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HomeINDUSTRY INSIGHTAfterpay reveals latest consumer behaviour and fashion retail trends in global report

Afterpay reveals latest consumer behaviour and fashion retail trends in global report

The Afterpay Bi-Annual Fashion Trends Report analyses data from almost ten million active Afterpay customers globally based on their purchasing data in the fashion and beauty categories across Afterpay’s catalogue of 55,000+ brands and retailers.

Afterpay has today released its Afterpay Bi-Annual Global Fashion Trends Report, revealing the items and looks that will be most coveted in New Zealand this summer.

With Millennials and Gen Zs making up three quarters (72%) of Afterpay’s customers globally and 3.3 million customers in ANZ alone, the report, which is based on purchase data, is a definitive guide to the global fashion and beauty landscape through the lens of its most powerful demographics.

Australians and Kiwis are the most active shoppers within Afterpay’s global audience. Purchase data shows that the average age of shoppers in New Zealand is 33, they prefer shopping around lunchtime, and have an affinity for activewear. The top shoppers in the country are mainly located in the North Island; Auckland Hamilton, Wellington and Tauranga, however Cantabrians have also proven to be top shoppers, with Christchurch making an appearance on the list.

The report findings:

  • The polarising cow print is back, including on shoes and clutches.
  • Block colours are in, and blues and oranges are set to be big this summer.
  • Long-sleeved swimwear pieces are making a resurgence, as are Brazilian-style bikinis.
  • Bucket hats continue to have a place on heads this summer, as well as rings, headwear and bracelets.
  • Comfortable slides, sneakers, sandals and sling-backs are in; heels are out.

    Purchase data from Afterpay has also found the top trending items that Kiwis are loving at the moment. The Two Faced ‘Better Than Sex Mascara’ and Mecca’s ‘To Save Face SPF50+ Superscreen’ from Mecca Cosmetica, alongside cult-favourite The Ordinary’s Hyluronic Acid 2% + B5 and its Squalane Cleansers from Adore Beauty top the skincare and beauty lists.

    Kiwis are big fans of a wardrobe basic, with the ‘Absent Basic Hoodie’ from Hallenstein Brothers and the ‘Logo Cotton Crew Tee’ and ‘Logo Fleece Sweater’ from THE ICONIC frequenting the list of top clothing  items. Glassons’ ‘Destroyed Super High Stretch Skinny Jean’ is proving that distressed denim is still a must-have in shopping carts and last but certainly not least, Kiwis are continuing to take precautions with their health and safety, with Cotton On & Co’s ‘Foundation Face Masks’ topping the list of trending items in the country.

    Shakaila Forbes-Bell, fashion psychologist, who is an expert on the application of psychological theories and practices to various aspects of the fashion industry, was asked to comment on these trends and why they emerged for Kiwi fashion shoppers this year: “with consumer behaviour changing in a big way this year, I’m excited to be sharing my insights into the trends uncovered by the Afterpay Bi-Annual Global Fashion Trends Report that Kiwis will be seeing this summer.

    “COVID-19 has changed the way we shop and never before in our lifetime have we experienced something which has shaped behaviour across the globe in near-identical fashion. Although we’re physically apart, in many ways we’re closer than ever, so naturally it’s expected that we’ll also see similarities in the way we shop, which has been reflected in the data.

    “In particular, the streetwear sector has pervaded the fashion industry since the 90s but the last few years have seen athleisure become a staple in wardrobes. New Zealanders were already championing a relaxation of dress codes pre-COVID-19 and the pandemic has simply exacerbated this trend and we can especially see this with Kiwis choosing comfortable shoes over heels.

    “The finding that cow print is one of the most popular prints among Kiwis is also incredibly interesting. Now that the nation is easing back into a regular way of life, it supports the idea that shoppers are embracing expressive styles as a way to have fun and escape the realities of the past few months.”

    Rachel Kelly, EVP ANZ Sales and Global Instore at Afterpay says “At 3.3 million strong, Australians and Kiwis are the most active shoppers globally within Afterpay, so they’re in a unique position to give insights into the fashion trends set to take us through to next year. We hope this report will help customers plan their fashion purchases for the warmer months so they have the financial freedom to go after the fashion pieces they love.”

    New Zealanders’ tendency to shop online has grown significantly by 200% from May 2019 to May 2020 as social distancing protocols and lock-downs were enforced in response to the pandemic. The Afterpay Bi-Annual Global Fashion Trends Report, alongside Afterpay’s commitment to empowering customers to remain in control of their finances, will guide Kiwis on the key trends to invest in so they can make responsible purchasing decisions.

The full report can be read here: afterpayfashionbeautyreport.com.

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