Abstract
The objective of this study is to make it clear what expectations about fashions are held by Japanese male college students who are interested in fashions.
At first, we classified the fashion items into the same three categories as our first paper in this series. That is, brand items, daily life items and information items. We have used principal factor analysis to find the factors which were made of their expectations. On the brand items, the first factor was feeling-substance and the second one was change-constancy. At the same time, we have studied the relationship between the factors and the items.
Then, we have used the principal factor analysis with the data as a whole to get the three factors: feeling-substance, change-constancy and simple-complex. The result has shown that a fashion item in the future would contain these expectations represented by the factors. Whether the data were put in individually or as a whole, both the feeling-substance factor and the change-constancy factor were important in fashion movement.
Finally, we have used cluster analysis to study similarity among the items. As a result, we plotted the similar items, in particular, wine-cake, sport-car and T-shirt-jeans.
