Fashion: What your shoppers really want from you
- InsightTrendsWorld
- Mar 26
- 10 min read
Why it is the topic trending:
Understanding Consumer Behavior in a Challenging Retail Environment: The article addresses the crucial need for fashion retailers to understand evolving consumer preferences in a complex economic climate where several businesses are struggling.
Data-Driven Insights from a Comprehensive Survey: The findings are based on a survey of 2,000 UK consumers, providing valuable and data-backed insights into shopper expectations and behaviors in 2025.
Focus on Omnichannel Shopping Experiences: The report specifically delves into what consumers want from integrated shopping experiences across mobile, physical stores, and online channels, which is a key strategic area for retailers.
Actionable Insights for Fashion Brands and Retailers: The article aims to provide fashion businesses with actionable insights that can help them shape their strategies to remain competitive and capture consumer loyalty in 2025.
Overview:
The article previews the findings of the "Drapers’ Connected Consumer 2025" report, which surveyed 2,000 UK fashion shoppers to understand their preferences and expectations for omnichannel shopping experiences in 2025. The report highlights the dominance of mobile commerce for Browse and buying, the continued importance of physical stores (especially for older consumers), the accelerating influence of social commerce, the growing expectation for personalization powered by AI, the high demand for convenient delivery options, and the overall need for seamless integration across all shopping channels.
Detailed Findings:
High Customer Satisfaction Across Channels: Around 80% of consumers are satisfied with physical stores and online shopping via desktop, while 78% are satisfied with mobile fashion shopping.
Mobile Commerce Dominance: Mobile has become the preferred fashion shopping channel for 40% of consumers (up from 31% in 2024), surpassing physical stores (33%) and desktop/laptop (26%). This growth is not limited to Gen Z, with significant increases in preference among older millennials and even baby boomers.
Social Commerce Acceleration: Social media platforms like Instagram (45%) and TikTok (39%, with 66% among Gen Z) are increasingly influencing fashion purchases. A significant 39% of consumers have purchased fashion items directly via social media posts, and 25% through live shopping events.
Physical Stores Still Critical: 33% of consumers still prefer physical stores, which remain the top choice for shoppers aged 55-60 (46%) who value the ability to touch and try on items. However, satisfaction among older consumers with in-store experiences could be improved.
Personalisation and AI are Expected: AI-driven fashion recommendations are becoming mainstream, with 15% of consumers frequently buying suggested items and 42% doing so sometimes. Among under-35s, 74% make purchases based on AI recommendations.
Convenience is Key: Delivery expectations remain high, with 84% unwilling to pay more than £5 for standard delivery. Younger consumers are more willing to pay for same-day delivery. PayPal has become the preferred online payment method, while BNPL usage has softened overall but remains popular with 25-34 year olds.
Omnichannel Integration is Essential: Consumers expect seamless integration between mobile, desktop, physical stores, and social channels, including real-time stock visibility, click and collect, and personalized app notifications.
Key Takeaway:
UK fashion shoppers in 2025 are "connected consumers" who expect a seamless and convenient omnichannel experience, with mobile commerce now the dominant channel. While physical stores remain important, especially for older consumers, retailers must embrace mobile, elevate the in-store experience with technology, invest in personalization driven by AI, and perfect the integration across all touchpoints to capture customer loyalty and spend.
What UK fashion shoppers really want in 2025:
Seamless Omnichannel Experience: They expect a smooth and consistent shopping journey across all channels (mobile, desktop, physical stores, social media).
Mobile-First Convenience: Mobile commerce is now the preferred way to browse and buy, so they want retailers to prioritize and optimize their mobile websites and apps.
Personalization: They appreciate and increasingly expect personalized product recommendations and shopping experiences driven by AI and data.
Social Commerce Integration: They want to be able to easily discover and purchase fashion items directly through social media platforms.
Elevated Physical Store Experience: While mobile is dominant, physical stores still matter, especially for trying on items. Shoppers want engaging store environments, reduced queues, and better stock availability.
Convenient Delivery Options: They expect a variety of delivery options and are generally unwilling to pay more than £5 for standard delivery. Younger consumers are more open to paying for faster delivery.
Frictionless Payments: They prefer convenient and secure payment methods like PayPal, and BNPL remains popular among certain age groups.
Overall Integration: They expect real-time stock visibility, click-and-collect options, and personalized app notifications to seamlessly blend the online and offline shopping experiences.
Main Trend:
The Rise of the Mobile-First, Omnichannel Fashion Consumer
Description of the trend (please name it):
The trend can be named "Fashion's Fluid Omnichannel." This trend describes the behavior of modern fashion consumers who seamlessly blend their shopping activities across various online and offline channels, with mobile devices taking a central role in their Browse, purchasing, and engagement with brands. They expect a consistent and convenient experience regardless of how they interact with a retailer.
What is consumer motivation:
Convenience and Efficiency: Mobile shopping offers unparalleled convenience and allows consumers to browse and buy anytime, anywhere.
Information and Research: Consumers use mobile devices to research products, compare prices, and read reviews before making a purchase, regardless of the final channel.
Social Influence and Discovery: Social media on mobile plays a significant role in discovering new fashion items and influencing purchase decisions.
Personalized Experiences: Consumers expect brands to recognize them and offer personalized recommendations and experiences across all touchpoints.
Seamless Transitions: They want to move effortlessly between Browse on their phone, saving items, and potentially purchasing later on a desktop or in-store, or vice versa.
What is driving the trend:
Proliferation of Smartphones: High smartphone ownership and increased comfort with mobile internet usage are driving the shift towards mobile commerce.
Improved Mobile UX: Fashion retailers have invested in enhancing the user experience of their mobile websites and apps, making them more intuitive and user-friendly.
Growth of Social Media Platforms: The increasing influence and direct shopping capabilities of social media platforms are driving social commerce.
Advancements in AI and Personalization Technologies: Retailers are leveraging AI to deliver more relevant and personalized recommendations to consumers.
Consumer Demand for Flexibility: Modern consumers expect flexibility in how they shop, pay, and receive their purchases.
What is motivation beyond the trend:
Beyond the specific trends in fashion retail, the underlying motivation reflects a broader societal shift towards digital-first interactions and the expectation of seamless, personalized, and convenient experiences across all aspects of life, including shopping.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle):
The article refers to UK fashion consumers across different demographics, with specific breakdowns by age:
Age: Ranges from 18-24 (Gen Z) to 55-60 (Baby Boomers), with a significant focus on Millennials (especially older Millennials aged 35-44). The report notes differences in channel preference and satisfaction levels across these age groups.
Gender: Not explicitly specified, but the fashion industry generally caters to both genders. The survey likely included responses from both male and female consumers.
Income: Not directly mentioned, but the fact that the survey covers 2,000 UK consumers suggests a representation across various income levels. The mention of "discerning" spending implies some level of financial awareness.
Lifestyle: These consumers are engaged with fashion to varying degrees. They utilize digital channels for Browse and purchasing, with a strong adoption of mobile. They also value the physical store experience, particularly for trying on items. Convenience and a seamless experience across channels are important aspects of their shopping habits.
Conclusions:
The "Drapers’ Connected Consumer 2025" report concludes that UK fashion consumers are increasingly adopting mobile as their preferred shopping channel while still valuing the physical store experience. They expect seamless integration across all channels, personalized recommendations driven by AI, and convenient delivery and payment options. For fashion brands and retailers to succeed, they must embrace mobile-first strategies, enhance their physical stores with technology, invest in personalization, and perfect the omnichannel journey.
Implications for brands:
Mobile-First Strategy is Non-Negotiable: Fashion brands must prioritize optimizing their mobile websites and apps for Browse, purchasing, and customer service.
Enhance the In-Store Experience with Technology: Integrate technology into physical stores to improve satisfaction, such as digital displays, mobile checkout options, and real-time stock information.
Invest in Personalization Capabilities: Leverage AI and data analytics to offer personalized product recommendations, marketing messages, and shopping experiences across all channels.
Seamless Omnichannel Integration is Crucial: Ensure a consistent and frictionless experience as consumers move between different touchpoints, from social media to physical stores.
Optimize for Social Commerce: Develop strategies to effectively engage with consumers and facilitate direct purchases through social media platforms.
Implication for society:
Further Digitization of Retail: The increasing preference for mobile shopping will likely continue to drive the digitization of the retail industry.
Evolution of Physical Retail Spaces: Physical stores will need to evolve to offer more experiential and tech-enhanced environments to remain relevant.
Implications for consumers:
Increased Convenience and Choice: Consumers will continue to benefit from the convenience of mobile shopping and the wide range of options available across different channels.
More Personalized Shopping Experiences: AI-driven recommendations and personalized offers will become increasingly common.
Higher Expectations for Seamless Experiences: Consumers will expect brands to provide a consistent and effortless shopping journey across all touchpoints.
Implication for Future:
The future of fashion retail will be heavily influenced by mobile technology, AI-powered personalization, and the seamless integration of online and offline experiences. Brands that fail to adapt to these trends risk losing out to competitors who prioritize the connected consumer.
Consumer Trend (name, detailed description):
"The Fluid Fashion Journey": This trend describes how consumers navigate their fashion shopping journey in a non-linear fashion, seamlessly moving between online channels (mobile, desktop, social media) and physical stores, often researching on one platform and purchasing on another, or expecting a consistent experience across all.
Consumer Sub Trend (name, detailed description):
"Socially Inspired Mobile Shopping": This sub-trend highlights the powerful combination of social media influence and mobile commerce, where consumers discover fashion trends and products on social platforms and then readily make purchases through their smartphones.
Big Social Trend (name, detailed description):
"The Ubiquitous Digital Ecosystem": This broader trend reflects the pervasive nature of digital technologies in consumers' lives, where smartphones and online platforms are central to communication, information gathering, and increasingly, all forms of commerce.
Worldwide Social Trend (name, detailed description):
"The Global Rise of Mobile Commerce": The shift towards mobile as the preferred platform for online shopping is a global phenomenon, transforming retail industries worldwide.
Social Drive (name, detailed description):
"Demand for Seamless and Personalized Experiences": Consumers across all sectors are increasingly expecting effortless and tailored experiences that cater to their individual needs and preferences.
Learnings for brands to use in 2025 (bullets, detailed description):
Optimize Everything for Mobile: Ensure your website, app, and all digital content provide a seamless and user-friendly experience on mobile devices.
Integrate Social Media into Your Sales Strategy: Leverage social platforms not just for marketing but also as direct sales channels.
Invest in Personalization Technologies: Implement AI and data analytics to understand customer preferences and deliver tailored recommendations and experiences.
Bridge the Gap Between Online and Offline: Create a truly omnichannel experience with features like click and collect, in-store stock checkers, and consistent branding across all touchpoints.
Prioritize Convenience in Delivery and Payments: Offer a variety of delivery options, including faster services, and ensure a frictionless checkout process with popular payment methods like PayPal.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Adopt a Mobile-First Development Approach: Design and optimize all digital assets primarily for mobile users, ensuring speed, responsiveness, and ease of navigation.
Develop a Comprehensive Social Commerce Strategy: Actively engage with consumers on relevant social media platforms, utilize shoppable posts and live shopping events, and track the impact of social on sales.
Implement AI-Powered Recommendation Engines: Utilize AI to analyze customer data and provide personalized product suggestions across your website, app, and email marketing.
Invest in Omnichannel Technologies and Processes: Implement systems that provide real-time inventory visibility across all channels, enable seamless click and collect, and offer consistent customer service regardless of the point of contact.
Streamline the Checkout and Delivery Process: Offer a variety of delivery options, clear delivery costs, and a smooth and secure checkout experience with preferred payment methods.
Final sentence (key concept) describing main trend from article:
The UK fashion retail landscape in 2025 is dominated by the mobile-first, omnichannel consumer who expects seamless integration, personalization, and convenience across all shopping touchpoints.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, UK fashion brands and retailers need to fully embrace the mobile-first, omnichannel reality by:
Centering their digital strategy around the mobile experience: This means ensuring their mobile websites and apps are fast, intuitive, and provide a seamless journey from Browse to purchase and beyond.
Actively integrating their online and offline channels to create a fluid shopping experience: Implement features like click and collect, in-store returns of online purchases, and consistent customer service across all platforms.
Investing in personalization technologies powered by AI: Utilize customer data to offer relevant product recommendations, tailored marketing messages, and personalized shopping experiences that cater to individual preferences and behaviors.
Final Note:
Core Trend:
"The Dominance of Mobile-Centric Omnichannel Shopping": The UK fashion consumer's journey is now primarily initiated and heavily influenced by mobile devices, requiring a seamless integration with all other shopping channels.
Core Strategy:
"Prioritizing Mobile User Experience and Cross-Channel Integration": Fashion brands and retailers must make mobile their top priority and ensure a frictionless and unified experience for consumers across all online and offline touchpoints.
Core Industry Trend:
"The Transformation of Fashion Retail into a Tech-Driven, Personalized Experience": Technology, particularly mobile, AI, and social media, is fundamentally reshaping how consumers shop for fashion, making personalization and convenience key competitive differentiators.
Core Consumer Motivation:
"Seeking Effortless Convenience and Personalized Engagement Across All Shopping Interactions": UK fashion shoppers are driven by the desire for a smooth, convenient, and tailored shopping experience, regardless of the channel they choose to engage with.
Core Trend Detailed:
"The Rise of the Mobile-First, Omnichannel Fashion Consumer": This core trend signifies a fundamental shift in how UK consumers engage with fashion retail. Mobile devices have become the central hub for their shopping journey, from initial Browse on social media or retailer apps to making purchases and managing their orders. However, this doesn't mean the death of other channels. Instead, consumers expect a seamless and integrated experience across all touchpoints, including desktop websites and physical stores. They want to be able to start their journey on one device, continue on another, and potentially complete it in a physical store, all while receiving a consistent and personalized experience. This trend demands that fashion brands and retailers move beyond thinking in silos and instead prioritize creating a fluid and interconnected omnichannel ecosystem where the mobile experience is the cornerstone.
Comments