Tokyo fashion vibes: views from young ladies in Tokyo aged between 18-26
Michel Lebon and Lee Jay Walker
Modern Tokyo Times
Tokyo fashion is internationally famous and this survey was done online by Modern Tokyo Times. It relates to young ladies aged between 18 and 26 and key questions were asked about favorite places for fashion. All females who took part in the survey were selected once it became known that they regularly shop in trendy parts of Tokyo and that they adore fashion. In total, one hundred females took part and the findings are very interesting because it is fascinating to know the favorite brands and stores in this vibrant city. After all, the fashion market in Tokyo is huge and ultra-competitive.
Every female who took part in the survey resides in Tokyo or the surrounding prefectures of Chiba, Kanagawa, and Saitama. However, each female either studies or works in Tokyo and every single lady does her major shopping in trendy parts of this stylish and ultra-modern city.
Also, according to the survey it is clear that the major fashion districts were the most popular. This applies to Harajuku, Shibuya, Shinjuku, Ikebukuro, Omotesando, and Ginza. Despite this, other areas were also chosen and this includes Jiyugaoka, Aoyama, Daikanyama, Ebisu, Shimokitazawa, Ueno, and other fashion districts in Tokyo.
Another important factor is location because Ikebukuro was especially selected by young ladies who reside in Saitama prefecture and similarly, Ueno was picked by a few individuals who reside in Chiba prefecture. Of course, this wasn’t exclusive to all individuals who reside in these prefectures. However, you did have a noticeable common denominator when it came to young ladies living in Saitama prefecture because Ikebukuro gained from its strategic location.
This isn’t undermining the importance of fashion in Ikebukuro because in recent years this part of Tokyo continues to prosper and expand. Therefore, while the traditional department stores of Seibu Department Store and Tobu Department Store have always been the backbone of Ikebukuro. In recent times Lumine and Esola have given a boost to the younger fashion market. Given this growing angle, Lumine, Esola, Marui, Parko, and other famous stores catering for younger people, have galvanized the buzzing nature of modern Ikebukuro and people from all over Greater Tokyo shop in this fashionable district.
When it came to the question of the most popular fashion stores picked by individuals in the survey, then this part wasn’t so unpredictable. Of course, some of the ladies replied that they prefer individual fashion companies and not major department stores or famous shopping malls. However, for young Japanese, Korean, and Chinese ladies, who reside in the Greater Tokyo region, then Lumine just came out on top from Marui, Shibuya 109, and Laforet Harajuku. Isetan wasn’t far behind and a minor split occurred with the youngest ladies in the 18 to 22 years old bracket especially focusing on the first three places mentioned.
The question related to favorite shop and brand was extremely varied. However, while the majority of ladies selected a single favorite shop others mentioned their number one department store. Overall, the most popular fashion companies selected were Zara, Topshop, Emoda, Snidel, Sly, and H & M. This group was closely followed by Mercury Duo, Egoist, American Apparel, Forever 21, Moussy, Jouetie, and Laguna Moon. Likewise, the following tier which was just below the last group applies to Chanel, Tsumori Chisato, Marua, Rose Bud, Risel, Chloe, Dazzlin, Otoe, Comme des Garcons, Gucci, Lowry’s Farm, Miu Miu, G.V.G.V., Spick and Span, Unsqueaky, Earth Music & Ecology, Beams, SmackyGlam (Smacky Glam), Jill Stuart, Free’s Shop, Chelsea, Liz Lisa, and Lip Service.
In the final tier were many companies and in truth you have too many to mention. However, the list includes Osmosis, Grimoire, Heather, Louis Vuitton, Jeanasis, Journal Standard, Adam et Rope, Kaka Vaka, Opening Ceremony, Celine, Loungedress, D’issy, Urban Research, Frayi D, Rosso, Martin Margiela, Barak, Qosmos, Theory, Theatre Products, Alexander Wang, Ann Demeulemeester, Ingni, Another Edition, Miel Crishunant, and several others. Therefore, the complex nature of the list also highlighted the importance of places like Laforet Harajuku because several companies are located in this shopping mall and the same applies to Lumine and other department stores.
When it came to the “favorite hair salon” then Bloc, D & B, Shima, Za/Za, and Minx were the most popular. After this top selected group you have countless others but it is noticeable that in two surveys done by Modern Tokyo Times that Shima did well in both.
The findings will have limitations but clearly during the second survey related to fashion in Tokyo, it is clear that some similarities applied. This notably applies to favorite department stores, favorite hair salon, and many fashion companies were selected in both surveys but with slightly different results at the top.
Overall, it is clear that the survey highlights the buzzing nature of Tokyo fashion and clearly individuals picked both Japanese boutiques and international boutiques.