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How Psychology Affects Fashion Trends in Asia by Megan Zborowski

Disposable income is the key to establishing a lucrative business in fashion. Without it, most people would not care what the newest styles are or whether a particular designer's line of clothing is "in" or "out." But the decision to make these fashionable purchases varies from person to person, and even from country to country. Similarities do exist, but various elements come into play when evaluating those who follow fashion.

For both Japan and China, culture, tradition, and, of course, income, play a huge role in determining the way in which people dress as well as the reasons behind it.

JAPAN
With many Japanese possessing disposable incomes, it's no wonder that so many are willing and able to immerse themselves into the fashion world. Fashion is highly embedded in Japanese society, with trends and new styles clearly visible throughout the country. If you're interested in finding out what the newest trends will be, you only have to look at the items currently popular in Japan. This is why it is no surprise that Japan accounts for approximately a quarter of the world's luxury goods sales.

Japanese are fashion-conscious people, especially teens and young adults. Comparable to that of many Western countries, the Japanese market is constantly flooded with new styles, with those fashions sometimes having a turn-around of just a few days.

In general, Japanese consumers are known to be highly group-oriented people who emphasize a need for assimilation. With clothing, many Japanese are very loyal to designer brand labels, but at the same time are very conscious of the reputation of those brands. Some choose to purchase brands due to the high quality associated with the designer or even the name itself.

This desire for brand labels has been a long-lasting trend in Japan. Unlike many of their Western counterparts, who choose to wear designer brands as a way to promote their unique identity, some Japanese wear brands as a way to identify with others, helping them to feel secure by wearing a brand that is accepted by others.

Times are changing, however, and more Japanese seek unique clothing to avoid looking like "cookie-cutter pieces." There is a high demand for Western goods in Japan, so it's interesting to see that some Japanese are starting to embrace a more Western version of individuality and identity via fashion.

CHINA
"To get rich is glorious." These words were uttered again and again by Deng Xiaoping during the 1990s, emphasizing the need for economic reforms throughout China in order for the country to compete in a global economy. With many economic changes now in place, China is beginning to emerge as a potentially lucrative luxury market.

China's booming economy has given some Chinese the opportunity to buy trendy clothing or even designer brand names. For some, having a disposable income is the actual reason why they purchase these items -- they no longer just have to purchase the bare necessities.

As with most people who acquire more money than they are accustomed, saving is important, but spending it on something new is exciting. Some Chinese are buying expensive, designer brand labels in order to "show off" their newly-found wealth. Many prefer brands and logos that are prominent, which will be an indication of their financial status. Having a disposable income gives some the option of choosing clothing made overseas, which is sometimes considered more valuable and of higher quality.

Fashion designers have noticed the need for high fashion in China and are taking advantage. Earlier this year, several fashion shows were held in various cities, including Shanghai, in a growing effort to bring the fashion world to China's doorstep. Fashion houses continue to pop up in several major cities throughout China in order to "assist" the Chinese with their transition from traditional clothing to current, more stylish threads.

The Chinese market for new styles and trendy clothes is still in its infancy. Even though the number of people who can make these purchases is relatively small, if the average income continues to increase, more Chinese will be able to purchase designer brands and have the money to keep up with the latest trends. But it's important to recognize that the large number of people who live in rural China still live in poverty and continue to struggle to purchase the items needed on a daily basis, let alone the newest style of jeans that's currently "in."

It will be interesting to see if one of the main exporters of clothing and textiles will become a key importer of new styles and fashionable clothing and accessories.

Just like the rest of the world, the Japanese and Chinese have varying reasons for their interest in fashion. Trends are closely followed by many Japanese, with their interest in styles and designer brand labels leaning more towards the Western model of thought. China, on the other hand, is slowly transitioning into a fashion-conscious country, but it is too early yet to make any predictions on the firm establishment of fashion followers. But one similarity is visible: the more money you have, no matter where you live in the world, the more likely you are to become aware of fashion.

BACK TO: The Fashionable Brain.

November/December 2004 • Style: From a Past Life • Selling: The Fashionable Brain • Bonus: Peruvian History & Culture • Bonus: Asian Fashion Psychology • News & Updates • In This Issue