Nina Jobst
Research expert covering South Korea
Generation Z fashion market in the UK - statistics & facts
Generation Z is the generation born between the mid to late nineties and the early 2010s, making members of Gen Z roughly 28 years and younger. This means that the Gen Z make up some of the youngest consumers in the apparel market, with more to join as they enter more independent stages of life. In 2023, there were approximately 13.2 million people belonging to Generation Z in the United Kingdom.
Overall, the apparel market in the UK was estimated to generate revenues of approximately 66.8 billion British pounds in 2024. This was forecast to steadily increase over the following years, reaching a forecast revenue of 79 billion pounds in 2029. People in Great Britain aged 18 to 24 were generally favorable towards clothing retailers.
Despite being the youngest group of adult consumers, British Gen Z shoppers have already proven themselves to be exceptionally smart and tech-savvy. Raised in the digital age, they navigate online platforms with ease, utilizing their knowledge and available tools to make informed fashion choices. Their strong awareness of value, sustainability, and trends empowers them to shop not only with style, but also with intention.
Where do Gen Z buy their fashion?
According to a 2024 survey, one of the most well-known apparel retailers among Zoomers was H&M, recognized by nearly 90 percent of internet users. Primark followed in second place. In terms of popularity, however, both stores shared the top spot with a 58 percent share. When choosing their workout gear, Gen Z turned to Nike, with nearly 70 percent of consumers having owned an item of clothing from the brand.How much money and time do Gen Z spend on fashion?
As Gen Z enter the workforce, build their careers and, most importantly, earn their own money, they have to be smart regarding what they spend it on. In the United Kingdom, about one-fifth of young consumers spent between 50 and 100 euros (or about 42 to 84 British pounds) per item of clothing in 2024. In favor of the convenience and flexibility of shopping online, over 40 percent of British Zoomers prefer this method as opposed to buying their clothes in-store.Despite being the youngest group of adult consumers, British Gen Z shoppers have already proven themselves to be exceptionally smart and tech-savvy. Raised in the digital age, they navigate online platforms with ease, utilizing their knowledge and available tools to make informed fashion choices. Their strong awareness of value, sustainability, and trends empowers them to shop not only with style, but also with intention.
