The compressive deformation of the body surface and the fat thickness of adult females were measured at 89 points on the left side of each subject’s body and the relationship between these two factors was analyzed in relation to the age of the subject. The subjects were 20 adult females, comprising of 10 young and 10 middle-aged females. The results showed the degree of compressive deformation was high in the papillary area, the area from the lower chest to the abdomen, the anteroposterior axillary region, the buttocks, the back of the upper arm, and the inner femoral region. At these points, the middle-aged females recorded even higher values than the young females. The results of the fat thickness measurements showed the same pattern as the results of the compressive deformation measurements. Fat thickness was notably higher in the abdomens of middle-aged females. A significant positive correlation was found between compressive deformation and fat thickness in both young and middle-aged females. The variation was, however, greater in middle-aged females. It was found that if a middle-aged female and a young female had the same fat thickness, the former’s degree of compressive deformation was significantly larger than the latter.

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.