It is simply amazing what proper data collection and analysis can bring about, such as this case of the different brands, trends, shopping habits etc. of the women in Tokyo. From this article, it has classified some very interesting facts:
- Teens and twentysomethings prefer to shop at department stores (mostly shops such as Lumine, Marui and Parco).
- Thirtysomethings prefer to shop online such as Rakuten
-All agree that their number one source of information about fashion was fashion magazines followed by television.
- The number fashion brand was Nolley's, a Japanese fashion store.
- Twentysomethings and thirtysomethings preferred foreign high-end brands such as Louis Vuitton and Coach.
- The teens on the otherhand favoured Forever21.
-All agreed that their most favourite recent purchase was a one-piece dress.
-The key decisions factors affecting their purchase was design, price and brand loyalty amongst all.
- The most influential people on their purchasing decisions for teens and twentysomethings are their family and friends.
- Thirtysomethings differed slightly for not only did family affecting their purchasing decisions, but TV stars also played a significant role.
Pretty interesting to see how much similarity there are in the groups despite how vastly different they may be, personally I can see my style eveolving to a more classic style with bits of fun thrown in here and there, after life's too serious not to have some fn once in a while right?
For more information you can take a look at the article itself, http://www.prurgent.com/2009-12-28/pressrelease70472.htm