I think the above is the take-away from this survey by the fast fashion retailer Uniqlo into Cool Biz and Super Cool Biz, who used this survey as an excuse to promote this year?s Super Cool Biz line of clothes.
Demographics
Between the 10th and 13th of May 2013 200 men and women in full employment living within Tokyo and aged between 20 and 59 completed an internet-based questionnaire.
I don?t really go much for Cool Biz, but I?m always relatively casual at work. I have heard other people say that wearing a vest or T-shirt under a normal shirt helps no end on sweaty Japanese summer days, so perhaps I?ll pick up a couple of Uniqlo T-shirts and give them a go.
Research results
Read more on: abenomics,cool biz,uniqloQ1: What kinds of products would you like to wear as Cool Biz fashion? (Sample size=200, multiple answer)
Items with a dry feel that allow me to spend time comfortably 46% Items that feel good on the skin that allow me to spend time comfortably 36% Items with sweat smell suppressing function as I am bothered by such smells 32% Items that are easy care 32% Items with a dry feel that also dry quickly after washing 22% Items that coordinate well 19% Items with an anti-bacterial function 18% Items that make people feel cool just by looking at them 18% Items with sweat smell suppressing function so as not to make other people uncomfortable 18% Items that hide sweat stains so as not to make other people uncomfortable 17% Items that are made of sturdy materials 12% Items that are colourful and lift my spirits 8% Items that are colourful and lift other people?s spirits 5% Q2: What kinds of Cool Biz fashion bothers you, dissatisfies you, or annoys you? (Sample size=200, multiple answer)
Just removing a tie for half-hearted Cool Biz 23% Too casual style that looks slovenly 20% Always the same style 16% Worry about sweat smells 15% Not enough Cool Biz-ness and looks uncomfortably hot 10% Shows too much skin 9% Worry about sweat stains 9% Doesn?t go with dress shirts, polo shirts, etc 9% Not suited to the TPO (Time, Place, Occasion) 8% Feels unclean 6% Worry about creases 4% There was then a strange cross-reference between those who wanted to wear colourful Cool Biz items versus those who had expectations for Abenomics. 39% of the people who who were optimistic about Abenomics wanted to wear something colourful, whereas just 13% of the pessimists did. Conversely, just 6% of the optimists didn?t want to wear something bright, yet 12% of the pessimists didn?t.
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Source: http://feedproxy.google.com/~r/WhatJapanThinks/~3/u9p1iuedFBM/
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