40% of consumers purchase new clothing every few months and roughly 20% buy new clothes every month, while another 20% buy new clothes every few weeks. The most popular reason to purchase new clothes was to improve your wardrobe with 68% of respondents selecting that option. Other popular reasons were to replace worn out clothes and “to make myself feel good”. Interestingly, over half of respondent choose the latter option.
T-shirts, sweaters and hoodies were by far the most frequency purchased items of clothing, with 55% of respondent position it as the most frequently purchased. Underwear and socks were also frequent purchases, with 20% of respondents saying it was the most frequent item. The items were least frequently purchased was jackets and coats, with 42.02% ranking those items at the bottom.
Influence and trends
The largest influence on clothing decisions according to our panel was necessity, that is the functional decision of the individual. Some 62.56% of respondents ranked necessity as the top influence. Traditional media had the lowest influence, with 44.22% ranking it last.
Only 11% of respondents ranked fashion trends as the most influential factor in what they wear. Fashion trends are constantly changing and we wanted to see how much the regular consumer kept up. Similar portions of our panel selected the options “extremely aware” or “not aware at all”, with 12% of respondents each. Most respondents (38.59%) were “quite aware”, followed closely by 36.96% of respondents saying they were “slightly aware”.