Return to Press
Japanese Youth Research Study Indicates Specific New Motivations, Preferences, Lifestyle Traits, and Trends
Contacts: Kathleen Gasperini
Kathleen@labelnetworks.com; +310-745-3005
For Immediate Release:
Los Angeles, CA, June 2, 02004—Fresh results released today from an unprecedented Japanese Youth Culture Research Study focusing on 15-30-year-olds indicates how new motivations, lifestyle traits, and preferences shape Japanese youth trends, particularly where they spend their money, how they use technology, communicate, and adopt fashion trends. The Study, produced by Label Networks, Inc., the 1st marketing intelligence and research company covering global youth culture, provides the most in-depth and authentic quantitative and qualitative information ever produced about young people throughout Japan. Overall, the Japanese Youth Culture Research Study is the next phase of Label’s global youth culture program towards measuring the changing demographics, influences, markets, and opportunities through omnibus research studies currently conducted in North America, France, Germany, Spain, Italy, the United Kingdom, and launching in October, China.
“While young people in general deal with identity issues, it’s even more apparent in Japan where an entire generation is breaking out of a naiveté and developing a culture that’s unique and almost foreign in a futuristic way,” says Label Networks President, Tom Wallace. “Japan’s mercurial adaptation of new trends comes from a long history of their fascination with new things, even dating back to the Kabuki stage actors in the 18th century. Combined with a great number of people living within limited space, new ideas morph quickly into one another.”
The results among Japanese youth are that new trends are pushed to incredible extremes—which have provided inspiration for global designers, technologists, stylists, and even hair designers for several years. But while the culture of Japan is steeped in poetic rituals and tradition, it is also living in a neon, fashion-heightened, technology rich society, which results in a living oxymoron. Seismic shifts in the youth market are apparent in the results of the Japan Youth Culture Study, which are both incredibly exciting and very telling about where certain opportunities exist and why.
“When comparing the youth market of Japan with North America and Europe, it becomes even more clear just how compulsive this society is and their reaction to the historical emphasis on conformity,” continues Wallace.
Label Networks’ immersive, street-level research methodology was crucial for gaining core, authentic information from the Japanese youth market. Using highly trained endemic Japan field research managers who were attuned to the target market and cultural vibe, data was gathered unobtrusively by using our remote, digital data-gathering methods in face-to-face interviews.
Online subscriptions to the Study are now available for global brands, agencies, media, and people who need core metrics and insider knowledge about this influential youth culture marketplace. For businesses tracking the shape of the youth market, subscribing to Label’s authentic, on-going research Studies is a fundamental step for building and embedding successful business strategies in the global youth marketplace.
For questions and subscription costs to the Japanese Youth Culture Research Study 02004, or for inquiries to Label Networks’ other omnibus Studies, or for information about proprietary questions or custom research, consulting, and presentations, please contact Kathleen Gasperini or email info@labelnetworks.com; or call +310-745-3005.
About Label Networks:
Label Networks, Inc. is the only global youth culture marketing intelligence and research company covering the most trendsetting subcultures in the world. Label was launched in 2000 to bridge the gap between companies trying to access the youth marketplace and the lack of useful, authentic research about the fast-changing landscape. Label created new methods to gain constantly fresh quantitative and qualitative data about the marketplace accurately and quickly with a combination of remote data-acquisition and analysis systems, and a credible team of Youth Culture Experts. Together, Label measures, reports, and consults with brands, agencies, and media about pinpoint consumer preferences gathered from face-to-face interviews from the heart of opinionated youth environments. Global Youth Culture Studies include North America, Europe, Japan, and China (Beijing, Shanghai, and Hong Kong as of October, 02004); Clients: Vans, Harley-Davidson, LG, Footlocker, Siemens, Fox Sports Network, Braun, Salomon, Nike, Levi’s, Quiksilver, Billabong, DC Shoes, Globe/Gallaz, Xbox, Ford, Columbia Sportswear, Creative Artists Agency, Immortal Entertainment. Contact: Label Networks, Inc.; 6230 Wilshire Blvd. #72; Los Angeles, CA 90048; (310) 745-3005; info@labelnetworks.com; www.labelnetworks.com.
