2020 Volume 61 Issue 3 Pages 224-233
Principal component analysis was applied to the survey data of women collected by Hakuhodo Life Research Institute from 1998 to 2018, consisting of a total of 61 questions regarding consumer consciousness, e.g., living values, consumption, clothing, food and housing. Then, the consumer consciousness about clothing was summarized into three principal components. The first principal component (contribution rate: 35.4%) represents the age difference, which is higher at younger ages. The second principal component (contribution rate: 24.6%) expresses the intensity of preference, and represents the time difference that decreases gradually over the past 20 years for all age groups. The third principal component (contribution rate: 11.9%) expresses the consciousness of evaluating the quality of branded goods and wanting to buy because they are good even at discount shops, and going to buy at real shops with abundant items. In 1998, such fashion consciousness during the bubble period was still prominent among younger age groups, but it was greatly decreased by around 2008.
