Women in the UK are increasingly turning away from fast fashion in favor of higher quality clothing options, but one item that remains a wardrobe staple is denim. A recent report by Mintel predicts a 14% growth in the UK women’s clothing market, reaching £33.5 billion by 2022, following a 3.2% increase in sales in 2017, totaling £28.4 billion. Despite this growth, only 6% of women surveyed did not purchase any clothing for themselves in 2017.
Within this shift towards higher quality fashion choices, British women are showing signs of fatigue with fast fashion and are investing in timeless pieces that prioritize quality over quantity. A staggering 66% of female shoppers spent less than £50 on their last clothing purchase, indicating a shift towards valuing lasting pieces. Additionally, 69% believe that investing in timeless fashion items can lead to long-term savings, while 64% agree that spending more on quality items is a worthwhile investment.
Despite the move away from fast fashion, the denim trend remains popular, particularly among women aged 16-34, who are driving sales of jeans. This group is also leading the charge for more transparency and sustainability in fashion, with a significant portion expressing interest in knowing how their clothes are made.
Representational diversity in marketing campaigns is also becoming increasingly important to women consumers, with many noting that they are more likely to shop at retailers that feature models representing the average person. Online shopping is on the rise, particularly among younger female shoppers, although challenges with finding exactly what they’re looking for online persist.
Returns due to poor fit continue to be a common issue for female shoppers, particularly among younger age groups. As UK women continue to prioritize quality over quantity in their fashion choices, retailers are faced with the task of meeting their evolving demands for sustainability, transparency, and representational diversity.
To learn more about current fashion trends in the UK, visit Vogue UK and for sustainable fashion options, check out Eco Warrior Princess.
