STRUCTURE OF KAWAII TREND IN ITS CATCH-UP AND SPREAD

Abstract

There are lots of studies on surface of the kawaii aspects but still no research on kawaii detail such as the trend transition process. This paper aim to observe the kawaii trend transition in terms of its catch-up and spread, adaptation and innovation to other places that concern on the background during the process of transition. To obtain the study’s objective, the survey on the similar and dissimilarity of kawaii image is done on fashion area between regions taken Japan and Malaysian as an example. 12 respondents are chosen to evaluate the kawaii image in 30 samples of the latest attires. Data collected is analyzed by MDS and s-stress graph showed the potential 2 axes. In relation, perceptual maps to show the attires' groups based on cluster analysis also is studied. A comparative study is done on each trend’s intimacy group and its structure in trend transition. As the result, 3 kinds of trend structures transition pattern is observed. First is the new trend which innovated to suit with own culture. Next is the trend that enhancing similar existing trend. Lastly, the trend that transited to be a new group in existing trend. Then, trend transition pattern is also compared among each other in terms of its impact and adaptation.