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22 b PHP a 2012b! AD STUDIES Vol.39, pp Mapping Clusters of Japanese Female Consumers in the Age of The Forth Consumption characterized by social consumption: A Cluster Analysis of Consumers based on Purchase Patterns of High/ Low Fashion Brands in 8 Categories Jun KANAMITSU ABSTRACT In this paper we explored into purchasing patterns of fashion brands among Japanese female consumers, who were strongly shaken by the great earthquake, in the age of The Fourth Consumption characterized by the emergence of social consumption. We mapped clusters of Japanese female consumers on the plane spanned by an alter-oriented fashion value (x axis) and purchase amount of fashion brands (y axis), based on a cluster analysis of consumers conducted on purchasing patterns of high/low fashion brands in 8 categories. We detected 8 clusters varying in distributions of age, income, urbanization and fashion values. One of the interesting clusters, that are expected to be leaders in fashion trends, is Kawaii Women composed of young and relatively urban females, who like to be kawaii and prominently prefer low brands, purchasing tons of low brands. Another is Fashionable Women composed of middle-aged high-income urban females who like to go in style, enjoying plenty combinations of high/low fashion brands. We projected a distribution of female fashion clusters considering female marriage/work trends in the near future.