Aims of the survey
This survey was designed to track the lifestyle, fashion and cosmetic purchasing trends and media usage during the WITH-COVID-19 period, of the participants of the “MOJ Extremely fashionable women, 107 people interview” implemented by Futaba Tsushinsha from October 2019 to January 2020.
The survey’s planning is based on the “MOJ 107 people interview” report’s insights.
Survey overview
- Survey method WEB survey
- Number of respondents 67 people (answer rate 63%)
- Survey period July 13, 2020 ～ July 19, 2020
- Survey planning / implementation FUTABA TSUSHINSHA CO.,LTD.
Survey result summary (Extract)
- The spread of the corona outbreak has resulted in longer hours at home and fewer opportunities to go out. There were less people going downtown and checking fashion items.
- Even if people go back to office to work, “screen time” is now part of daily time.
- People want to focus on “themselves” and “time at home”.
- As interests have changed, media and social viewing time and contents have increased (and shifted). There are more interactions towards posts such as Likes. In another hand, users are “out of ideas” for posts and leave social media.
- It is said that “motivation towards fashion has decreased”, but clothes are purchased.
- Motivation towards skin care / body care is high.
- Purchase of fashion items has shifted to online shops.
- There are frustrations. People are waving because “They want to go out all dressed up and hang out with my friends” and “They are worried about getting infected and the self-restraint police”.
