Spring/Summer trends in the uk

spring 2020

spring trends in the uk

Welcome to the United Kingdom section of the Global Trend Report, where we take a closer look at what Brits are shopping for this spring.

who is the uk

clearpay consumer?

The British contingent is the newest audience (Afterpay Limited launched as Clearpay in the United Kingdom in 2019) and now encompasses over 800,000 users. Their average age is early thirties, they like to shop after dinner (9pm is the most popular time) and they’re the most likely to shop on a mobile device.

where are they

shopping from?


And What Are They Buying?

British customers are buying almost five items each time they shop for clothing (far more than Americans and Australians). More specifically, they’re investing in new denim: Over a third of the top ten items purchased were jeans.


Even before the arrival of coronavirus, the Spring runways favoured a new nonchalance, one seen in flowing silhouettes and a suiting dress code so relaxed it included shorts. It’s a dress code perfect for the many Brits now working from home and relying on easy-to-wear pieces that promise both comfort and sophistication. According to the data, sneakers, casual leggings, easy denim and barely-there make up (lipstick didn’t even make the top five) were among the top UK shopping trends. It’s a season of effortless chic, driven both by the fashion mood and societal changes.

The Top 3 Prints

In a city filled with heritage brands, it’s no surprise that logo prints are topping the list. Glance at the runways, and you’ll find coloured stripes in the top collections (most notably at Marc Jacobs). And is there any print more iconically British than a check?




The New Hues

Much like Americans, UK shoppers are having a blue moment (we’ll credit that largely to Pantone who predicted the trend). Gold was the accent hue of the fashion season (seen everywhere from Prada to Celine) and an early hit with customers.




The Hottest Brands & Retailers

ASOS. In March, ASOS announced it achieved a 30% reduction in operational carbon emission since 2015 through the implementation of its Carbon 2020 strategy. With sustainability top of mind with consumers, it’s no surprise that they are a crowd favourite.


JD Sports. As of September 2019, JD Sports had doubled its revenues in the previous six months. Credit its success to full-price positioning, ability to pivot and react to consumer trends and a strong marketing strategy that includes buzzy collaborations.


Marks & Spencer. In addition to selling everything from produce to women’s dresses, Marks & Spencer is the nation’s largest bra retailer. It recently introduced a digital bra-fit tool intended to enhance customer experience as part of an increased focus on technology and a plan to acquire and utilize more customer data.


boohoo. A favourite among the Millennial and Gen Z cohorts, boohoo continues to make its mark as one of retail’s biggest winners in the UK. They saw a blockbuster sale period during the Christmas shopping season, which now gives them a net worth nearly £4 billion.


Urban Outfitters. According to its latest earnings report, total retail sales increased 3.5% year over year to 1.17 billion dollars. The brand just debuted a Sustainably Beauty shop, filled with products like a zero-waste eyeshadow palette and a body wash packaged in recycled ocean plastic.


Anthropologie. Anthropolgie’s collaboration with L.A.-based designer Clare Vivier just hit stores, a home collection filled with colourful nods to Picasso and Vivier’s time spent in France.


My Protein. The sports nutrition brand made news in March when it debuted the first clear plant-based protein shake—a move right in line with the growing demand for vegan products.


Alya Skin. In November, the Australian beauty brand launched a new foaming micellar cleanser for $19.99. Within an hour of hitting the website, Alya Skin had sold $25,000 in cleanser inventory.


The It List:
The Season’s Hottest Pieces

The It List:

The Season’s Hottest Pieces

Spring’s most-purchased product is referred to as the “best-ever” fit jean. The Ivy Skinny Jeans from Marks & Spencer sold out immediately after launching last year: Over 700 women who reviewed them online, 74% said they would recommend them to a friend.

The It List:
The Season’s Hottest Pieces

Spring’s second most-purchased product has only been on the market since mid-February. With thousands of articles, social posts and videos teasing its release, the success of Nike’s newest Air Jordan is a testament to the power of good buzz.


Ivy Skinny Jeans
Mark & Spencer


Core Leggings


Nike Air Force 1Low
Nike Mens


Illamasqua Angled Eyeliner Brush Look Fantastic


Batwing Sleeve Peplum Top
Boohoo Plus


High Rise Mom Jeans
Boohoo Petite


Originals Los Angeles


Lace Trim V Neck Cold Shoulder Top Boohoo Plus


Logo Leggings


Double Breasted Trench Coat
Marks & Spencer

Style by city

Differences in climate and style play a role in determining what people are buying and from where. Fashion-savvy customers in London are spending their money on the season’s It denim silhouette, the high-waisted jean, while those in Nottingham are stocking up on classic tees. Sneakers are the most popular purchase in Belfast, Liverpool and Manchester. In Birmingham, shoppers are showing a surprising affinity for fishnets.

Style By Day Of The Week

As they look forward to the weekend, the data suggests customers are more in the mood to shop for denim than they might be the day prior—when they’re shopping for sneakers.




Beauty Tools





the top 5 in the uk:

The Top Beauty Buys

When it comes to beauty purchases, UK shoppers are prioritising their tools over the beauty products themselves. Kits came in second (also popular with Americans), followed by foundation and hydrators. Who doesn’t want dewy skin while video chatting anyway?






the top 5 in the uk:

The Top Jeans Silhouettes

Brits are buying more pairs of jeans than any other customer base. They overwhelmingly prefer the classic skinny, followed by a lineup of the season’s trending silhouettes: the ultra high rise, the baggy mom jean style and the cool-again distressed.


High rise

mom jeans


straight leg