The Future of Fashion: Key Trends Among Young Consumers

Scrolling for Style: The Power of Social Media

Social media is the top source of fashion inspiration, with 43% of young shoppers turning to platforms like Instagram and TikTok to discover trends. Despite the digital shift, physical stores continue to play a key role, with 40% of youth drawing style inspiration from in-store browsing.

Where youth get inspiration for their fashion purchases:

• Social Media: 43% get inspiration on various social platforms 

• Physical Stores: 40% get ideas from in-store browsing

• Online Retailers: 29% explore e-commerce sites for fashion ideas

• Friends & Family: 28% rely on word-of-mouth recommendations

• Street Style: 28% are influenced by everyday fashion

• Fashion Bloggers & Influencers: 14% turn to trendsetters

• TV Shows & Celebrities: 12% get inspiration from pop culture

• Fashion Magazines: 12% still appreciate traditional media

This multi-channel approach to fashion inspiration means brands must integrate social media engagement with in-store experiences and digital marketing strategies to remain relevant.

The Sustainability Paradox: Awareness vs. Action

While over half of young consumers recognise the fashion industry’s sustainability challenges, only 30% consider sustainability when making actual buying decisions.

The youth responses to the statement ‘The fashion industry has a sustainability problem’ show:

• 27% strongly agree with the statement

• 32% agree with the statement

• 24% are neutral (neither agree nor disagree)

• 4% disagree with the statement

• 1% strongly disagree with the statement

• 12% admit they do not care about it

Interestingly, 66% of youth are willing to pay more for sustainable fashion, with an average premium of 10%. This suggests that while sustainability isn’t the primary purchase driver, brands that emphasise affordability and transparency in their sustainable offerings can bridge the gap between awareness and action.

Affordability Drives Second-Hand Fashion

Young consumers are increasingly embracing second-hand fashion, with 50% incorporating pre-loved items into their wardrobe. However, only 4% buy exclusively second-hand, while 37% prefer new apparel. Notably, younger shoppers (ages 15-19) allocate more of their wardrobe to second-hand pieces - 31%, compared to 27% among those aged 20-27.

Top youth motivations for buying second-hand fashion:

• Cost Savings & Affordability: 53% cite cost savings as the main reason

• Personal Style & Individuality: 37% appreciate unique self-expression

• Unique or Vintage Finds: 32% seek one-of-a-kind pieces

• Quality vs. Fast Fashion: 25% believe second-hand offers better durability

• Sustainability: 24% are motivated by environmental concerns

• Supporting Local Businesses or Charities: 18% find value in helping small businesses or charities

Although sustainability isn’t the primary driver, the combination of affordability and individuality makes second-hand shopping increasingly attractive for young consumers. Brands that position resale options as both cost-effective and eco-friendly could see stronger engagement.

Key Takeaways for Fashion Brands

The youth fashion market in 2025 is defined by convenience, affordability, and a hybrid approach to shopping. While sustainability awareness is growing, a disconnect between concern and behaviour remains. Brands looking to resonate with young consumers must focus on:

• Affordable yet stylish and high-quality products

• Leveraging social media to drive inspiration and engagement

• Providing seamless digital and in-store shopping experiences

• Positioning sustainability as an added value rather than a premium sacrifice

By understanding and adapting to these shifting dynamics, fashion brands can position themselves at the forefront of youth fashion trends in 2025 and beyond.