The UK fashion retail market has continued to grow, reaching £67 billion in 2024, despite economic challenges such as the cost-of-living crisis. Across all areas—children's, men's, and women's clothing—sales are rising, with women's clothing leading the way.
Many consumers, especially younger generations, are making conscious fashion choices, embracing second-hand clothing, and looking for versatile outfits. Nearly a third of shoppers resell clothes on vintage marketplaces, showing that second-hand fashion is helping the industry grow.
Beyond changing shopping habits, gender-fluid fashion is becoming more popular. With 50% of Gen Z consumers buying clothes outside traditional gender categories, brands must rethink their designs, marketing, and customer experience.
Fashion and outdoor advertising
Fashion-conscious consumers respond well to outdoor advertising, making it an effective way for brands to engage with them. People who follow fashion trends are often out and about, seeing billboard adverts and digital screens that catch their attention.
Seeing fashion ads in public spaces helps people imagine themselves wearing a particular outfit. This ‘process of visualisation’ is especially important for OOH advertising. Seeing aspirational fashion imagery allows individuals to mentally transport themselves into a different setting, imagining how they would feel wearing a specific outfit in a particular moment. Large billboard ads make this even more effective. Dr Albers, a Social Psychologist specialising in Retail Therapy explains, "Shopping helps us picture positive experiences, and visualising them reduces anxiety."
Outdoor advertising influences shoppers in several ways:
- 67% are more likely to visit a store after seeing an advert.
- 44% are more likely to talk about a product after seeing an advert.
- 40% say outdoor adverts improve their opinion of a brand.
- 18% have made a mobile purchase after seeing an outdoor advert.
Billboard advertising in the UK is a key tool for fashion brands. Whether promoting the latest collections or embracing digital screens for eye-catching content, billboard ads are hard to miss. Knowing the cost of billboard advertising helps brands plan their budgets, while targeted billboard advertising ensures their message reaches the right audience.
Fashion, social life, and going out
Fashion and nightlife go together. People who love fashion often enjoy social activities, like going to pubs, restaurants, and events. This influences their shopping habits:
- 47% of consumers buy new outfits for special occasions.
- Those who follow fashion trends are 156% more likely to enjoy a night out.
- 1 in 4 fashion-conscious shoppers say advertising influences their choices.
Fashion is also a major topic of conversation. Friends often discuss what they buy, both in person and online. Shoppers are 62% more likely to talk about a product after seeing an outdoor advert, proving the importance of word-of-mouth marketing. This often occurs during social interactions, considering they are 156% more likely to enjoy a night at the pub.
Conclusion
The UK fashion market is growing and changing. Second-hand shopping, gender-fluid fashion, and conscious buying choices are shaping the industry. At the same time, outdoor advertising is a powerful way to connect with fashion-conscious consumers and influence their choices.
Alight offers brands a range of advertising options, from digital billboards and bus shelters in 195 towns to full- motion ads in nearly 700 pubs and bars across the UK via MiXR, our digital retail network. These locations provide high visibility, ensuring fashion brands reach their target audience effectively.
As fashion continues to reflect identity and lifestyle, brands must understand their customers and reach them in the right places. Outdoor advertising is a great way to do this, keeping fashion brands visible and relevant. Reach out to us to find out how we can help your brand reach the masses: Alight Media | Contact
Sources:
- TGI Kantar
- Statista
- ClevelandClinic
- Mintel
- McKinsey