Brand Survey among Students - ViVi readers

Discovering small details is the benefit of doing part of the data entry yourself. Filtering results for a few hours and seeing patterns in opinion formation among students. Magazines in Japan have distinct personalities. As with persons, analyzing them more thoroughly can yield interesting results. What is the difference between JJ and Ray from a brand consumption aspect? If you read ViVi, what other magazines do you read? What combination of magazines represents best the main stream?

VIVI READERS. Let us take an example to illustrate the details you might be able to deduct from filtering. Women who read ViVi number 130 out of a sample of 553 female students, average age 20,2. Their rating of handbag represents the main stream opinion of young Japanese, with 1) Hermes, 2) Chanel, 3) LV and Prada together, 5) Gucci and 6) Bottega. No big surprises here.

brand images (+2 very positive, 0 neutral, -2 very negative): 1) Chloe 1,2 2) Miu Miu 1,2 3) Marc Jacobs 1,2 4) Dior, Prada and Chanel with 1,0 7) LV, Gucci and YSL with 0,9. Louis Vuitton does make it into the top 10, which is not the case for the overall sample of 553 women. Armani scores lowest among the European power brands, while it has to be noted that many Japanese take Emporio as the representation for the brand image and not Giorgi Armani. Popular fast fashion brands are uniqlo and Zara with 0,8, Gap scores lowest with 0,3.

Shopping districts: 1) Shinjuku leads with 1,4 2) Shibuya 1,2 3) Harajuku and Omotesando 1,1 5) Ginza with 0,7 6) Daikanyama and Ikebukuro with 0,6

Departments stores: 1) Lumine 1,6 2) Marui 1,4 3) Parco 1,3 4) Isetan 0,9 5) Laforet 0,8

What magazines? 40% read Sweet, 34% JJ, 32% read Ray, 30% CanCam, 22% non-no, 19% an-an, 18% Glamorous, 18% mina, 16% Glitter

What we have here is the new main stream. ViVi and Sweet readers, post-gyaru style, otona kawaii (mature and cute) as represented by Rinka, the 36 year highly popular model who just recently got married. With 48.764 members in the mixi community (a Japanes SNS), Rinka is far outshining once so popular Ebi-Chan (Yuri Ebihara) with 28.774 members. ViVi gets a membership of 29.113 while CanCam scores 25.929. Magazine sales also pinpoint the change from mote-kei (the style to attract a man) towards the more sexy otona-kawaii style (individual sexy style, not to directly attract men, more a statement of a girl's individuality, fashion for fun, taking the "cute" attitude and your own style into adulthood).