Consumption of Japanese fashion goods has become increasingly polarized, with greater demand for fast-fashion products. Despite the increasing polarization of fashion in Japan, there is little to no research exploring consumers and their preferences in this new environment. In addition, few studies have inspected how consumer decision making in the new fashion environment has contributed to this polarization. To redress this gap in the literature, I examine the factors that have contributed to the polarization of fashion consumption trends in Japan. Specifically, I focus on the jeans market, which is characterized by substantial price polarization. Through our analyses, I identify which factors drive the purchasing of jeans. These factors include involvement, purchasing intention, the consumer’s satisfaction with his/her own figure, and the overall purchasing experience.

• Tetsuma Emmaru(Reitaku University, Japan)