Abstract
The objective of this study is to make it clear what expectations about fashion are held by Japanese male college students who are interested in fashions. We classified the fashion items into three items, namely, brand items, daily life items and information items, just as same categories as in our first paper of this series. We used principal factor analysis to find the factors which were made of their expectations. We used (1) the branditems, (2) the daily lifeitems and (3) the infomation items.
Then, we used principal factor analysis with the data as a whole to get the three factors: the first feeling-practical, the second change-constant and the third ornamentalfunction.
