Young Europeans’ Favorite Places to Buy Clothing Show Their Shopping Priorities

When it comes to buying clothes, young Europeans want affordability, style, and quality. Here’s where they say they’re finding it… TL;DR COVID and the current cost-of-living crisis have made young Europeans even more cost-conscious consumers Their favorite places to buy clothing reflect the premium they place on affordable clothing But their favorite retailers also show that being on-trend and part of the cultural conversation matter, too Gen Z and Millennials’ shopping habits have always been driven by affordability. But the past few years have made them even more cost-conscious. While COVID impacted their finances (and therefore their shopping habits), this year, a cost-of-living crisis is sweeping across Western Europe, forcing Gen Z and Millennials to tighten their purse strings and eliminate nonessentials from their monthly budgets. Just last week, the inflation rate hit double digits in the U.K. for the first time since 1982. Meanwhile, wages have stagnated while housing costs have risen—and all of this is hitting Gen Z and Millennials the hardest. Young Brits pay more than...