UK’s 18-35-year-old shoppers “have no intention of following this year’s top fashion trends”. That’s the headline-grabbing view of 58% of them in a survey by British fashion brand . 75% of the 2,000 consumers interviewed are “prioritising quality and timelessness over staying on-trend”, and 85% are all for comfort dressing, “a statistic that comes as less surprise to those aware that online interest in athleisure has risen 25% in the last quarter alone”, Blakely said.
Also, 78% said they’re willing to spend more on clothing if it means better quality and durability, 67% said they are now more likely to invest in classic and timeless pieces than in trend-driven pieces, and 77% said that the longevity of their clothing is more important to them than its trendiness.
The report, entitled ‘I wouldn’t wear that’, goes on to note that there are 15% fewer Google searches related to fashion trends in the UK each month now than there were five years ago, while searches for ‘comfortable clothes’ have shot up 32% in the last month and ‘athleisure’ and ‘athleisure wear’ are seeing sustained popularity and growth.
“The definition of fashion is changing,” Blakely CEO Gareth Newman said, “where enduring quality and comfort are at the forefront of consumer demand, focusing on wellness and value for money rather than trending aesthetics.” Across a range of womenswear trends identified in popular fashion magazines as top choices for 2024, the least popular were ‘Hot Metals’ and ‘Snowflake Patterns’, with 64% of women saying they didn’t intend to buy or wear these.
Those predicting menswear shoppers would be leaning into ‘Animal Prints’ and ‘Glitterbombed’ looks this year will be disappointed to learn that 65% and 69% of men, respectively, have no intention of shopping for either, and will be far more likely to opt for ‘Back in Black’ – the only trend to entice a high volume of shoppers. Some 72% of men are “happy” to follow a ‘trend’ that largely amounts to what many people consider a standard wardrobe: dressing solely in black.
For brands and retailers hoping to see growth throughout the year ahead, the data hints at the need “to focus energy on demonstrating quality, value and longevity in garments, rather than seeking to launch product ranges that satisfy ever-growing lists of trends”.
Some 60% of respondents did admit to having their personal style influenced by social media, however. “Shoppers may not be swayed by the trends put forward on runways and in fashion and lifestyle magazines, but evidence suggests they can be sold a certain look by the Instagrammers, TikTokkers and other social media stars in their newsfeeds”, Blakely said.
It showed Northern Irish shoppers are most likely to be influenced by what they see on social (71%) while buyers in the East of England are as apathetic about social suggestions as they are about mainstream trends — just 44% in the region cited social media as influencing their purchases.
Gucci store in London at Bond Street
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