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Almost two thirds (64%) of consumers say they think the fashion industry offers too many options, but not enough styling guidance on how to wear them and what to wear them with.
That’s according to new research carried out on behalf of ASOS, surveying almost 2,000 UK consumers, which revealed that a further 68% say knowing what to buy is easier than knowing how to wear it.
The research explored attitudes towards fashion inspiration, shopping behaviour, personal style, confidence and fashion decision-making.
It found that consumers are finding fashion inspiration more easily than ever before, but many still struggle to translate it into outfits they feel confident wearing to express their personal style.
Consumers are increasingly focused on finding what works for them, as opposed to what’s trending. Indeed, the study found that 86% of consumers are more interested in clothes that reflect their personal style than in following trends, yet half (50%) say developing their own sense of style has become more difficult.
While two thirds of consumers (67%) get fashion inspiration from social media, almost the same proportion (68%) say social platforms provide inspiration without enough practical guidance.
Other key findings include:
- 39% of respondents cite friends and family as a source of fashion inspiration, compared with 22% who look to celebrities.
- 31% draw inspiration from street style and everyday people.
- 53% say complete outfit inspiration would help them make better fashion decisions.
- 46% want help integrating new purchases into their existing wardrobe.
- 37% want retailers to simplify product choices and “reduce overwhelm”.
- 79% believe fashion is ultimately about confidence rather than trends.
Vanessa Spence, EVP Brand & Creative at ASOS, said: “We’ve never had more inspiration at our fingertips. Our feeds are full of products, trends and things we love. But liking something and knowing how to wear it are often two very different things.
“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.”
The latest findings are reinforced by previous ASOS consumer research, which found that only 28% of consumers want trend-focused fashion inspiration, compared with 46% who want styles relevant to their personal taste.
The research also reveals a strong connection between getting dressed and feeling good, with more than nine in ten consumers (91%) saying confidence is more important than following trends.
Meanwhile, 92% say they feel good about themselves when wearing the right outfit, and 91% say the right outfit helps them make a strong first impression.
The findings suggest consumers increasingly see fashion as a tool for confidence, self-expression and “showing up as the best version of themselves”, rather than simply keeping up with trends.
However, the impact extends beyond confidence and self-expression, as one third of consumers (33%) say they have abandoned a purchase because they couldn’t picture how they would wear it.
Meanwhile, 45% have bought something without knowing what to wear it with, while nearly four in ten (39%) have bought clothes they rarely wore because they struggled to style them. More than half (55%) say they have bought additional items to complete a look.
The challenge doesn’t stop at the point of purchase, as nearly half of consumers (46%) say help integrating new purchases into their existing wardrobe would help them make better fashion decisions.
The findings suggest consumers are struggling less with finding products and more with understanding how those products fit into their wardrobe, lifestyle and the occasions they are shopping for.
Acting on the research findings, ASOS is now offering outfit-led shopping experiences to help customers discover complete looks rather than individual products through outfit-led merchandising, styling-focused product presentation and features such as ‘Buy The Look’.
It has also introduced AI Stylist, giving customers personalised outfit inspiration and styling advice based on their tastes, helping them discover new looks while finding more ways to wear the pieces they already love.
Developing its ‘Virtual Try-On’ tool is also now helping customers move from inspiration to purchase with greater confidence by making it easier to visualise how products could work for them before they buy.
Additionally, ASOS is now offering fashion expertise and advice through its ASOS Magazine and expert contributors, bringing together influential voices from fashion, beauty and culture to give customers inspiration, styling ideas and a deeper understanding of the people, creativity and trends shaping modern style.
The research was conducted by ASOS in partnership with Attest among 1,952 UK consumers between July and August 2026. Respondents were recruited to be nationally representative across age, gender and geography.