A new study reveals that consumers don't want new products but styling advice But the ASOS-commissioned research even shows that 67% of consumers still draw inspiration from social media for their outfits
According to new research by ASOS, the British fashion ecommerce platform, conducted with Attest and based on 1,952 individuals, 64% of consumers believe the fashion industry now offers too many options and too little advice on how to put them together. The study reveals that 68% of respondents admit they find it easier to choose what to buy than to figure out how to wear it.
Overwhelmed by inspirational photos on Pinterest and Instagram, in 2026 consumers can no longer take control of their own wardrobe. Could this be why we're starting to dream of an AI-powered styling app capable of quickly telling us how to put our clothes together?
@sannaandclothes How to not dress boring part ten #stylewithme #howtostyleoutfits #uniqueoutfits #uniquefashion #creatorsearchinsights original sound - Sannz
According to the ASOS and Attest research, 67% of consumers draw inspiration from social media when getting dressed, even though 68% believe the platforms offer good ideas but not enough practical guidance. It seems we're faced with a market paradox: people want to find pieces that reflect their personal taste (86%), and 50% of respondents find it difficult to develop their own style identity, yet they keep seeking inspiration within the algorithm's repetitive loop.
On a positive note, the study shows that celebrities and influencers are "losing their grip" on fashion. 39% of ASOS respondents say they draw inspiration from friends and family, and 31% from people they see on the street, demonstrating the growing importance consumers are placing on functional, realistic fashion.
This subtle shift in shopping attitudes is already reshaping the fashion retail market, the study continues: one in three consumers has abandoned a purchase because they couldn't picture how to wear it; 45% of respondents have bought something without knowing what to pair it with, and 55% have purchased additional items just to complete a look.
ASOS and other ecommerce platforms have recently introduced new tools to meet consumer needs, such as the AI Stylist and Virtual Try On, making the online shopping experience increasingly personalised. But it's possible that before long, physical stores will also take notice of this demand, bringing stylists and personal shoppers into their spaces to help consumers find the right combinations for their new purchases.