Bulletin of the Graduate School of Education, Hiroshima University. Part. II, Arts and science education Issue 67
2018-12-21 発行


Awareness and Attitudes of Female University Students on Mass-Produced Fashion
Depersonalized, bureaucratic fashion, which is called ryosan-gata or mass-produced fashion, has become prevalent among young Japanese. Although fashion is one of the most important means to express individuality, many young people accept or even prefer massproduced fashion. This study explored and clarified the awareness and attitudes of female university students toward mass-produced fashion. A questionnaire survey was conducted with 140 female university students to examine their daily fashion consciousness and their opinion of mass-produced fashion. In 1995, Kiuchi developed a scale to measure individuals on their dimension of independent versus interdependent self-construal. This scale was used to analyze the survey results. More than 80% of the students answered that they were interested in fashion. However, they did not rapidly adopt fashion trends. The students observed that the most important consideration when purchasing clothes is whether the item suits her and expresses her individuality. However, about 40% of the students preferred mass-produced fashion and more than 70% of these students felt contented with their choices. The students who were classifi ed with interdependent self-construal tend to prefer mass-produced fashion, while students classified with independent self-construal prefer fashion that is not mass produced. Students with interdependent self-construal also observed that they liked mass-produced fashion. In conclusion, the cultural interdependency of Japanese society is thought to influence the deindividuation in fashions among Japanese youth.
mass-produced fashion
female university students
independent self-construal
deindividuation in fashion