Vol.2. Latest Fashion Trend Report of High School Girls in Tokyo, Japan

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Hello-Global.com recently performed a survey in central Tokyo to evaluate the apparel fashion trends and motivations for Japanese high school students. . One hundred high school students between the ages of sixteen and eighteen took part in the survey.　The survey highlighted the latest fashion must-haves for these trendsetters.

Tokyo’s female high-school students are renowned for their fashion, whether the infamous high school girl outfits, the over-tanned “ko-gals” with white lipstick, the gothic chicks or the eccentrically dressed teens trying to make a statement. Shibuya is considered the catwalk for the latest in teenage trends and a stroll through its streets will present you with a labyrinth of styles and fashions.

It appears that the majority of these young women spend up to JPN 10,000 yen (approx. $100 USD) or less monthly on fashion. The most common place to discover the latest fashion apparel is via the media (relying heavily on fashion magazines or television). As you would expect, fellow teenage friends are key for influencing their purchases, but this rebellious age group does, in fact, listen to what their parents /siblings have to say because family members are the second most popular source. Specialty shops followed closely by department stores are the places they choose to go for their apparel fashion.

Interestingly, 80% of the girls surveyed answered that they prefer to visit shops in order to buy their clothing, though it is also worth noting that 52% also shop online. Even though this generation is said to have the heaviest and most frequent use of mobile phones, only 7% made purchases in this manner. As teenagers are going back to school after the summer break, parents may find they have more to spend on clothing than just school uniforms.

We can see a strong tendency that this age group likes to go out and socialize with their friends and shop for the latest trends, driven by what they read in magazines and see on television respectively.

To read the full report of “Vol.2 Fashion trend report for high school girls in Japan,” please visit our website at http://hello-global.com/latest-fashion-trends-of-t... . Please also check out the last report, “Vol.1 fashion trend report of the women in their thirties in Japan” on our website at http://hello-global.com/fashion_report_30s .

“Vol.3 Fashion trend report for the women in their twenties in Japan” will be released shortly.

For more details, feel free to contact us below.

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