MyVoice Communications conducted an online survey on "fast fashion" from September 1st to 5th, receiving 11,066 responses.

The brands with the highest brand recognition were "UNIQLO" and "Shimamura," each at 80-90%, followed by "GAP," "H&M," and "GU" at 60-70% each. For all brands, women had higher recognition than men, with "Forever 21" and "ZARA" receiving recognition from women that was approximately 30-32 points higher than men.

When asked about the brand they had purchased within the past year, "UNIQLO" (63.5%) was the most popular, followed by "Shimamura" (21.3%), "GU" (14.9%), and "Gap" (12.8%). The most popular purchase items were "T-shirts" (49.2%), "underwear" (43.1%), and "pants (jeans, chinos, etc.)" (42.3%), followed by "shirts, blouses" (29.8%), "socks" (29.6%), and "cut-and-sew tops, camisoles, tunics, etc." (25.1%). Among young people, men tended to purchase "T-shirts" and "socks," while women tended to purchase "dresses" and "skirts."

The top three most popular brands were "Uniqlo" (38.8%), "Shimamura" (7.4%), and "Gap" (6.6%). The reasons for wanting to purchase from "Uniqlo," "Shimamura," "GU," and "Avenir" were "cheap prices" (80-90%), "Zara," "GLOBAL WORK," and "next" (they have products that suit my tastes), and "Abercrombie & Fitch" (they have good taste and are stylish).

We saw individual preferences regarding fast fashion, with comments such as, "I wear Uniqlo and other brands as loungewear and everyday clothes, but I wear H&M and other brands as going out and as fashionable clothes" (woman, 40 years old), "I don't wear fast fashion when I want to look sharp on a date" (man, 23 years old), "Cheap trendy items are fine" (woman, 51 years old), and "I only wear one Uniqlo item a day, but I don't wear my whole body" (woman, 49 years old).