyounger,34%arepartofGenerationZ.

60%offashionloversarefemale.40%offashionlovershaveahigh

annualhouseholdincome.

40%offashionloversliveinalargecity.

Learningnewthingsisarelativelyimportantaspectoflifet