Generation Z, known for their distinctive tastes and digital-first approach, has shown a predilection for certain fashion stores in the United Kingdom. According to Statista’s report, Primark was the leading fashion store in the UK, based on brand popularity among Generation Z in 2023. The retailer was popular among 61% of internet users, four percentage points more than second-placed H&M.
These unveil the 20 most popular fashion stores that have captivated the hearts and wardrobes of Gen Z in the UK. Here’s a detailed list of the leading fashion stores that have captured the hearts and wardrobes of this young, vibrant demographic.
Gen Z: fashion stores brand usage UK 2023
1. Primark
Popularity: 61%
Primark is the most popular fashion store among Generation Z in the UK. Known for its affordable pricing and trendy collections, Primark’s appeal largely stems from its ability to cater to the fast fashion needs of budget-conscious Gen Z shoppers. With 61% of respondents citing it as their favorite, the retailer’s combination of low prices, high turnover of new items, and vast product range ensures it remains at the forefront of Gen Z’s fashion choices.
2. H&M
Popularity: 57%
Hot on the heels of Primark is H&M, with a significant 57% of respondents identifying it as their go-to store for fashion. H&M’s success can be attributed to its stylish, affordable offerings and its efforts toward sustainability, which resonate well with the environmentally conscious values of Gen Z. The Swedish multinational’s ability to consistently deliver fashionable yet affordable pieces ensures its continued popularity among young shoppers in the UK.
3. Boohoo
Popularity: 42%
Boohoo, with 42% of respondents favoring it, stands out as a favorite among Gen Z for its trendy and edgy styles. The online store’s rapid production cycle and emphasis on staying ahead of fashion trends satisfy the Gen Z demand for new, bold looks at a fast pace. Boohoo’s strong social media presence and influencer collaborations bolster its status among this digitally-savvy cohort.
4. Zara
Popularity: 39%
Zara’s sophisticated, high-street fashion blend with a touch of high-end aesthetics appeals to 39% of Gen Z respondents. The brand’s swift turnaround from catwalk to store shelves aligns with Gen Z’s desire for the latest trends. Zara’s commitment to quality and design innovation makes it a staple in the wardrobes of young fashion enthusiasts.
5. New Look
Popularity: 38%
New Look garners favor with 38% of Gen Z shoppers owing to its wide range of stylish outfits that cater to various tastes and occasions. Its focus on affordability, combined with its chic designs, ensures it remains a popular choice for everyday wear and special occasions alike.
6. TK Maxx
Popularity: 37%
TK Maxx appeals to 37% of respondents for its treasure-hunt shopping experience. This off-price retailer offers branded and designer goods at reduced prices, drawing in Gen Z shoppers who are always looking for a bargain. The ever-changing product selection ensures a unique shopping experience each visit.
7. Next
Popularity: 37%
Next is 37% more popular than TK Maxx, thanks to its comprehensive range of clothing, accessories, and home goods. The brand’s versatile and high-quality options cater to Gen Z consumers' varied and dynamic lifestyles, ensuring it maintains a strong following.
8. George
Popularity: 34%
George, Asda’s clothing label, attracts 34% of Gen Z shoppers with its affordability and convenience. Its availability in supermarkets aligns with young adults' shopping habits, making fashion purchases an easy add-on during routine grocery shopping trips.
9. M&S (Marks & Spencer)
Popularity: 34%
With 34% popularity, Marks & Spencer stands as a trusted brand for Gen Z. Known for its quality and reliability, M&S’s shift towards more fashionable designs in recent years has broadened its appeal among younger consumers looking for style and durability.
10. Debenhams
Popularity: 24%
Despite its recent financial troubles and subsequent closures, Debenhams remains a popular choice for 24% of Gen Z respondents. Its long-standing reputation and diverse offerings across fashion and beauty keep it in the good books of young shoppers.
11. Jack & Jones
Popularity: 23%
Ambitious in style and quality, Jack & Jones is favored by 23% of Gen Z males looking for trendy and well-made menswear. The brand’s emphasis on contemporary designs and robust marketing appeals to this demographic's fashion-conscious male segment.
12. Hollister
Popularity: 23%
Appealing to 23% of Gen Z, Hollister’s embodiment of laid-back, Californian style resonates well with those looking for casual, yet fashionable attire. Its marketing strategy, often centered around youth culture and lifestyle, helps maintain its popularity.
13. John Lewis
Popularity: 22%
John Lewis, known for its quality and reliability, secures the loyalty of 22% of Gen Z shoppers. The brand’s recent efforts to refresh its fashion offerings and cater to younger tastes while maintaining its commitment to quality have paid dividends.
14. Matalan
Popularity: 22%
Matching John Lewis at 22%, Matalan’s appeal comes from its affordable pricing and wide selection, which cater to the needs of young families and individuals alike. The brand’s accessible fashion ensures it remains a favorite among cost-conscious Gen Z shoppers.
15. Mango
Popularity: 22%
Mango’s chic, Mediterranean-inspired designs attract 22% of Gen Z shoppers. The brand’s focus on stylish, sophisticated, and sustainable fashion resonates strongly with young consumers looking for trendy yet environmentally-friendly options.
16. USC
Popularity: 20%
USC’s street-style and sportswear collections appeal to 20% of Gen Z respondents. Its emphasis on urban fashion and collaboration with popular streetwear brands make it a go-to for trendy, city-dwelling youth.
17. Fashion Nova
Popularity: 20%
Fashion Nova, known for its celebrity endorsements and body-positive designs, captures the interest of 20% of Gen Z females. The brand’s trendy, affordable, and size-inclusive collections ensure it remains a favorite among young women.
18. Weird Fish
Popularity: 19%
Weird Fish, with 19% popularity, offers casual, quirky, and comfortable clothing that attracts Gen Z consumers looking for unique and relaxed styles. The brand’s strong identity and emphasis on comfort set it apart.
19. Gap
Popularity: 18%
Gap’s classic, American casual wear appeals to 18% of Gen Z shoppers. Known for its iconic basics and sustainable practices, Gap continues to draw in young consumers who value timeless fashion and environmental consciousness.
20. Abercrombie & Fitch
Popularity: 16%
Abercrombie & Fitch, with its reinvigorated image and trendy designs, attract 16% of Gen Z shoppers. The brand’s shift from its previous image to a more inclusive, modern approach has resonated well with today’s## Abercrombie & Fitch (continued) 16% of Generation Z in the UK have a preference for Abercrombie & Fitch, captivated by the brand’s refreshed image and fashion-forward collections.
I Do Not Like Any of These Brands
Popularity: 2%
Interestingly, 2% of respondents indicated they do not favor any listed brands. This highlights a segment of the Gen Z population seeking more niche or lesser-known brands or perhaps shops primarily through second-hand and sustainable fashion avenues.
