Photo by Antony Trivet

Trend Z: 18-24-year-olds spend £574 a year on the latest fashion trends

Trend Z: 18-24-year-olds spend £574 a year on buying the latest fashion trends

From micro sunnies to leather trousers: the chicest fashion trends capturing the hearts and wallets of the nation   

  • Gen Z spends the highest amount per year on trending fashion at 74% higher than the national average (£330) 
  • Controversial Crocs and designer bags like the Gucci Marmont are most coveted by Gen-Z  
  • Bomber jackets top the list of Brits’ biggest fashion regrets (11%)  
  • A timeless classic, Levi 501s, is the item that’s most likely to be hung up in the nation’s closets the longest 

With 93% of 18-24-year-olds shopping the latest trends within the last year, new data reveals Gen-Z are the biggest fashion victims, spending a whopping £574 each year on current fashion fads1

The study by trusted savings site,, analysed the nation’s attitudes and spending behaviours when it comes to staying ahead of the curve, and 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).  

Looking at the current 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 shoes2, 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-ons are out-ranked only by the Gucci Marmont handbag, which retails for £875 and is the top trending item (43%). 

Photo by Godisable Jacob
Rank Fashion item  Percentage of Gen-Z Brits (%) 
1 Designer bags e.g. Gucci Marmont  43% 
2 Crocs 38% 
3 Combat trousers  37% 
4 Oversized or undersized sunglasses 33% 
5 Leather trousers 31% 

While some trends take the fashion world by storm, others don’t 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.  

Photo by irem

Brits’ most common fashion regrets  

Rank Fashion item  Percentage of Brits that regret purchasing that item (%) 
1 Bomber jackets 11% 
2 Skinny jeans 10% 
= 3 Bootcut trousers/jeans and ballet flats 9% 
5 Crocs 8% 
= 6 Ugg boots, cowboy boots, combat trousers, Aztec print clothing and crop tops  7% 

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 won’t 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 most timeless piece, with 17% saying the jeans stay hung up in their closets longer than any other item of clothing. This is followed by Barbour jackets, Pandora bracelets and Nike Air Force 1s. 

Image by Kai from Pixabay

Fashion items with the most longevity according to Brits  

Rank Fashion item  Percentage of Brits (%) 
1 Levi’s 501s 17% 
= 2 Barbour jacket, Pandora bracelet and Nike Air Force 1s 15% 
5 Converse high-tops 14% 
= 6 Adidas Stan Smiths, Nike Jordans and Tiffany necklace 13% 
9 Chanel handbag 12% 

Anita Naik, the Savings Expert at, commented: “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.” 

Footer Banner