UK shoppers are adopting a more measured approach to clothing purchases, weighing durability and long-term value ahead of impulse buys, according to research commissioned by Affirm.
The study finds that around seven in 10 adults now take “cost-per-wear” into account when shopping for garments, and roughly 44 per cent say they plan purchases to avoid spur-of-the-moment spending, a shift that retailers are watching closely.
The movement is being led by younger buyers. Affirm’s data shows nearly 79 per cent of 25–34-year-olds consider cost-per-wear when choosing clothes, and a substantial share within that cohort prioritise material quality and craftsmanship over the lowest upfront price, signalling a tilt toward fewer, higher-quality purchases.
Industry observers are describing this behaviour as a turn toward “investment wardrobes”, curated sets of longer-lasting pieces bought for value over time rather than trend-driven disposables.
Ruth Spratt, UK country manager at Affirm, said: “We’re seeing a real shift in how people think about fashion. Instead of chasing trends, UK shoppers are increasingly focusing more on cost-per-wear, sustainability and long-term value, not just the price on a label.”
Flexible payment options are surfacing as an enabler of that shift. Affirm’s research indicates about one in five UK consumers use flexible payments to plan higher-value clothing purchases, rising to more than a quarter among 25–34-year-olds, and many shoppers report they will choose where to shop based on the payment methods on offer.
The growing prominence of buy-now-pay-later and instalment services in fashion checkouts is reflected in industry figures, which point to fashion as a major BNPL category and suggest these payment choices can drive loyalty.
A notable minority of shoppers say brands offering flexible payment are more convenient and increase their likelihood of repeat purchases.
Retailers targeting consumers seeking investment-grade pieces are responding with a range of finance options designed for higher-value sales.
Payments providers and merchant advisers are promoting interest-free instalments and tailored split-payment products as ways to make premium garments more accessible without undermining cashflow, a strategy being adopted by both luxury and contemporary brands.
Broader economic signals help explain the zeitgeist. Reports from ecommerce and retail analysts show shoppers are trimming discretionary spending in some categories, while reallocating budgets to purposeful buys, and research into shopper motivations suggests cost and practicality outweigh ethical considerations for many consumers.
Together these forces are encouraging a market where longevity, transparent pricing and checkout flexibility intersect to reshape how the UK buys clothing.
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