Saturday, 29 October 2022

A Gen Z Habit: the Cost of Trend Z

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Gen Z could be the most conscious generation ever met so far but zoomers like to spend more than others, maybe too much. Is all that glitters gold?

New research reveals that Gen Z is spending £574 per year buying the latest fashion trends with the most desired items and the biggest unfashionable regrets.

The study, by leading UK savings site,, examined the attitudes and spending behaviours of Brit zoomers aiming to remain permanently fashionable. From micro sunnies to leather trousers: the chicest fashion trends capturing the hearts and wallets of the Nation are targeted by Gen Z.

Gen Z, Trends And Spending Habits: The Research

With 93% of 18-24-year-olds shopping the latest trends within the last year, new data reveals that Gen Z represents the biggest group of fashion victims, spending a whopping £574 each year on current fashion fads.

The study by trusted savings site,, analysed the Nation’s attitudes and spending behaviours when it comes to staying ahead of the curve, and it also reveals Brits’ biggest fashion faux pas and their most valuable pieces.

It finds that Gen Zers have the highest trend spend of all generations, spending 74% more each year on trending items than the average Brit (£330 per year).

Gen Z's Fashion Faves

Looking at the currently trending items among Gen Z, the data shows Crocs and, despite the often hefty price tag, designer bags such as the Gucci Marmont are now all the rage. Once ranked by New York Magazine as one of the ugliest shoes, Crocs are coveted by over a third (38%) of 18-24-year-olds who have already bought a pair or plan on doing so soon. The chunky slip-on shoes are out-ranked only by the Gucci Marmont handbag which is a top trending item (43%) with its retail price tag of £875.

Gen Z's Most Coveted Fashion Trends and Pieces


Fashion item  

Percentage of Gen-Z Brits (%) 


Designer bags e.g. Gucci Marmont  






Combat trousers  



Oversized or undersized sunglasses 



Leather trousers 



Gen Z's Fashion Fails

Unfortunately, some fashion trends do not always hit the spot. Looking at the nation as a whole, over half (52%) of UK shoppers admit to committing fashion faux pas and regret some of their trend-led purchases. Taking the top place on the list of Brits’ biggest fashion regrets is the bomber jacket (11%). Following closely behind is the noughties favourite, the skinny jean (10%) which, in 2022, has been cast off in favour of baggier denim looks.

Brits’ most common fashion regrets


Fashion item  

Percentage of Brits that regret purchasing that item (%) 


Bomber jackets 



Skinny jeans 


= 3 

Bootcut trousers/jeans and ballet flats 





= 6 

Ugg boots, cowboy boots, combat trousers, Aztec print clothing and crop tops  



Fashion Longevity

The data also shows that, while the average person holds onto and wears an item of clothing for over five years, Brits waste £175 each year on looks they will not get much wear out of.

However, there are a few key items that Brits treasure above all else. The Levi 501s prove to be the timeless piece for excellence, with 17% saying the jeans stay hung up in their closets longer than any other item of clothing. Levi's classics are followed by Barbour jackets, Pandora bracelets and Nike Air Force 1s.

Fashion items with the most longevity according to Brits


Fashion item  

Percentage of Brits (%) 


Levi’s 501s 


= 2 

Barbour jacket, Pandora bracelet and Nike Air Force 1s 



Converse high-tops 


= 6 

Adidas Stan Smiths, Nike Jordans and Tiffany necklace 



Chanel handbag 



Anita Naik, Savings Expert at, commented the research: “the use of social media and consumption of online content, particularly in the fashion world, has meant that trend cycles have become faster than ever. Our data shows Brits, and Gen Z in particular, certainly enjoy shopping the latest trends, but just a few of these items hold their value, with fashion lovers willing to keep hold of them for longer than a season.

Whether you’re looking to stay up-to-date with the latest trends or hoping to buy more timeless pieces, there are lots of ways to save and make your money go further. Shopping around for the cheapest price is the best way to make sure you’re not paying over the odds for your coveted fashion pieces. is a trusted saving site, and all of our codes are hand-tested to ensure you get the deal you’re promised from a wide range of UK retailers.”

Have you ever regretted jumping onto a big trend? Join in the conversation.

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