As part of a collaborative class with the Fashion Promotion Course at Bunka Fashion College, Futaba Tsushinsha conducted group interviews with current Bunka Fashion College students, or the “Fashionable Gen Z”, to understand the “reality” of communication and fashion purchasing, as in 2021.

Research Summary

• Research method: Focus group interviews
• Research Targets: A total of 3 pairs of current Bunka Fashion College students (11 people)
  GROUP01：4 people (3 aged 19, 1 aged 20 / female)
  GROUP02：3 people (3 aged 19, female)
  GROUP03：4 people (1 aged 19, 2 aged 21, 1 aged 23 / 3 female, 1 male)
• Research period: July 19 and 21, 2022
• Research planning and survey: Futaba Tsushinsha Co.,Ltd.
• Cooperation: Fashion Promotion Course,Bunka Fashion College

Insight

【Communication】

• They only need “enough” information.
• They want the best solution without waste.
• In the relationship with friends, caring but not wasteful
• They return to their “likes” in the “archive”.

【Fashion】

• Newness is not value.
• Their current mood about fashion is “My Revival.”
• Create a world view with the best of style.
• They want to spend money on clothes, but they can’t afford them.