More consumers are considering the ‘cost-per-wear’ of an item when shopping these days in a move away from impulse spending, new research has found.
According to data from payments network Affirm, around 70% of UK adults look to invest in more durable clothing and consider the ‘cost-per-wear’ when shopping.
Almost half (44%) say they plan purchases carefully to avoid impulse buying.
This is particularly prevalent among younger shoppers, where 79% of 25-to-34-year-olds consider the cost per wear when buying clothes.
Over a third (36%) prioritise quality of materials and craftsmanship ahead of the upfront cost.
The research found that almost one in five UK adults (19%) use flexible payment options to plan higher-value purchases, and this rises to almost a third (27%) among 25-to-34-year-olds.
Affirm UK country manager Ruth Spratt 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.”
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