Fashion
The most influential Korean and American fashion for Japanese shoppers
Pedestrians at Tokyo’s famous Shibuya crossing. Shutterstock.
In a survey by Japanese e-commerce giant Rakuten in July, more than 5,000 users of its flea market app were asked which country, except Japan, they turned to the most for clues. fashion. South Korea was the first response for women of almost all age groups, while the United States triumphed for men, Japan today reports.
Rakuten data reveals that most girls and women aged 10 to 40 chose South Korea, which was the first choice of more than 77% of respondents in the 10-20 age range . For older women in their 50s and 60s, France and Italy come out on top.
Meanwhile, more than 40 percent of men voted for the United States as their most referenced country for style, with Korea coming in second among the youngest respondents.
For those who opted for Korean fashion, accessibility was the most cited reason, followed by the influence of Korean celebrities. The main justifications for the United States and France were self-expression and trustworthiness, respectively.
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South Korean TV shows provide brands with a much needed boost and anchor for marketing strategies in Asia, as the region recovers from Covid-19 faster than its Western counterparts.
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