the 2020 global

Fashion AND Beauty Trend Report

Welcome to the first instalment of Clearpay’s biannual global trend report

Here, we’ve aggregated recent purchases made by our global customer base of 8.4 million, across our catalogue of 48,800+ 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 categorised as Millennials and Gen Z.

Just over 65% of our global consumers are Millennial 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.

On average, they're in their early 30's, prefer to shop around lunchtime (1pm is the most popular time across all timezones) and can be found in the world’s major (and most expensive) cities.

In fact, the large majority of them are located in the United States, which represents Clearpay’s largest active customer base at 4.4 million. They’re also heavily influenced by social media.

The Top Global Cities

Clearpay Customers Are Shopping From:

Melbourne

Los Angeles

Chicago

Brooklyn, NY

Houston

London

Philadelphia

Auckland

San Antonio

New York City

how are they spending?

This is a financially savvy generation who wants more control over its money, shops from its phones and spends the most money on accessories.

They Prefer Debit To Credit

Nearly 90% of global Clearpay payments were made with a debit card. Citing fear of debt, the vast majority of Millennials and Gen Z that we spoke with sought to avoid credit cards.

54
%

Are scared of taking on too much debt with a credit card

48
%

Say they are scared of buying things with credit

90
%

Avoid credit cards out of choice

GEN Z OUTPACES MILLENNIALS WHEN IT COMES TO SHOPPING PURCHASES BETWEEN $100-$500

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Budgeting Is Big.

The percentage of those who actively manage their money ranges from 33% in the US to a whopping 90% in the UK. And it’s working—95% of global Clearpay users never pay more than the listed price of the product due to on-time payments, enjoying a free service.

It’s also worth noting that the majority of Clearpay customers live in cities with high costs of living, places where the Clearpay concept is an effective way to help them manage their money and spend responsibly.

In the US, 33% of Millennials use a budgeting tool to keep track of finances


In Australia and New Zealand, 67% use a budget


In the UK, 90% of Millennials actively manage their money

Millennials and Gen Z are Avid Fashion & Beauty Enthusiasts

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Clearpay Customers Return Less

The total global value of merchandise being returned is approaching $3 trillion this year - a challenge for retailers. Additionally, returns generate 18 billion kgs of waste and 112 millions tons of CO2. Clearpay has the lowest return rate among all payment types for fashion (4-6ppts lower than debit and credit cards), because Clearpay is a budgeting tool that attracts customers who are committed to their purchases.

They Shop On The Go

It’s no secret that Millennials and Gen Z are the most digitally savvy of any generation today—and the most attached to their phones. Unsurprisingly, they’re making more purchases on mobile than they are any other device.

64
%

Mobile Device

21
%

Desktop

15
%

iPad

ADD TO CART

They’re Shopping Every Few Months.

More than 65% of Clearpay’s global customers made at least two purchases in the past six months. What that return traffic tells us is that the Clearpay concept is resonating and consumers are coming to rely on it to budget.

ADD TO CART

On average, they’re purchasing 3 items each time they check out.

The number of fashion items purchased in a single transaction was the highest, followed by beauty and then accessories. Good news for brands: Consumers who check out with Clearpay (and pay less up front) are increasingly likely to purchase more in one transaction.

the top

Global Trends

Despite differences in time zones, seasons, style and culture, there are plenty of similarities when it comes to what customers in Australia and New Zealand, the United States and the United Kingdom are shopping. From neutral hues to maxi dresses, here’s a look at what Millennials and Gen Z around the world are buying.

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Millennials & Gen Z Discover New Brands To Love

Global trend / insight 1

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The It List:

The Season's Hottest Pieces

These days, younger customers are buying more than products—they’re buying into a lifestyle. And so it comes as no surprise that the top-selling global product is one with a beauty influencer’s name attached to it.

Anastasia Beverly Hills’s Nicole Guerriero Glow Kit tops a list that includes other buzzy, cult-brand items such as Nike’s Air Jordan Retro 3 and Air VaporMax Plus, and the Mini Flyliner Longwear Liquid Eyeliner from Rihanna’s Fenty Beauty.

the top 5

Product Categories

With people spending more time indoors and in isolation globally, there is proof that the casual dress code isn’t showing any signs of stopping, T-shirts outrank dresses in top product categories purchased according to sales volume data.

T-SHIRts

dresses

tops

jeans

shoes

the top 5

Shoe Shapes

Footwear is having a major moment both pre and post-quarantine. Ask any fashion insider and they’ll tell you the ‘90s-era mule is the shoe of the moment (Rihanna and Hailey Bieber, who have been spotted wearing them, would likely agree.) Surprised to see loafers on the list? They were all over the spring runway at Prada. And it’s no surprise to see sneakers topping the list with fitness being a major focus for consumers globally.

sandals

sneakers

mules

clogs

loafers

the top 5

Handbag Silhouettes

Day clutches have surged in popularity ever since blockbuster brand Bottega Veneta debuted its instantly covetable Pouch bag last spring. An immediate social media hit, it inspired a trend set to continue into the next season and well beyond.

clutches

shopper totes

backpacks

hobos

bumbags

Shades of the Season

Neutrals are hands down the sleeper-hit hues of the season, seen all over Instagram during February’s Fashion Month. Customers are copying the look—and when in the mood for a pop of color, they’re going for blue, pink or orange.

blue

pink

orange

Top Sources That Are Trustworthy To Influence A Purchase

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Global Trend / Insight 6 cons ectetuer adipisc.

The Most Popular Silhouettes

Covering up is definitely the new cool as maxi dresses are having a moment. Need proof? There was not one short hemline at Gucci’s Spring ‘20 show, and at Valentino, over half of the 80 looks were long. Meanwhile, when it comes to their denim this season, women prefer the classic skinny shape.