SERVICE

Fashion×Media Survey「FABCO」2017.1.13

Futaba Tushinsha’s proprietary survey “FABCO”

We annually conduct our proprietary survey method, “FABCO (Futaba Assesment of Brand & Consumer)”.
The survey covers fresh trend information and analysis in the market, exploring what is happening to brands, media, and consumers, and the interrelationship among them from various aspects.

Survey Coverage Overview
  • Target

    20-59
    yrs. old
    men/women
  • Sample amount

    12,000
    people
  • Brands
    (Apparel/Fashion goods)

    Approx.
    400
  • Major commercial facilities
    in Kanto/Kansai area

    Approx.
    100
  • Major social networks,
    digital media

    Approx.
    100
  • Major magazines
    (male/female total)

    Approx.
    145

*Survey method: Internet survey
*The information given above is based on survey operated in August 2016. Details vary each year.

Data samples and

・ Brand user profiles

・ Commercial facilities user analysis

・ Information source of magazine readers

・ Magazine readers analysis

・ Consumers’ social network service usage information

and more

Our advantage is that we do not end in analysis, but deliver insight-driven promotional solutions.
We are able to answer client’ s needs by implementing various types of survey other than shown below. Please feel free to ask us.

Survey :
Fashion Positive Men

Out of 20-34 yrs. old men, we define samples who buy more than 100 thousand JPY fashion items per year as “Fashion Positive Men”.

Characteristic features
  • Fashion is the center of one’s life.
  • Is eager to invest towards fashion. If the person think its worth it, he will buy the item in spite the price.
  • Is active and eager to go to different places.
Awareness towards fashion
  • Will buy any qualified item in spite the high price 60.4% (+30%)
  • Will buy any item that suits the person in spite the high price 58.5% (+23%)
  • Is a fashion addict 57.3% (+29%)
  • Is likely to have any fashion issues in mind, and likes to tell about it to others 45.7% (+22%)
  • Wanting to spend more money on fashion 49.4% (+19%)

*the percentage shown inside the brackets are the points toward average 20-34 yrs. old men.

Places to go shopping or spend leisure time
  • Ginza 36.6% (+13%)
  • Marunouchi 25.9% (+12%)
  • Omotesando 19.6% (+7%)
  • Nakameguro 16.1% (+10%)

*the percentage shown inside the brackets are the points toward average 20-34 yrs. old men.

Data utilization examples
  • Create a specific persona based on Fashion Positive Men’s attitude and behavioral characteristics.
  • Process an efficient communication structure towards Fashion Positive Men through their insight.

and others

*The data given above is based on survey operated in August 2016.
Survey method: Internet survey
Target: 20-59 yrs. old men/women
Sample amount: 12,000 people