Shop Smart and Feel Confident - Study Shows Fashion Consumers in the U.K. Prioritise Affordability, Quality, and Unique Style

Looking at when U.K. consumers are selecting a fashion brand, having a wide range of styles and options to choose from (48%) ranks as one of the most important considerations behind price (76%) and quality (75%). When it comes to younger shoppers, particularly those aged 18-34, standing out in unique clothing is more important (74%), with this age group favouring uniqueness over keeping up with trends (58%). This preference is echoed among SHEIN customers (70% of customers vs. 56% of non-customers).

When U.K. consumers find clothing that perfectly matches their style, 82% say they won't need to buy as much clothing overall, with both SHEIN customers (83%) and non-customers (82%) responding similarly. Notably, clothing items get worn more often when consumers feel they are unique and different from other items in their wardrobe, especially for SHEIN customers (82% vs. 67% for non-customers).

Looking specifically at consumption habits of SHEIN customers, 71% say they wear their SHEIN clothing as much or more often than other lower-cost fashion clothing and 66% say they wear their SHEIN clothes as much or more than their higher-priced fashion clothing. Also, shoppers are mindful when it comes time to get rid of clothing - 88% of U.K. adults avoid throwing clothes in the bin and 83% try to find ways to repurpose or recycle clothing, with SHEIN customers responding similarly as non-SHEIN customers.

"Following the latest fashion trends has always come at a steep cost," said Shihong Liu, senior marketing director - U.K. at SHEIN. "Through SHEIN's on demand business model, we've been able to overcome this challenge. By only producing the products customers want, we're able to reduce waste while offering a desired variety of styles and products whilst keeping costs low."

For more on the survey, view here.

Note: The survey was conducted online by The Harris Poll on behalf of SHEIN from Aug. 22-27, 2024, among 1,016 U.K. adults aged 18 and older, of whom 305 are SHEIN customers. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For these studies, the total sample data is accurate to within + 3.2 percentage points using a 95% confidence level. 

For complete survey methodology, including weighting variables and subgroup sample sizes, please contact [email protected]. 

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About SHEIN

SHEIN is a global fashion and lifestyle online retailer offering SHEIN-branded apparel and products from a global network of vendors at affordable prices. Headquartered in Singapore, SHEIN is committed to making the beauty of fashion accessible to all, promoting its industry-leading, on-demand production methodology for a smarter, future-ready industry. To learn more about SHEIN, visit www.sheingroup.com.

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