University Students’ Fashion Selection Criteria Including Desire of Approval

This paper has two purpose. The first purpose is to identify how many people (university students) have a desire for approval, and from who they want to get approval. The second purpose is to clarify what selection criteria are there for others to approval the students’ fashion. As the method, a questionnaire survey was conducted, and factor analysis was performed using the responses of the subjects. The result was that 72.5 % of the students wanted approval. They wanted to feel recognized at fashion by their close friends and their SNS followers. The selection criteria for items related to fashion are as follows. Male university students’ fashion selection criteria were “look good”, “pride” and “sense”. The criteria for female university students to choose fashion were “look good”, “cuteness” and “self -worth”. Among the fashion selection criteria, the “cuteness” criterion is a characteristic of female students. It suggests that they want to appear cute to others. In order to be approved by others, the factors listed above are more important than the price.