"Average age of clothes" is about 4.9 years.A special site "#Clothes that I want to wear forever" is released, which introduces "the one that I want to cherish forever" for people who love clothes.

"Attack," "Emar," "Humming," and "Wide Higher" will support "#clothes and comfortable everyday" with the hope that everyone's precious first place and a happy day will continue. .. Clothes that warm the feelings of being depressed with a gentle touch. Clothes that gently relax your cramped days. Clothes that change the anxiety of yesterday into "let's give courage". We believe that each piece of clothing has the power to move the feelings of the wearer, and we would like to support everyone's daily lives through their care.

From the mass production and mass consumption type supply chain, it is necessary to create a system with as little waste as possible. Love important things for a long time and use them carefully until the end. Extend the life of your outfit with laundry and fabric care. I think Kao's "#clothes that I want to wear forever" is a message for the future that values ​​both the environment and fashion. "

【summary】

(1) It takes an average of 4.9 years until "I don't wear it / dispose of it in some way". 63.3% answered, "I have clothes I want to wear forever." In addition, the number of years that I want to continue wearing "clothes I want to wear forever" is "6.3 years" . (2) "I started to buy what I think is good regardless of the fashion (67.4%)", "I have a strong desire to cherish what I like (65.2%)", "I like what I like for a long time" The desire to associate has sprung up (63.1%). " "Clothes that I want to wear forever" is "comfortable and relaxing (51.5%)", and there is also an episode of "memories of clothes" in the free answer. (3) The top two reasons for disposing of clothes are "damage such as pancakes, sagging, and fraying (74.8%)" and "dirt such as stains and yellowing (68.1%)". Only 29.1% of the respondents said, "I get tired of designing, and I don't wear it because I don't like it ." ④ 38.9% answered, "I really want to wear clothes, but I always want to wear them, so I try not to wear them ." In addition, 62.0% answered, "I want to know how to wear the clothes I want to wear for a long time ." ① The average age of clothes is "4.9 years". More than 6 out of 10 people have "clothes that they want to wear forever", and it is clear that they want to wear them for "6.3 years" or more.

It became clear that many people have “favorite and favorite clothes” and that they want to wear them for as long as possible. The average age of clothes for each generation is as follows for the period until the clothes that are worn in daily life are no longer worn / disposed of. ②

In Korona-ka, "I want to cherish what I like", "I buy what I think is better than fashion", and so on.

| It can be said that "fashion-oriented, design-oriented" has changed to "comfort-oriented, feeling-oriented"> (Mr. Sayumi Gunji).

The top two reasons for disposing of clothes are "damage such as sagging and shavings" and "dirt such as stains and yellowing". Less than 30% of the respondents said that they got tired of it, that they couldn't wear it because they bought new clothes, and that they had storage problems.

"Damage such as sagging, chiji, fraying, and blurring makes it impossible to wear / dispose of" (74.8%), followed by "stains, yellowing, stains, etc. become conspicuous and cannot be worn / disposed of" (68.1%). ) Was the result of gathering answers. It was these two items that resulted in about 70%, and only about 30% each of "size mismatch", "sickness", and "storage space problem". It seems that many consumers value their clothes as much as possible.

④ Approximately one in three people struggle, saying, "I really want to wear it, but I always want to wear it, so I try not to wear it." Many people "want to know how to wear the clothes they want to wear for a long time."

It became clear that he wanted to keep wearing his favorite clothes, but he had the contradiction and conflict of not wearing them because he was concerned about dirt and tears. In response to the fear of not being able to wear it due to (shrinkage / sagging) and dirt (stains / yellowing), Kao dared to avoid wearing it. I would like to provide support for "wearing forever" .

[Summary of survey on clothing]

Survey method: Internet research (WEB questionnaire) Survey period: Wednesday, August 18, 2021 to Friday, August 20, 2021 Survey target: 500 men and women each (1000 people in total) Age: Teens to 50s

Ryucheru Born in Okinawa in 1995. She attracted attention for her unique fashion and intense character, and she has appeared on numerous variety shows. She married model talent Peko in December 2016. Now that she is the father of her child, her childcare and diversity dissemination is drawing attention. In October of this year, she established the office "Higa Planning Co., Ltd." in which she serves as the representative director.

She is a next-generation YouTuber / creative artist who expresses Asaginyo's colorful pop and warm "poppy" world view in a wide range of fields. With over 3 million followers on SNS, he is active in a wide range of fields such as music and fashion. In 2021, he will open a real store of the apparel brand "poppy" in Harajuku, where he will be the director. In addition, as an art director, he continues to produce works that are packed with a unique world view, delivering excitement to the world with a variety of expressive power.

While still a student at Sayumi Gunji University, he started his career as a writer with Kodansha's "Checkmate". Upon her graduation, she worked as a freelance writer on "ViVi". After that, she helped launch the magazine "GLAMOROUS". She joined Condé Nast Japan in 2008 and she is now. As a creative director, she is involved in the launch and operation of "VOGUE GIRL". She founded her own company, gumi-gumi Co., Ltd. in 2014. She is widely active as an editorial advisor for "She is Numéro TOKYO", a fashion supervisor for the drama "First Class", a fashion supervisor for the Netflix drama "Followers", corporate consulting, and a commentator for information programs.

Takuya Natsume #FFFFFFFT Representative Owner / White T Hunter. After graduating from the Faculty of Environment and Information Studies, Keio University, he has been active as a marketer at Hakuhodo for over 10 years. In 2016, he founded the world's first plain white T-shirt specialty store "#FFFFFFT (Shiroti)" and continues to attract a great deal of attention from home and abroad with his unique concept and management method. In 2020, he founded shiten Co., Ltd., and is also involved in brand development, planning and direction in the clothing, food and housing area. In April of this year, a black T-shirt specialty store "# 000T KABUKICHO" was opened in collaboration with Kabukicho, Shinjuku.

Misamaru Share the coordination of kimono that you can enjoy in your daily life on SNS based on the principle of "Kimono is what you wear and what you enjoy freely". We also host a kimono off party. It features a wide range of dresses such as Muromachi period outfits that do not wrap obi, kimonos with patterns, orthodox dresses, Gothic Lolita and punk outfits.

Tanakaga Born February 12, 1999. A member of the duo YouTuber "Paparapies". She is a cool girl from Kansai dialect. Her undecorated character is gaining popularity, especially among women.

Miyuki Aihara A fashion model who loves bicycles and Chinese food. While she is active in various commercials and advertisements including magazines, she also has a creative side such as producing her photo book "My T-shirt Romance" with her feelings for vintage T-shirts. She has a bright and natural personality that has been favored by men and women of all ages.

Rika Kayama (Licca-chan) 11 years old born on May 3rd. She has many hobbies such as fashion, sweets, travel and sports, and she is good at making sweets. In addition to her personality activities, Twitter and her Instagram are popular, and her official YouTube channel has started.attack

Attack is a laundry detergent that contributes to a bright and fulfilling "good life" by achieving satisfactory washing based on "washing clothes white and clean".Emar

Emar can be washed without damaging clothes by the cleaning ingredients penetrating deep into Seni on a dry course. From knits and dresses to camisole, tights and underwear, leave it to us! The shirt is crispy and the knit is fluffy. With Emar, the finish will be felt by professionals.Wide highter

Wide Higher is a brand that supports a clean and comfortable life by solving the problems of washing such as dirt and odor that cannot be removed by just washing with detergent.Humming

Humming is a long-selling fabric softener brand that values ​​the comfort of bare skin. With a soft touch and a clean scent, we support the whole family so that they can feel comfortable and smile every day.