// Birmingham consumers spend more than any other UK city on their clothes, according to research from Chums
// Men in Birmingham also spend more – especially on jewellery – than women in Birmingham
// Cardiff men and Belfast women spend the least on their outfits in the whole of the UK
A new survey has found that Birmingham consumers spend more on their clothes than any other UK city dwellers.
The research, carried out by mail order and online fashion retailer Chums, also found that men in Birmingham not only spend more than women in the same city, they also spend more on jewellery than anyone else in the UK.
Chums surveyed respondents from 10 different cities and found that men in Birmingham spend an average of £99 on an item of jewellery, while for women, it was just £19.
In terms of jewellery sales in Birmingham – a city famous for its Jewellery Quarter heritage – men were well above the average for the rest of the UK too, which worked out at £19.
Trainers were equally the priciest item of clothing men paid out for in Birmingham at £99, paying less than half for occasion shoes (£39) and work shoes (£19).
Birmingham men also spent the most on a full outfit, which included a t-shirt, jumper, jeans, trainers, underwear, a bag and jewellery and came in at an average of £343.
Meanwhile, women in Birmingham spent significantly less with an average of just £223 for a full outfit.
In second place was Nottingham with the average full outfit spend – equally for both men and women – coming in at £243.
On the other end of the scale, it was found the Cardiff men spent the least on their outfits at just £193 each, while for women it was the city of Belfast at £213.