Stat: Fashion brands maintain consumer loyalty despite spending decline

UK – New research from Centra reveals that consumer loyalty to fashion brands remains strong, even as spending decreases amid ongoing economic challenges. Despite 64% of people in the UK buying fewer fashion, apparel and lifestyle products due to the prolonged cost of living crisis, many continue to engage with their favourite brands in other ways.

The survey of 1,000 UK consumers highlights that more than half (55%) of shoppers interact with the fashion brands they love, even if they are not currently making purchases. This ongoing engagement takes the form of browsing new products, consuming brand content and staying connected through social media, with a view to maintaining a relationship with brands and buying from them when their financial situation improves.

Moreover, while a quarter of respondents are opting for pre-loved or second-hand items, and another quarter are choosing lower-cost alternatives to refresh their wardrobes, 23% remain loyal to their favourite labels despite reduced spending. This loyalty is even more pronounced among Millennials, with nearly 29% continuing to prioritise their preferred brands. This research evidences our findings in Luxury States: New Codes of Luxury 2024–2025, in which we explore how companies are establishing themselves as cultural corner-stones customers want to engage with – whether or not they are making a purchase.