Biannual Fashion and Beauty Trend Report

Autumn / Winter Trends in the United Kingdom

Welcome to the UK section of the Global Trend Report, where we take a closer look at what Brits are shopping for this
Autumn / Winter

Who is the UK Clearpay Customer?

At 1 million and growing, British consumers make up the largest return shoppers in the UK over the past six months. They prefer to shop in the evening around 8 pm via their mobile device, with the majority using their debit card to make purchases. Beauty, fitness and casual fashion top their list this season, checking out with an average of three items per category.

What cities are they shopping from?

London
Manchester
Glasgow
Birmingham
Liverpool

What are they buying?

Their favorite beauty products are those with a famous face behind them, they can’t resist the latest sneakers and they’re stocking up on florals.

What's cool for Autumn?

The loungewear trend of spring and summer has begun to taper off in exchange for pieces that can make the transition from home to office or sofa to home-office set up. And while the all-natural makeup look still reigns supreme, makeup lovers are beginning to rediscover old products in new ways - think less eye makeup, and more makeup centered around skincare.

According to our data, consumers are also beginning to invest more in haircare, as people begin to incorporate transformative hair products into their routines. It’s sure to be a season of new beginnings.

The Top 3 Prints

As 90s nostalgia grows in popularity both in popular culture and via social media trends, it is no surprise that butterfly emblems have made a huge comeback. The UK and its young designers have also displayed a move away from basic colours and blocking and are utilising expressive abstract prints to dress up their look.

The Top 3 Hues

Tonal oatmeal and navy make for the perfect backdrop to hinge abstract prints together. These calming colours are contrasted by a sharp rise in the popularity of berry-coloured pieces. A colour viewed as a grown-up Millennial pink, perfect for Autumn.

The Hottest Brands & Retailers

Beauty, fitness and casual fashion are holding strong for UK shoppers. Below is a snapshot on which brands hold top spots with Clearpay users this Autumn.

The IT List

It’s no surprise to see fragrance topping the list. According to Clearpay’s consumer psychologist, Shakaila Forbes-Bell, consumers are looking for ways to transport themselves and scent is a great vehicle to do that. More on our it list below.

View all
01

Armani My Way Fragrance Sample 1.2ml

02

Nike Air Force 1 Low Junior

03

High Waisted Jeggings

04

MAC Fix+ Magic Radiance Sample

05

PUMA Core Leggings

06

Plus Distressed Skinny Jeans

07

Philip Kingsley Scalp Shampoo for
Flaky and Itchy Scalp 15ml (Free Gift)

08

Plus Woman Script Embroidered Slogan Hoody

09

DHC Double Cleanse Deep Cleansing Oil and
Face Wash Kit (Free Gift)

10

Crew Neck Cardigan

Style By City

The UK has shown an overwhelming preference for casual comfort and transitional items over fashion pieces. Where the Northern cities are purchasing key streetwear items, like trainers and sweatshirts in droves, Southern buyers have focused more on casual outwear to see them through to the Winter.

Sweatshirt

Glasgow

The Beauty Update

Now that these have been established, sales have sparked around haircare and beauty basics.

Hair Treatment
Shampoo + Conditioner
Foundation
Serum
Lipstick

The Accessories Update

The UK’s requirement to wear masks in all shops, bars and restaurants has resulted in a spike in fashion-masks, as shoppers utilse this new accessory to show off their individual style. As the new season arrives, there is also a heightened appetite for belts to cinch waists that have whittled due to lockdown workouts.

Face Masks
Rings
Belt
Scarf

TOP SILHOUETTES:

Jackets

With UK customers expecting to be home a bit more this season, they are embracing a more casual aesthetic for Winter, with the more everyday styles and shapes taking precedence over smarter, formal options.

Tailored
Parka
Windbreaker
Puffer
Bomber

TOP SILHOUETTES:

Footwear

Fashion led footwear has seen an overwhelming spike after the comfort of lockdown, with 1960’s-style patent boots being a firm favourite with buyers alongside smart/casual flatforms.

Heeled
Patent Leather
Flatform

TOP SILHOUETTES:

Jumpers & Knits

Knitwear silhouettes are predominantly all in a pullover style, with cardigans and zip-ups becoming less popular as the UK consumer looks to style their outfit easily and quickly without layering underneath.

Turtle Neck
Cropped
Oversized
Ruffle

What's Next?