• Share:
• • Share on Viber
  • Download Viber

• Share:
• • Share on Viber
  • Download Viber

Rakuten Group, operated by Rakuten Inc., has announced the results of a consciousness survey on vintage fashion through the flea market app "Rakuma".

At "Rakuma," the transaction amount of vintage items in the "Rakuma Official Shop" where businesses open stores has grown to 122% of the same period last year (Note 1). This time, a consciousness survey was conducted on 266 users who have purchased vintage items (Note 2).

[Summary]
●When it comes to vintage fashion, the top 3 are: 1st place is Tsuyoshi Kusanagi, 2nd place is Masaki Suda, and 3rd place is Takuya Kimura.
●The most common purchasing channels for vintage items are online flea markets (77.8%) followed by physical stores (66.2%).
●Over 80% of people who find vintage items online want to try them on.
●More than 30% of users answered that they are open to vintage fashion even if it looks new.
●The appeal of vintage items lies in the unique designs not found in new items and the ability to create a fashion style that stands out.
●Especially popular genres include American, European, and accessories.

【Detailed Survey Results】
●When it comes to vintage fashion, the top 3 are: 1st place is Tsuyoshi Kusanagi, 2nd place is Masaki Suda, and 3rd place is Takuya Kimura.
When asked about "famous people and influencers who are considered to be synonymous with vintage fashion," Tsuyoshi Kusanagi (36 votes), known as a denim enthusiast, received the most votes. The second place was Masaki Suda (16 votes), the third place was Takuya Kimura (14 votes), the fourth place was George Tokoro (12 votes), and the fifth place was shared by Masahiko Hamada (Downtown) and Hiroshi Fujiwara, the owner of the long-established vintage shop "BerBerJin", with 6 votes each. The female with the most votes was Chiaki ranked 7th overall, and First Summer Uika ranked 9th. In addition, Takeshi Morisawa, known by the same number of votes, as well as Kenji Tamai (Kamaitachi), Daiki Tsunoda (King Gnu), Kenichi Takifujita, and Tetsuya Morita (Saraba Seishun no Hikari) made it to the 8th and 9th places.

The most common channels for purchasing vintage items are "Flea market apps" (77.8%) followed by "Physical stores" (66.2%).
When asked where they usually purchase vintage items, with multiple answers allowed, the majority answered "Flea market apps" (77.8%) followed by "Physical stores" (66.2%). It is believed that in recent years, the number of reusers opening stores on flea market apps has increased, and the fact that vintage products sold by thrift stores nationwide are available on flea market apps also has an impact.

Over 80% of people who find vintage items on the internet wish to "try them on."
Among those who answered 'online flea market app' as the most popular sales channel to purchase vintage items, over 80% of people expressed a desire to 'actually see and try on vintage items before buying,' with 51.5% strongly feeling so and 35.0% somewhat feeling so. While purchasing through e-commerce has become common, there is a high demand for trying on items before making a purchase.

More than 30% of users answered that 'even if it's new, vintage-style fashion is acceptable.'
When asked about their preferences regarding vintage fashion, the majority, 60.9%, preferred 'authentic vintage items (items from over 20 years ago),' while over 30% also indicated a preference for 'even if it's new, as long as it has a vintage style.' With the recent trend of vintage fashion, there are many items circulating that have vintage-style designs and processing, leading to the understanding that some people are fine with designs that look the part.

The allure of vintage items lies in 'unique designs not found in new items' and the ability to achieve a 'fashion that does not overlap with others.'
In the question about the charm of vintage items (multiple answers allowed), the most common response was the presence of designs and color schemes not found in new items (66.5%), followed by the uniqueness that makes it different from others (58.3%), the ability to feel stories or eras (48.9%), the high rarity value (48.5%), and the increasing taste over the years (47.7%). The opinion emphasizing the value of assets such as resale value is a minority, with many people finding charm in the uniqueness of designs and color schemes.

Especially noteworthy genres include 'American,' 'European,' and 'accessories.'
In the question about genres particularly focused on in vintage fashion, 'American' (40.2%) stood out as the most abundant response, represented by casual items such as denim and T-shirts, known as 'Amekaji.' The 'American' genre is characterized by rare items such as denim that can skyrocket in price to millions or tens of millions of yen, proving to still be highly popular as a staple of vintage fashion.
Following that, the question about genres particularly focused on in vintage fashion included 'European' (38.0%), referred to as 'Euro Vintage,' with formal designs and military clothing as the mainstream, 'accessories' (37.6%) popular for vintage luxury brand items like Hermes' 'Chaine d'Ancre' and antique Indian jewelry, 'Old brands' (35.7%) referring to vintage items from luxury brands decades ago, 'band T-shirts' especially from rock bands that were active in the 80s and 90s, animal print 'animal T-shirts,' 'college T-shirts,' represented by T-shirts (31.6%), 'military' (23.3%), and 'Y2K' (3.8%).
The 'Y2K' fashion trend is popular among the younger generation, but overall, 'American,' 'accessories,' and other relatively high-priced genres attract attention in the vintage fashion market, indicating that it is supported by generations with economic power.

■本調査に関する専門家からのコメント： 十倍 直昭（とべ なおあき）氏 （株式会社VCM代表）
　「ヴィンテージ」というファッションジャンルは、元々、アメリカで作業着とされていたデニムなどのファッションに日本人が価値を見出し、「ヴィンテージファッション」というスタイルを生み出しました。その結果、SNSなどを通じて「ヴィンテージ」ファンは国内外で増え、現在は世界的にもアジア諸国、ヨーロッパ、アメリカなどでヴィンテージファッションは注目されています。今回の調査結果を見ると、「新品でもヴィンテージ風ならあり」という方もいらっしゃる中で、「やはりヴィンテージは年代物でないと！」という方が6割もいらっしゃることに、「楽天ラクマ」のユーザーさんのファッション感度の高さを感じました。ヴィンテージファッションは沼のようなもので、一度好きになると飽きることのない、奥深い世界だと思っています。10月19日（土）～20日（日）にはVCM Vol.5（注3）のイベントが開催されますので、ぜひイベントに足を運んでいただき、様々な商品を手に取って楽しんでいただきたいです。

■プロフィール
株式会社VCM代表。2008年にVintage Select Shop「Grimoire」をオープンしたのち、2021年にはヴィンテージ総合プラットフォーム 「VCM (Vintage Collection Mall)」 を立ち上げ、日本有数のヴィンテージの祭典「VCM VINTAGE MARKET」を主催。また渋谷パルコにて、マーケット型ショップの「VCM MARKET BOOTH」やアポイントメント制ショップ「VCM COLLECTION STORE」、イベントスペースとして「VCM GALLEY」を運営する。

（注1）「ラクマ公式ショップ」のヴィンテージ関連商品の取引金額において、2024年1月1日（月）～6月30日（日）と2023年の同時期で比較
(Note 2) Survey on awareness of vintage fashion.
Survey respondents: Users of Rakuten's Mercari.
Sample size: 266 samples collected.
Survey period: Friday, September 6, 2024 - Wednesday, September 11, 2024.
Survey conducted by Rakuten's Mercari.
(Note 3) Vintage event sponsored by VCM, with Vol.5 presented by Rakuten's Mercari as a gold sponsor. Press release:
* Company names and product/service names mentioned in this press release are generally registered trademarks or trademarks of their respective companies.
About Rakuten's Mercari
"Rakuten Rakuma" was born in February 2018 by integrating "Furima," Japan's first flea market app launched in July 2012, and "Rakuma," which was operated by Rakuten. By expanding the "circle of circulation" that allows products to be circulated without being thrown away through the power of connection and building an EC world where anyone can easily participate, we aim to revitalize the circulation market and contribute to the realization of a circular society.

The end

• year
• month
• Category

• year
• month
• Category