Students poised to splash £1.2bn on fashion brands

Almost all (99%) UK students that plan to spend big on clothing, footwear, and accessories in the coming months, representing a market worth £1.2bn, with the demographic set to buy more items than any other generation.

That is according to the latest Fashion Report from student specialist Unidays, the network that enables students and graduates to discover savings, which adds that brands must tap into students’ specific needs and motivations to unlock spending and loyalty both online and in-store.

Despite Gen Z’s reputation as the digital-first generation, the survey of 1,600 UK students found they would rather browse physical stores than online sites across the majority of fashion categories.

Underpinning this preference is a desire to try-before-you-buy (73%), discovering new trends and products (66%), instant access to items (61%), accessing different stores in one place (54%), being able to shop with friends (48%), grabbing a meal or drink at the same time (44%), and incorporating other activities like cinema trips (26%).

Still, the vast majority indicated they could be lured toward digital experiences by persuasive incentives like a 15-20% online discount (82%), free delivery (77%) and next-day delivery (46%). To a lesser extent, strategies such as a 5-10% online discount (25%), same-day delivery (23%), and virtual try-on features (9%) are also indicated.

The report further underscores the pivotal role of advertising in physical spaces, online, and across social media sites like Instagram and TikTok for brand discovery, providing a wealth of opportunities for effective marketing strategies.

For example, professional ads still influence 47% of Gen Z when searching online, more than any other factor or generation, underscoring the continued relevance of professional advertising in reaching and engaging young consumers.

Unidays fashion category lead Gonzaga Alonso said: “We know Gen Z has clear motivators like instant gratification, an appetite for discovery, individualism, and sociability. But our research shows the importance of other factors, like price point, discounts, tailored offers, availability, personalised content, and a consistent presence in their chosen spaces as ways to connect with young consumers.

“There’s a huge opportunity for brands to engage with students in the physical and digital world, but it’s by understanding and fulfilling young people’s demand for consistent and seamless experiences that holds the key to unlocking their spending power and their loyalty.”