Young consumers believe they have a unique sense of style and that their generation is responsible for creating today’s hottest fashion trends. However, social media still has a huge impact on what they wear (whether they admit it or not), especially since a significant number are buying clothes directly from their feeds.
This year’s Fashion Preferences and Style report explores how young people view fashion and style as a form of self-expression, how they tend to shop for new clothes, and how brands can capitalize on young consumers’ affinity for comfort-forward fits.
Report length: 21 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded October 2024. 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 October 2024
