2018 Volume 59 Issue 12 Pages 948-955
The purpose of this research is to analyze consumption behavior in fast fashion by comparing the characteristics of “UNIQLO”, “GU” and “Shimamura” which are representative fast fashion brands in Japan. For this study, Single Source Data collected by Nomura Research Institute(NRI) was used. Binomial logistic regression analysis was performed using purchase availability as the response variable, and using gender, age, SNS usage frequency and contact frequency of TV commercials and magazine advertisements as explanatory variables. Also, by using items of value consciousness of consumption, cluster analysis by the shortest distance method was performed using the component score obtained from correspondence analysis. As a result, three consumption behavior characteristics in fast fashion were obtained: 1)”Quality and Service,” 2)”Individuality,” and 3)”Low Price and Designability.
