They are now in the mood for going out. Easing of behavioral restrictions has sparked the desires of the “Fashionable Z Generation.”
Under the influence of Y2K, they are paying attention to “glamorous” brands and people, and are actively posting about themselves on Instagram, which had been in a mood of self-restraint.
Hair style and hair color have become their key to fashion.

As in 2021, we conducted a survey in collaboration with the Fashion Promotion Course of Fashion Marketing and Distribution Department at Bunka Fashion College.
Through the survey, we have been able to gain insights into the preferences and tastes of Bunka Fashion College’s current students, or the “Fashionable Generation Z.”

72% of the students are between 18 and 19 years old. Although they entered school during the Corona disaster, restrictions on behavior have been gradually eased since 2022, and their suppressed energy seems to have overflowed.
Through the questionnaire, we have unraveled the insights and preferences of Bunka Fashion College’s current students, the fashionable Generation Z, and compiled them into a report.

Survey overview

• Survey method: WEB survey
• Number of Respondents: 623 current students of Bunka Fashion College
• Survey period: July 6 – July 20, 2022
• Survey planning and execution: Futaba Tsushinsha Co., Ltd.
• Cooperation: Bunka Fashion College, Fashion Marketing and Distribution Department, Fashion Promotion Course

Survey content

About living and shopping / SNS and media contact behavior / Fashion / Metaverse and NFT About 40 questions in total

Survey result summary

• Opportunities of going out is increasing, and more than 80% are buying clothes. Interests in hair care and hair color is also high, and many of them recognize that hair style is the key to fashion.
• The rise of self-expression “I want people to look at me more!” More people are posting about themselves on Instagram, which had been in a mood of self-restraint.
• Y2K is their trend. Brands that have strong, gal-taste, and glamorous are popular. Especially they are focusing on DIESEL and MAISON SPECIAL as well as famous high fashion brands.
• Among the students, Nana Komatsu and Masaki Suda are popular for their sense of style. For the second year in a row, they are the most famous. People who “proudly express themselves,” “have a creative sense,” “have an unpretentious friendliness,” and “have a glamorous cuteness” are popular.