Are you a fashionista, always in pursuit of the latest clothing trend or seeking to stand out from the crowd with the latest designer coat or shirt? If you are, a recent survey suggests that you're rapidly becoming a minority in the UK.
The United Kingdom has always been a centre of fashion, with some of the world's most famous clothing designers born and developing their careers here.
However, a 2024 survey with over 2,000 participants has revealed a shift in the focus of UK clothing shoppers.
UK shoppers favour longevity over trends
The survey questioned shoppers between the ages of 18 and 35, an age-group that has been the mainstay of fashion for decades. They were asked a series of questions about their shopping habits and general opinion on clothing/fashion, lifting the lid on consumer habits that kick-back at previous generations intent on wearing the latest and most fashionable attire.
One of the key statistics that came out of the survey was that 58% of participants would not be paying any attention to the latest clothing fads. Instead, they'd be looking for the life they'd get from their wearables, hunting longevity over fleeting fashion or a desire to be seen in clothing that was 'on trend'.
Google searches for fashion trends are falling
The survey also backs up some of the most recent data from Google. There are 15% fewer searches related to fashion trends than there were 5 years ago in the UK. That might not sound like an earth-shattering fall, but a 3% drop every year for 5 consecutive years is enough to keep any fashion company executive awake at night.
Social media influence on fashion is huge
It might not surprise you to read that the impact of social media on fashion is significant. Over 60% of those that took part in the survey said that social media channels were their main sources of information on what was cool to wear in 2024.
That figure was even larger in Northern Ireland, where 71% of respondents said that social media was a driver of their personal clothing style.
Comfort and cost remain the top priorities
Whilst social media is a key influencer, it didn't change the fact that fewer buyers were prepared to become a fashion follower. They were much more interested in comfortable clothing and keeping costs down.
Google searches for comfortable clothing rose by 32% in a single month in early 2024, and this follows a trend that has become the norm for over 18 months.
The UK cost of living crisis is obviously playing a part in some shopper decisions where fashion is concerned, indeed very few sectors are unaffected by it. Nonetheless, the drop in fashion/trend purchases of clothing is dramatic. The fashion industry is facing a major crisis with UK consumers opting to put it very low on their list of priorities.
Where are people spending their money in the UK?
The recreation and entertainment sectors, including spending on parties where our own 360 video booth is in demand, have seen growth almost every year since 2007. The pandemic is the clear 'blip' in the chart that shows this (2020 and 2021 being the only two years where demand dropped).
In 2023, spending on recreation and entertainment was almost double what it had been in 2007, with consumers looking to make the most of their non-working time and enjoy their personal time, devote more quality time to their home lives and move away from the rat-race.
Are you spending less on fashion-related clothing?
We love to hear from our readers, so drop a comment below if the survey supports your own clothes buying habits. Alternatively, if you're a catwalk strutting fashionista, let us know!