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Fashion Preferences and Style Report

Download the full report for further insights

Trying to track with every #core and aesthetic trending on social media can feel like a futile mission these days. It seems every week brings another viral look, fuelled by a hashtag, that brands need to figure out. But are young people chasing all of these viral fashion trends—and if so, how are they possibly keeping up?

This year’s Fashion Preferences and Style report explores how young people view fashion and style as a form of self-expression. And how trends in their eyes aren’t templates to copy, but ways to reflect who they are and to influence others. In the wake of social media’s fast-moving fashion trends, we’re also looking at the ways that young consumers are shopping for their style, and how they feel about fast fashion.

Download the full report for insights on:

  • How Gen Z and Millennials believe that their fashion and style is influenced by their own self-expression
  • The interests 13-39-year-olds have for thrifting, secondhand, and vintage clothing options
  • How LGBTQ+ young consumers are understand the impacts of fast fashion and what it has on the environment

Report length: 13 pages

North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada, fielded in June 2022

Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in July 2022

Additional survey content for Pro users: The kind of clothing young consumers are interested in buying, their interests in high, quality clothing items, and if COVID has shifted their view on the kind of clothing they buy.

Survey content for Pro users also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, BIPOC, Country, Urban/Rural Status, LGBTQ+, and Parent

Recent years' reports on this topic

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North America
Western Europe