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131 30 10 2,3 50 20 BP, /, 2012 2008 2011 BP Bourdieu, P. 1979 La Distinction: Critique sociale du jugement, Paris: Edition de Minuit,1989, 2010 1996 PHP JMR 2008 2008 http://www.marketing.co.jp/marketing/ronbun/index.html 2009 2015 2012 vol.20,pp.93-109 2005a 2005b 2007a 2 2007b 2009a
132 22 2009b PHP 2010 2011 3 2012a 2012b! 2012 3 88 2008 2009 2012 AD STUDIES Vol.39, pp.18-23. 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.