Europeans Cut Clothing Spending as 73% Buy Fashion Only on Discount
Updated
Updated · WWD · Jun 15
Europeans Cut Clothing Spending as 73% Buy Fashion Only on Discount
1 articles · Updated · WWD · Jun 15
Summary
73% of European consumers now buy fashion only at a discount, with clothing the weakest spending category in a BCG survey of more than 20,000 people across 11 countries.
56% said they feel bad about the economy—the highest since the survey began in 2024—and 53% worry about daily personal finances, up from 40% in 2024.
Even with a hypothetical income boost of up to 15%, more than half said they would save the money, while travel and dining ranked ahead of fashion for extra spending.
Net spending was positive only for groceries and pet care, largely because of higher prices; in fashion, footwear and casualwear held up better than handbags, accessories and formalwear.
BCG said two years of uncertainty have entrenched value-seeking behavior, with 63% of consumers buying only on discount across categories.