The UK ban on social media access for under-16s is expected to come into force in spring 2027.

But it could prove problematic for many fast-fashion brands.

Sharon Iles, senior apparel analyst at GlobalData, comments: “Social media platform such as TikTok and Instagram have sped up the cycle between trend discovery and purchase, benefiting online fast fashion brands such as Shein, Temu and Cider most. Without those platforms, the trend cycles and their adoption among those under-16s are likely to slow heavily. For brands and retailers such as Shein, which operate primarily by releasing constant small batches of new products, this slowing cycle among young teen shoppers will be at odds with their business model, potentially leading to excess stock and the need to discount already low prices. However, these brands have time to react and adjust their assortments prior to the ban taking place.”

Brands with less reliance on social media visibility for youth acquisition are better positioned to absorb the change.

"Primark, for instance, drives footfall through its in-store experience and low-priced product ranges rather than paid or organic social media promotion, and Next reaches young shoppers through family connections as well as its app and loyalty ecosystem. Both carry lower exposure to this disruption than pure social-media-driven competitors," Iles said.

“For fast fashion retailers in the UK, the ban arrives on top of existing pressures, such as a weakened consumer appetite due to financial concerns, increasing production costs and compressed margins due to the conflict in the Middle East and its impact on oil and energy prices and higher tariffs. Beyond fashion, the ban is also expected to have some impact on other highly trend-led categories among young teens, such as health and beauty.”

In its most recent update, the British Retail Consortium (BRC) and KPMG said for May, total UK retail sales grew 3.7% year on year, outpacing both the 1.0% growth in the same period last year and the 12-month average of 2.0%. But Helen Dickinson, chief executive of the BRC, said: "Household finances remain under pressure, consumer confidence is still fragile, and many retailers continue to face rising costs.”