The Clearpay Bi-Annual Global

Fashion & Beauty
Trend Report

Welcome to Clearpay’s Bi-Annual Global Trend Report

Here we have aggregated recent purchases made by our global customer base of over 13 million, across our catalog of 74,000+ brands and retailers, to identify the season’s key trends and shopping patterns.

What sets our report apart is our use of actual, up-to-the-moment customer purchase data, coupled with the fact that an overwhelming majority of Clearpay users are categorized as Millennials and Gen Z.

This is not a wide-spectrum forecast.

Rather, we are uniquely positioned to present a definitive guide to the global fashion and beauty landscape through the lens of how the world’s highest-value and most powerful demographic is spending its money.

The effects of COVID-19

As we know, the shift to e-commerce has accelerated at its fastest ever rate in 2020. By May, it was up 70% year-over-year and had reached $82.5 billion in the US alone. In the last few months, people who have never shopped online had no choice but to do so. People who already shopped online either expanded the categories they purchased across, or the frequency at which they were transacting.

What is clear is customers were and are still purchasing - but what they’re purchasing has changed. Purchasing behavior reflects the shift in the external environment. Categories such as beauty, fitness, and home decor grew in demand. People also showed support for small and local businesses.

A look at the Global Clearpay Consumer

Clearpay Customer Profiles

Afterpay Profile: Emma

The US Customer

Emma is a Millennial from Los Angeles, but since last season has been living in various Airbnbs with her fiancé as she’s working remotely.

Emma likes to shop in the morning on her mobile device and spends on average $150 per transaction.

Since the onset of COVID-19 she has been focused on three areas of her financial footprint: spending at local businesses, buying out of necessity, and saving more.

What has helped Emma and her fiancé achieve financial wellness during this time is keeping track of their finances, purchasing items on sale, and budgeting. Since last season, she has really doubled down on installment payments to help her achieve these financial goals, along with paying off debt and loans. 

When it comes to fashion, she has been more likely to choose comfort over fashion, and it appears this trend will continue following the pandemic. However, she is starting to look for transitional fashion pieces as lockdowns lift.  

What incentivizes Emma to make these purchases are merchants that offer flexible installment payments. 

Emma purchases beauty and fashion items not only to look good for herself, but to also make life feel normal and for social media. 

Afterpay Profile: Amelia

The UK Customer

Amelia is 33 years old and lives in London with her two flatmates. She is paid monthly, so being on top of her budget is very important to her.

Amelia likes to shop in the evening after dinner on her mobile device, and buys more than three items at checkout.

What matters most to Amelia when she shops is that she is supporting local businesses. Since COVID-19 started she has been avoiding credit products with interest, and has been keeping a closer track of her finances by budgeting.

While Amelia’s spend on travel is significantly down, she has been investing in key spring / summer fashion pieces for when lockdown lifts. In preparation for this, she is much less likely to choose comfort over fashion following the pandemic and is more open to purchasing high-priced fashion items.

Being a Millennial, Amelia recognises the importance of instalment payments and looks for this option at checkout. 

During COVID-19, Amelia has been purchasing fashion and beauty items, so she can look good for herself and also to help normalise this uncertain time.

Afterpay Profile: Charlotte

The ANZ Customer

Charlotte from Sydney is 35 and has two kids with her husband Dave. She is responsible for managing the family budget.

Charlotte likes to shop at lunchtime on her mobile device and spends on average $150 per transaction.

Quality over quantity is important to Charlotte, when shopping. While she is spending more than she was last season, she is making an investment in the success of small businesses.

While keeping track of her finance and budgeting is still important, Charlotte understands the role installment payments can make in helping her achieve this. Charlotte loves Afterpay as it allows her to better manage her money by linking her account to her debit card and splitting the price tag into four installments.

When Charlotte does shop for herself she invests in her appearance, as she knows when she looks and feels good she is the best version of herself.

Clearpay Customer Profiles

Afterpay Profile: Emma

The US Customer

Emma is from Los Angeles, is 34 years old and lives with her fiancé. They co-manage their budget together.

Emma likes to shop in the morning on her mobile device and spends on average $150 per fashion transaction.

Since the onset of COVID-19 they have been focused on three areas of their financial footprint: spending at local businesses, buying out of necessity, and saving more.

What has helped Emma and her fiancé achieve financial wellness during this time is keeping track of their finances, purchasing items on sale, and budgeting.

While Emma’s spending on travel has certainly decreased, she has been spending more on hobbies, crafts and entertainment to keep busy at home.

What incentivizes Emma to make these purchases are merchants that offer flexible installment payments.

While purchasing beauty and fashion items as gifts is important to Emma, she prioritizes purchases that make her look and feel good, so she can feel more like her normal self.

Afterpay Profile: Amelia

The UK Customer

Amelia is 33 years old and lives in London with her two flatmates. She is paid monthly, so being on top of her budget is very important to her.

Amelia likes to shop in the evening after dinner on her mobile device, and buys approximately three items at checkout.

What matters most to Amelia when she shops is that she is supporting her local businesses. Since COVID-19 started she has been avoiding credit products with interest, and has been keeping closer track of her finances by budgeting.

While Amelia’s spend on travel is significantly down, she has been investing more on home decor in order to make her flat feel like her sanctuary.

Being a Millennial, Amelia recognizes the importance of instalment payments and looks for this option at checkout.

During COVID-19, Amelia has been purchasing fashion and beauty items, both so she can look good for herself and also to help normalise this uncertain time.

Afterpay Profile: Charlotte

The ANZ Customer

Charlotte from Sydney is 35 and has two kids with her husband Dave. She is responsible for managing the family budget.

Charlotte likes to shop at lunchtime on her mobile device and spends on average $150 per transaction.

Quality over quantity is important to Charlotte, when shopping, particularly since the onset of COVID-19. Charlotte has also been more cognisant of saving and supporting local businesses in the past few months.

Charlotte has been much more aware of tracking her finances, budgeting and purchasing items at sales since COVID-19 began. Charlotte loves Afterpay as it allows her to better manage her money by linking her account to her debit card and splitting the price tag into instalments.

Charlotte has been spending less on travel given the current restrictions, so instead, has been investing more on activities that she and her husband can do at home with the kids. She’s purchased supplies for gardening, arts & crafts, and games & entertainment.

When Charlotte does shop for herself she invests in her appearance, as she knows when she looks and feels good she is the best version of herself.

Top Global Cities

Clearpay Customers Are Shopping From:

Manchester

Brooklyn

Sydney

Los Angeles

Melbourne

London

Brisbane

Chicago

Birmingham (UK)

Houston

Top Global Cities

Clearpay Customers Are Shopping From:

Manchester

Brooklyn

Sydney

Los Angeles

Melbourne

London

Brisbane

Chicago

Birmingham (UK)

Houston

How are customers shopping in the current landscape?

Since last season, keeping track of finances, budgeting, and purchasing items on sale have become more important to shoppers. While they are spending more this season, they are  making an investment in local businesses and higher quality items. 

3 in 5

3 in 5 global customers are more likely to buy items to support local businesses

45%

Over 45% of global customers are more likely to save vs. spending 

50%

Quality over quantity: Nearly 50% of global shoppers are more likely to buy high quality items

12%

Clearpay customers are 12% more likely to support Black and minority owned businesses

Compared to the average shopper.

90%

Nearly 90% of Clearpay’s global customers pay with a debit card.

Using their own money is important to them. 

As we look ahead, shoppers will look to purchase pieces that make them feel hopeful and happy. Items that make people feel special will be the trend over the next several months. It’s going to be all about what makes you feel like the best version of you.

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