A 62% majority of UK shoppers are prioritising comfort when shopping for new clothes, compared to just 16% who choose clothing based on how fashionable it is.

That’s according to new research carried out by Censuswide, which surveyed 2,002 adult (16+) consumers in the UK between 22-24 April 2024, on behalf of value fashion retailer, Damart.

Price and quality of clothing were ranked as second and third priorities, at 57% and 31% respectively, as shoppers move away from the ever-evolving trend cycle.

However, the research showed that priorities vary greatly among age demographics, with almost a third (31%) of 16-24 year-olds prioritising how fashionable clothing is when they buy, followed by 26% of those aged 25-34, and 18% of those aged 35-44. That compares to just 7% of those aged 55+.

Almost three quarters (73%) of those aged 55+ said comfort was their biggest priority, followed by those aged 45-54 (62%), and then those aged 35-44 (61%). Perhaps surprisingly, a still considerable 45% of 16-24 year-olds said the same.

Damart’s message is that prioritising comfortable, easy to wear clothes doesn’t mean customers have to miss out on dressing in a stylish way.

Alyson Taggart, Director of Product and Publications at Damart, said: “We’re immensely proud to offer dedicated product ranges that allow our customers to feel comfortable, without having to compromise on style. We are constantly seeking out new ways to evolve our expertise, offering solutions to consumers which meet their needs.

“We know that our customers expect timeless, high quality pieces, from unique Thermolactyl to cooling Climatyl and beyond. Our ranges are designed with all-year round comfort and style in mind, striking that all important balance between the two to help customers feel like the best and most confident versions of themselves.”