Mote-Kei Ray, JJ and CanCam

In case you always wondered what the exact difference is between Ray and JJ readers (two mote-kei magazine titles). JJ readers consider themselves to be more creative, tend to dislike cheap brands such as Samantha Thavasa and F21 (also a lower ranking for Coach, the mainstream brand number one) more than Ray readers and are more fond of Bottega Venetta and Marc Jacobs. A dislike for Ikebukuro and higher rankings for Isetan hint at a slighlty more sophisticated taste. The usual connection between Zara/sophisticated and F21/less sophisticated can also be seen here. Interesting is also the fact that JJ readers read more ViVi than Ray readers. Ray is the typical magazine for university students. It has a good image with boys, the clothes are considered "safe" and cheap, also very easy to incorporate into your wardrobe. JJ is slightly more mature than Ray, the clothes have more class.

Now let us compare Ray and CanCam. Here we find something intreresting. There is nearly no difference in readership. Two things can be seen (if you really look for something): CanCam readers dislike F21 more than Ray readers, and think of themselves as slightly more creative. They also tend to read less post-gyaru titles such as Sweet and ViVi. The brand choices, preference of shopping districts and even the evaluation of what makes a luxury product, are identical to the point where it gets scary.