UK consumers are increasingly taking a more strategic approach to fashion purchases, prioritising durability and long-term value over impulse buying, according to new research commissioned by payments network Affirm.
The study found that seven in 10 (70%) UK adults consider “cost-per-wear” when shopping for clothing, while almost half (44%) say they plan purchases carefully to avoid impulse buys.
Younger consumers appear to be driving the shift. Nearly four in five (79%) shoppers aged 25–34 say they consider cost-per-wear when buying clothes, while 36% prioritise quality of materials and craftsmanship ahead of upfront cost.
The findings point to growing demand for what some are calling “investment wardrobes” - purchases focused on longer-lasting, higher-quality garments rather than fast fashion trends.
Flexible payment options also play a role in enabling these purchases. The research found that 19% of UK consumers use flexible payment options to plan higher-value purchases, rising to 27% among 25–34-year-olds.
Payment options at checkout are also becoming an important factor in where consumers choose to shop. Around 40% of shoppers say they are willing to shop around depending on the payment options available, suggesting flexible payments are emerging as a competitive differentiator for retailers.
Industry data from UK Finance indicates that fashion remains one of the largest categories within the buy now, pay later (BNPL) market, accounting for 46% of purchases through BNPL products.
As consumers become more deliberate about their fashion spending, retailers offering flexible payment options could benefit from stronger customer loyalty.
The survey found 25% of consumers perceive brands offering flexible payment options as more convenient, while 23% say they would be more likely to shop with those brands again.
Among younger shoppers the impact is even more pronounced. Almost 30% of consumers aged 25–34 say they would be more likely to shop again with a brand that offers flexible payment options, while 22% say a lack of payment choice at checkout would negatively affect their perception of a brand.
Ruth Spratt, UK country manager at Affirm, said: “We’re seeing a real shift in how people think about fashion. Instead of chasing trends, UK shoppers are increasingly focusing more on cost-per-wear, sustainability and long-term value, not just the price on a label.
"As people continue to move towards forever fashion, flexible and transparent payment options can give consumers the confidence to invest in pieces they truly love, while staying in control of their finances.”
