Habitual Difference in Fashion Behavior of Female College Students between Japan and Thailand
Author(s)
Aliyaapon Jiratanatiteenun,
Chiyomi Mizutani,
Saori Kitaguchi,
Tetsuya Sato,
Kanji Kajiwara
Affiliation(s)
Department of Engineering Design, Kyoto Institute of Technology, Kyoto, Japan. Department of Textile and Clothing, Otsuma Women’s University, Tokyo, Japan. The Center for Fiber and Textile Science, Kyoto Institute of Technology, Kyoto, Japan. Fibre Innovation Incubator, Shinshu University, Nagano, Japan.
Department of Engineering Design, Kyoto Institute of Technology, Kyoto, Japan. Department of Textile and Clothing, Otsuma Women’s University, Tokyo, Japan. The Center for Fiber and Textile Science, Kyoto Institute of Technology, Kyoto, Japan. Fibre Innovation Incubator, Shinshu University, Nagano, Japan.
ABSTRACT
The purpose of this study is to elucidate a role of the street fashion as a habitual communication tool for the youth through the comparative study on the habitual behavior of the Japanese and Thai youths. The questionnaires concerning the fashion behavior were submitted to a total of 363 female college students in Japan and Thailand in 2011. The results revealed the significant differences in fashion behavior between the two countries, which were affected by the climate, personal income, and traditional life . The Japanese youths care much about their personal surroundings and adapt fashion as a communication tool for social networking to be accepted in a group. The Thai youths care less about fashion and seek for other tools for social networking. By the time of the survey, the Japanese street fashion has been already matured as a communication tool with a variety of expression ways and is transfiguring spontaneously by repeated diversification and integration of several fashion elements. On the other hand, Thai street fashion is in the early stage and has not yet fully developed to affect a way of personal communication. However, the Thai youths have been increasing interest in fashion as confirmed by the increasing popularity of domestic fashion magazines, and provide a potential for Thai street fashion to develop.
The purpose of this study is to elucidate a role of the street fashion as a habitual communication tool for the youth through the comparative study on the habitual behavior of the Japanese and Thai youths. The questionnaires concerning the fashion behavior were submitted to a total of 363 female college students in Japan and Thailand in 2011. The results revealed the significant differences in fashion behavior between the two countries, which were affected by the climate, personal income, and traditional life . The Japanese youths care much about their personal surroundings and adapt fashion as a communication tool for social networking to be accepted in a group. The Thai youths care less about fashion and seek for other tools for social networking. By the time of the survey, the Japanese street fashion has been already matured as a communication tool with a variety of expression ways and is transfiguring spontaneously by repeated diversification and integration of several fashion elements. On the other hand, Thai street fashion is in the early stage and has not yet fully developed to affect a way of personal communication. However, the Thai youths have been increasing interest in fashion as confirmed by the increasing popularity of domestic fashion magazines, and provide a potential for Thai street fashion to develop.
Cite this paper
Jiratanatiteenun, A. , Mizutani, C. , Kitaguchi, S. , Sato, T. & Kajiwara, K. (2012). Habitual Difference in Fashion Behavior of Female College Students between Japan and Thailand. Advances in Applied Sociology, 2, 260-267. doi: 10.4236/aasoci.2012.24034.
Jiratanatiteenun, A. , Mizutani, C. , Kitaguchi, S. , Sato, T. & Kajiwara, K. (2012). Habitual Difference in Fashion Behavior of Female College Students between Japan and Thailand. Advances in Applied Sociology, 2, 260-267. doi: 10.4236/aasoci.2012.24034.
References
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[1] Abe, N. (2010). Japan’s shrinking economy. URL (last checked 11 January 2012). http://www.brookings.edu/opinions/2010/0212_japan_economy_abe.aspx [2] Blair, M., Armstrong, R., & Murphy, M (2003). The 360 degree brand in Asia. Hoboken, NJ: John Wiley & Sons. [3] Chirapongse, K. (2010). 5 top bangkok fashion brands. CNNGO. URL (last checked 22 April 2012). http://www.cnngo.com/bangkok/shop/bangkok-fashion-designers-578095 [4] Coughlan, A., & Sobeman, D. (2004). A survey of outlet mall retailing: Past, present, and future. INSEAD. URL (last checked 22 April 2012) http://flora.insead.edu/fichiersti_wp/inseadwp2004/2004-36.pdf. [5] Drake, K. (2001). Kwest for kawaii. Time magazine world. URL (last checked 15 February 2012). http://www.time.com/time/magazine/article/0,9171,131022,00.html. [6] Embassy of Japan in Thailand (2012). Japan-Thailand relations. URL (last checked 15 February 2012). http://www.th.emb-japan.go.jp/en/relation/index.htm. [7] Holdsworth, A. (2005). Teens spend more than some states, countries: Teens cash in. Window on state government. URL (last checked 20 July 2012). http://www.cpa.state.tx.us/comptrol/fnotes/fn0508/teens.html. [8] Jiratanatiteenun, A., Kitaguchi, S., Sato, T., & Kajiwara, K. (2010). Dynamics of street fashion in Japan as represented by cosplay and lolita. Proceeding from The Textile Institute Centenary Conference, Manchester: The Textile Institute. [9] Kaewthong, S. (2012). Biography. URL (last checked 20 July 2012). http://www.kaiboutique.com/About [10] Kawamura, Y. (2006). Japanese teens as producers of street fashion. Current Sociology, 54, 748-801. doi:10.1177/0011392106066816 [11] Koester, A. W., & May, J. K. (1985). Profiles of adolescents’ clothing practices: Purchase, daily selection and care. Adolescence, 20, 97- 113. [12] Luo, X. (2008). Women’s fashion magazines in Japan: Women vs. women’s fashion magazines in relation to self-image creation and Consumption. Master’s Thesis, Lund: Lund University. [13] Mandhachitara, R., & Lockshin, L. (2004). Fast moving luxury goods: Positioning strategies for Scotch whisky in Thai department stores. International Journal of Retail & Distribution Management, 32, 312- 319. doi:10.1108/09590550410538015 [14] Miller, L. (2004). Youth fashion and changing beautification practices. In G. Mathews, & B. White (Eds.), Japan’s changing generations: Are young people creating a new society (pp. 83-98). Oxron, OX: Routledge Curzon. [15] MRI (2003). Teen market profile. Magazine Publisher of America. URL (last checked 19 July 2012). http://www.magazine.org/content/files/teenprofile04.pdf [16] National Statistical Office (2011). Personal income and its disposition: 2007-2009. Statistical Yearbook Thailand 2011. Bangkok: Thammada Press Co., Ltd. [17] Neko, N. (2008). Lolita and Japanese Society. URL (last checked 3 February 2012). http://www.lolitafashion.org/index.html. [18] Nethin, N. (2012). Designers’ room: An important step of Thai designers for international area. URL (last checked 12 April 2012). http://www.thanonline.com/index.php?option=com_content&view=article&id=110509:dsigners-room-&catid=171:pr&Itemid=512 [19] Ngamchitcharung, C. (2005). Korean teens: Great power in the era of the modern market, Maketeer, 6, 50-114. [20] Park, K. A. (2008). The growth of cultural industry and the role of Government: The case of Korea. Master’s Thesis, Cambridge, MA: Massachusetts Institute of Technology. [21] Pasukvanich, C. (2003). Study highlights: Improvement of competitiveness of Thailand. Bangkok: Office of the National Economic and Social Development Board. [22] Pena House. (2007). Business: Outletmall company limited. URL (last checked 4 July 2012). http://www.penagroup.com/business_outletmall.php. [23] Rakprayoon, T. (2002). The diffusion of Japanese teenage culture on media in Thailand. Master’s Thesis, Bangkok: Chulalongkorn University. [24] Sanook campus. (2009). Tokyo Street Fashion. Sanook.com. URL (last checked 4 July 2012) http://campus.sanook.com/teen_zone/intrend_06008.php. [25] Siriyuvasak, U. and Hyunjoon, S. (2007). Asianizing K-pop: Production, consumption and identification patterns among Thai youth. Inter-Asia Cultural Studies, 8, 109-136. doi:10.1080/14649370601119113 [26] Slade, T. (2009). Japanese fashion: A cultural history. New York: Berg. [27] Statistics Bureau (2012). Summary of the latest month on family income and expenditure survey. Statistics Bureau, Ministry of Internal Affairs and Communications. URL (last checked 12 July 2012). http://www.stat.go.jp/english/data/kakei/156.htm. [28] Steele, V., Patricia M., Yuniya K., & Hiroshi N. (2010). Japan fashion now. Italy: Conti Tipocolor. [29] Thai Post (2010). Thai Kids addicted to Internet/TV. URL (last checked 12 July 2012). http://www.thaipost.net/node/18891. [30] Thansettakij (2012). Brand name has conquered Thai’s market. URL (last checked 12 July 2012). http://www.thanonline.com/index.php?option=com_content&view=article&id=110553:2012-03-02-14-33-04&catid=85:2009-02-08-11-22-45&Itemid=417 [31] Tidarat, R. (2002). The popularization of Japanese youth culture in the media in Thailand. Master’s Thesis, Bangkok: Chulalongkorn University. [32] Tipparat (2011). Thai’s garment industry. URL (last checked 12 July 2012). http://www.idis.ru.ac.th/report/index.php?topic=6449.0;wap2 [33] Wigglesworth, E. F., & Brotan, J. (1966). Retailing trends in Thailand. Journal of Retailing, Summer issue, 41-51. [34] Wongvittayapanich, N. (2011). Jatujak and bon marche market: The good management of the market places. URL (last checked 10 July 2012). http://www.tuhpp.net/files/FACT1-1.pdf