UK consumers find “getting dressed difficult”, according to new ASOS research.

The study, which surveyed nearly 2000 UK adults, highlighted that there is a growing gap between finding fashion and feeling confident in what to wear.

The digital retailer points out that consumers have access to “endless” inspiration when it comes to fashion but many are are looking for advice on how to turn that inspiration into outfits or personal style.

It highlighted that 67 per cent of consumers get their inspiration from social media, but 68 per cent also report that social platforms provide inspiration without guidance.

Around 68 per cent of those surveyed said knowing what to buy is easier than knowing how to wear it.

ASOS found 86 per cent of respondents are more interested in purchasing clothes that reflect their sense of style than following trends. However, half of shoppers said that developing their own sense of style has become harder.

The retailer also found 69 per cent of consumers found shopping for clothes overwhelming and around 64 per cent believe that the fashion industry offers too many options and not enough guidance.

Vanessa Spence, EVP brand and creative at ASOS, said: “We’ve never had more inspiration at our fingertips. Our feeds are full of products, trends, and things we love. But liking something and knowing how to wear it are often two very different things.

This new research backs up previous findings, which highlighted that 28 per cent of consumers want trend-focused fashion inspiration.

According to the firm, the results “suggest consumers are looking less for what’s new and more for what’s right for them”. It highlighted that 91 per cent of consumers feel confidence is more important than following trends and 92 per cent report feeling good about themselves when they are wearing the right outfit.

It also showed that 33 per cent of consumers abandoned a purchase as they didn’t know how they would wear an item, and 45 per cent have bought something without knowing what to wear with it.

It showcases that 46 per cent on consumers think advice on integrating new purchases into their wardrobe would help them make better fashion decisions

Spence added: “What comes through in this research is that people want help understanding what works for them, how to put things together and how to feel great in what they’re wearing, Confidence often comes from knowing something feels right for you.

“That’s the opportunity we see. Fashion at its best is about helping people feel like themselves, whether that’s discovering something new, finding a fresh way to wear something you already own or feeling confident in what you’ve chosen that day.”

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