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Baby Boomer Research 3:
Survey of the Baby-Boom Generation and Fashion
Baby-boomers spend more on fashion than both people in their 40s and their 60s:
Men spend an average annual ¥83,000 on clothing and women ¥135,000.
More than half of boomers wear jeans at the weekend: the Jeans 50s are here.
Daughters are the shopping partner of choice for boomer women who have them, bringing "mother & daughter spending" to the fore. |
Tokyo - August 9, 2005 - Hakuhodo's Elder Business Development Division conducts a constant array of surveys and other research into the lives and sentiments of Japanese elders, or people aged 50 and over. The following is a summary of key findings of our Survey of the Baby-Boom Generation and Fashion, our most recent study using Hakuhodo's unique Hi-panel survey panel.
The survey targeted a total of 655 people living in the Greater Tokyo and Kansai areas, comprising 327 male and female baby-boomers (born 1946-51), 168 males and females in their 40s, and 160 males and females in their 60s. It was conducted by Internet from mid-late March 2005.
Results showed that both male and female baby-boomers spend more on fashion-related items than both the generation above and below them. Notably, baby-boom women were the only group among those surveyed to spend more than ¥100,000 a year on clothing. We found baby-boom women to be highly particular about fashion, being mindful of dressing fashionably.
In addition, a majority of both men and women wear jeans casually, bearing out our contention that the baby-boom generation is Jeans 50s (jeans-wearing people in their 50s).
On examining purchase behavior, we discovered that a huge majority of more than 70% men went clothes shopping with their wives, but only small number of women went shopping with their husbands, preferring to go alone, with their daughters or with friends. Among those boomer women with daughters, more than 40% shop for clothes with them, indicative of the increasingly apparent mother and daughter spending trend. There was also a difference in perceptions of fashions depending on whether the woman had a daughter or not. |
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Key survey findings
- Compared with those in their 40s and 60s, baby-boom women are far and away the biggest spenders on fashion. Boomer men also spend big on fashion, making the boomers the generation that spends on fashion.
- Baby-boom women are much more particular about fashion than either the generation before or after them. They are discriminating about a clean look; suitability for the time, place and occasion; whether an item suits them, whether is expresses their self image, and its stylishness.
- More than half the baby-boom generation wears jeans on their days off.
- More than 70% of baby-boom men go shopping for clothes with their wives, compared with just 17.4% of women who shop for clothes with their husbands. Baby-boom women shop alone, with their daughter or with friends.
- When it comes to choosing clothes, boomer women are dissatisfied with price, design and shops. There are some differences in dissatisfactions depending on whether the woman has a daughter or not.
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