Australian Gen Zs and Millennials purchase five fashion items on average at checkout, according to new research from Afterpay.
The buy now pay later platform has released its Bi-Annual Global Fashion Trends Report which delves into the purchasing behaviours of Millennials and Gen Zs.
These demographics make up three quarters (72%) of Afterpay’s customers globally and 3.3 million customers in ANZ alone.
Afterpay EVP ANZ sales and global instore Rachel Kelly said that Australian consumers are able to give unique insights into the trends to come.
"Australians 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," she said.
First examining buying behaviour, the research found that 78% of Aussie Afterpay users shop from a mobile device, compared to 84% in the US and 93% in the UK.
The report also found that lunchtime is the most popular buying time and that Aussies buy more fashion items at checkout, purchasing five items on average (compared to four items in the US and three items in the UK).
Unsurprisingly, the report found that comfort styles including activewear and loungewear pieces were the most popular purchases for Australians, with face masks taking out the number one spot.
The reasons why consumers are buying has also changed, with the research finding that 50% of customers cite 'looking good for myself' as the most important factor for making a purchase right now, propelling skincare and beauty purchases into the top 10.
According to the research, the top retailers Aussie consumers are buying from are The Iconic, Adore Beauty, Mimco, Country Road, Myer, Sephora and Echt.
When it comes to the trends, the report revealed that cow print is making a name for itself this summer as the must-have print, attracting celebrity fans including Beyonce and Katy Perry.
The research also found that long-sleeved swimwear pieces will be key this season, helping consumers stay fashionable and protected from the sun.
Also in the realm of sun-protection x fashion is the bucket hat, which is set to remain a key accessory for Gen Z and Millennials this season.
Rings, jewellery, headwear and bracelets are also a focus too as shoppers look for simple ways to dress up outfits.
When it comes to shoes, Afterpay's data indicates that comfort styles aren't going anywhere, with heels out and flats in. Slides, sneakers, sandals and slingbacks will also be key for consumers this summer.
Fashion psychologist Shakaila Forbes-Bell said that the data backs up the way Australians have been shopping during the pandemic.
"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.
"Australians 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 Aussies choosing comfortable shoes over heels.
"The finding that cow print is one of the most popular prints among Aussies 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," she said.