In Label Networks%uFFFD Street Fashion Business Report, insightful results come from where the marketplace is looking mostly in terms of fresh fashion trends.
In this story, we look at the results to the question, “Which country do you think is producing the freshest fashion trends?” This question provides an indication of where young people believe the freshest fashion is coming from, as well as providing insight about where various demographics are looking for fashion inspiration and top brands.
Overall, the USA is the #1 country that 13-25-year-olds believe is producing the freshest fashion trends today at 37%. However the USA has dropped 3% since 2006. This decrease in USA percentages is because Japan has increased to 3rd at 17.5% after the UK at 17.8%, marking a 2% increase for Japan, as well as France at 11.5%. So Japan, then France have become greater sources of where young people overall believe the freshest fashion trends are coming from.
What%uFFFDs telling about these results is that generally, 13-25-year-olds believe their own country is on-top of fresh fashion and leading others. This is especially true of our results from the USA and the UK, but not from countries such as Germany and China. The high UK percentages also indicate a strong group that%uFFFDs very influenced from the rock%uFFFDn rave scene coming out of the UK.
Also notable are the high percentages for Japan, which continues to be a key source of influence in streetwear fashion among people in the U.S., also as seen with the plethora of limited-edition runs starting in Japan (by U.S. companies) and trends in footwear. In addition, the increased influence of entertainment patterns coming from Japan are having an impact on style in the U.S., ranging from anime and manga comics, Cosplay, J-rock and Visual Kei bands, and the increase in preferences for martial arts in sportswhich are also influencing style. Other top countries to note include Italy at 5.5%, Canada at 3.3% and China at 2.1% (which we continue to see increase).
A note about China: While many older demographics (over 35) tend to still think of China as a manufacturer of apparel, maintaining a “Made in China” mentality, there is a strong consumer shopping scene there among a new generation of young people, as well as a strong following for China brands in the U.S. There are many designers coming out of China that young people in America are looking for, as seen for example at Project Fashion Trade Show in New York with brands such as Vintage China Denim. There%uFFFDs a booming specialty boutique scene in cities such as Beijing, Shanghai, and Guangzhou. In Shanghai, concept stores such as X Shop on Moganshan Road, Younik on the Bund, Layefe in Xintuandi area, are all a part of the new scene of Chinese streetwear and contemporary fashion. Stores such as The Gloss, for example, carry Paul Frank apparel and German Freitag bags, whereas the store The Thing carries mostly independent Chinese fashion labels (with a streetwear bent).
By gender, females continue to have lower percentages that believe trends are coming from the USA at 28.2% compared with 46.6% of males. It%uFFFDs also significant that females rank the UK and Japan at 21.8% each, compared with males who rank the UK at 13.4%, then Japan at 12.7%. What this indicates is a stronger potential for acceptance of cultural diversity and influences in fashion among females than males which we%uFFFDve seen in fashion influences in general. So for introducing new cultural styles, for example, targeting young females first is an easier point of entry than young males. However changes that are gradually shifting percentages among males in North America are that Japan and the UK are increasing slightly as places they believe are producing the freshest fashion trends. This indicates a slightly more “open-minded” marketplace for such influences among young males in North America. Other interesting aspects to note by gender are that 6.1% of females name Italy compared with 4.8% of males, and 4% of males name Canada compared with 2.7% of females. China is at 2% among females and 2.1% of males.
By age groups, the USA is high across the board, but peaks among 21-25-year- olds at 39% of this age group followed by 13-14-year-olds at 37.3% of this age group. The UK is highest among 15-17-year-olds at 20.1%, followed by 13-14- year-olds at 18.1%. Interestingly, Japan increases in percentages the younger the age group. Again this indicates the Japanese influences of manga, fashion, sports on youth culture in North America and how this new generation is becoming more influenced by Japanese culture in general. France on the other hand, peaks among 18-20-year-olds at 12.6%.
For more charts by demographics, email email@example.com; (323) 630-4000 and inquire about the Premium Global Youth Culture Subscription 2008.