Generation Z is the generation born between the mid to late nineties and the early 2010s, making members of Gen Z roughly 25 years and younger. This means that the Gen Z make up the youngest consumers in the apparel market, with more to join as they enter more independent stages of life. In 2021 there were approximately
. Overall, the
of approximately 67.8 billion British pounds in 2023. This was forecast to steadily increase over the following years, reaching a forecast revenue of 77.7 billion pounds in 2027. People in Great Britain aged 18 to 24 were generally favorable towards
Where do Gen Z buy their fashion?
According to a 2023 survey, the
store type where Generation Z respondents from the UK most often bought clothing was specialist fashion stores, such as H&M. H&M led the rankings of fashion stores among Gen Z in the UK, in terms of both
brand awareness and
popularity. Over 90 percent of those surveyed recognized H&M, and 62 percent said that they liked the brand. Primark followed in second place in both rankings. The second most popular store type to purchase fashion from was a sporting goods store. Nike and adidas were the two major players in this sector when it came to
brand ownership. Both brands had more than double the share of consumers who had purchased their items than third placed Jordan.
What do Gen Z spend on fashion?
The
average weekly household expenditure on clothing in the United Kingdom in 2022 came to 10.90 British pounds for consumers under 30, an age group which is mainly comprised of Generation Z. This was the lowest spend of any age group other than over 75s, and 3.5 pounds below the average expenditure of all households. Women under 30 spent an average of
4.60 pounds on outer garments in 2022, which was significantly more than the 2.80 pounds
spent by men of the same age.
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