Consumers want fashion retailers to offer more guidance, Asos research finds

Fashion consumers may have more access to trends and products than ever, but new research commissioned by Asos suggests retailers are facing a different challenge of how to help shoppers understand what to do with all that choice.

A survey of 1,952 UK consumers found that 67 percent turn to social media for fashion inspiration, yet 68 percent say these platforms offer inspiration without enough practical guidance. Similarly, 68 percent find it easier to know what to buy than how to wear it.

For fashion retailers, the findings point towards an opportunity to move beyond product-led discovery and provide more styling support. While around 86 percent of consumers said they are more interested in clothes that reflect their personal style than following trends, 64 percent believe fashion currently offers too much choice and not enough guidance.

Such uncertainty can mean a loss in sales, with a third of respondents stating they had abandoned a purchase because they could not picture how they would wear it. Around 46 percent, meanwhile, said helping to integrate new purchases into their existing wardrobe would improve their decision-making, while more than half had bought additional products to complete a look.

Asos is already responding to this shift through outfit-led merchandising, its Buy The Look feature, AI Stylist and Virtual Try-On, alongside more personalised discovery through its Follow Brands functionality.

The e-tailer has also taken this approach beyond its digital channels, using pop-ups, loyalty events and brand activations to intertwine fashion discovery with real-world experiences, as seen in recent events with Dr Martens, Lacoste and Adidas Originals.

In a statement, Vanessa Spence, EVP brand and creative at Asos, said: “What comes through in this research is that people want help understanding what works for them, how to put things together and how to feel great in what they’re wearing.

“Confidence often comes from knowing something feels right for you. That's the opportunity we see. Fashion at its best is about helping people feel like themselves, whether that's discovering something new, finding a fresh way to wear something you already own or feeling confident in what you’ve chosen that day.”

Through Asos’ data, it is clear that retailers need to consider making styling and product guidance part of their propositions, with occasion-based edits, personalised recommendations and practical styling advice among the features that could all help reduce overload and increase confidence to buy.