With 93 per cent of 18-24-year-olds shopping the latest trends within the last year, new data reveals Gen-Z are the biggest fashion victims, spending a whopping £574 each year on current fashion fads.
The study by VoucherCodes analysed the nation’s attitudes and spending behaviours when it comes to staying ahead of the curve, and also reveals Brits’ biggest fashion faux pas and their most valuable pieces. It finds that Gen-Zers have the highest trend spend of all generations, spending 74 per cent more each year on trending items than the average Brit (£330 per year).
Looking at the current trending items among Gen-Z, the data shows Crocs and, despite the often hefty price tag, designer bags such as the Gucci Marmont are now all the rage. Once ranked by New York Magazine as one of the ugliest shoes, Crocs are coveted by over a third (38 per cent) of 18-24-year-olds who have already bought a pair or plan on doing so soon. The chunky slip-ons are out-ranked only by the Gucci Marmont handbag, which retails for £875 and is the top trending item (43 per cent).
Gen-Z’s most coveted fashion trends
| Rank | Fashion item | Percentage of Gen-Z Brits (%) |
| 1 | Designer bags e.g. Gucci Marmont | 43 per cent |
| 2 | Crocs | 38 per cent |
| 3 | Combat trousers | 37 per cent |
| 4 | Oversized or undersized sunglasses | 33 per cent |
| 5 | Leather trousers | 31 per cent |
While some trends take the fashion world by storm, others don’t always hit the spot. Looking at the nation as a whole, over half (52 per cent) of UK shoppers admit to committing fashion faux pas and regret some of their trend-led purchases. Taking top place on the list of Brits’ biggest fashion regrets is the bomber jacket (11 per cent). Following closely behind is noughties favourite, the skinny jean (10 per cent) which, in 2022, has been cast off in favour of baggier denim looks.
Brits’ most common fashion regrets
| Rank | Fashion item | Percentage of Brits that regret purchasing that item (%) |
| 1 | Bomber jackets | 11 per cent |
| 2 | Skinny jeans | 10 per cent |
| = 3 | Bootcut trousers/jeans and ballet flats | 9 per cent |
| 5 | Crocs | 8 per cent |
| = 6 | Ugg boots, cowboy boots, combat trousers, Aztec print clothing and crop tops | 7 per cent |
The data also shows that, while the average person holds onto and wears an item of clothing for over five years, Brits waste £175 each year on looks they won’t get much wear out of. However, there are a few key items that Brits treasure above all else. The Levi 501s prove to be the most timeless piece, with 17 per cent saying the jeans stay hung up in their closets longer than any other item of clothing. This is followed by Barbour jackets, Pandora bracelets and Nike Air Force 1s.
Fashion items with the most longevity according to Brits
| Rank | Fashion item | Percentage of Brits (%) |
| 1 | Levi’s 501s | 17 per cent |
| = 2 | Barbour jacket, Pandora bracelet and Nike Air Force 1s | 15 per cent |
| 5 | Converse high-tops | 14 per cent |
| = 6 | Adidas Stan Smiths, Nike Jordans and Tiffany necklace | 13 per cent |
| 9 | Chanel handbag | 12 per cent |
Anita Naik at VoucherCodes commented: “The use of social media and consumption of online content, particularly in the fashion world, has meant that trend cycles have become faster than ever. Our data shows Brits, and Gen Z in particular, certainly enjoy shopping the latest trends, but just a few of these items hold their value, with fashion lovers willing to keep hold of them for longer than a season.
“Whether you’re looking to stay up-to-date with the latest trends or hoping to buy more timeless pieces, there are lots of ways to save and make your money go further. Shopping around for the cheapest price is the best way to make sure you’re not paying over the odds for your coveted fashion pieces.”
Share