Grouping Phenomena of Young Girl's Fashion in Japan

Abstract

This study examines the grouping phenomena of young girl’s fashion in Japan. Abundant styles are now commercially available, and the people seem to select a style as they like. Moreover many media focus the interest in fashion information. The women’s university students in Japan are supposed to dress must freely, but at the same time they are easily influenced by the fashion information obtained through various media. The purpose of the present study is to examine the factors which affect their clothing selections. The curacy on the fashion conscious was conducted mainly by the questionnaire and the classification of the style of the subjects into 6 categories. The fashion conscious of each subject was then analyzed in terms of the categories by SPSS. The results confirm that, about 80% students obtain information from a fashion magazine, and 53% from watching what other women are wearing. They are most interested to learn how to dress well from the media. The students classified the style photograph according to the fashion magazines, confirming that their fashion knowledge is mostly due to these magazines. In fact the difference in naming the category in the classified style was observed between the students who read the magazine and who do not read magazine. In conclusion, the groupings of the students fashion proceed in accordance with the available fashion magazine.