UK consumers’ fashion style is influenced by where they live, new research shows


Nearly half of the British population (43%) say that where they live impacts the styling choices they make and fashion trends they follow, with as many as a third of young people (18-24) confident they could pinpoint where someone is from, based solely on their wardrobe choices. 

Revealed by online personalised styling service, Stitch Fix, to determine whether style preferences vary between counties throughout the UK, the fashion-tech company has unveiled new data showing that how Brits dress is hugely influenced by where they live.

Using sophisticated algorithms in an interactive experience called, “Style Shuffle,” which has gleaned over 30 million unique data points on British style preferences, Stitch Fix has been able to identify patterns in hundreds of thousands of style choices across the nation and identified clear trends emerging from the most popular items for women and men in each UK county.

Rich Simmons, lead stylist at Stitch Fix UK, comments: “How we dress is a statement about who we are as people, and it’s fascinating to see that our style is influenced not just by celebrities and social media, but by those living in close proximity. We’re seeing micro cultures of fashion emerging in ways that haven’t previously been identified. As a company fuelled by style and data, it’s incredibly interesting for us to see these county-specific nuances come to light – we love playing a part in the style journeys of our customers.” 

The study of Stitch Fix data revealed that women in Lancashire favour distressed denim and faux fur, whilst in Devon, beach-friendly, pastel paisley prints are the order of the day for women, whilst Devonshire fellas prefer a colour palette of country greens and browns. In the West Midlands, females are opting for flamboyant florals whereas both men and women living in Newcastle exclusively opt for athleisure. Interestingly, Yorkshiremen have a clear love for dark checked and corduroy shirts in deep blues and Burgundy, whilst men in Oxfordshire can’t get enough of a salmon polo shirt teamed with chinos, living up to their scholastic and refined reputation.

Delving deeper into the regional intricacies of British style, Stitch Fix partnered with YouGov to survey the nation, discovering some key stats on the influences of the way Brits dress.

  • 43% of the country cited Londoners as the easiest to identify, with 39% labelling them ‘hipsters’
  • 46% of Brits confirm that the wardrobes of people in reality TV series such as Made In Chelsea, The Only Way Is Essex and Geordie Shore impacts their perception of how people in those areas dress 
  • Young people appear to be the most influenced by location, with 25% of 18-24 year olds admitting they change their style based on where they’re headed out
  • The research and the data is also important when it comes to social interactions, as a whopping 40% of us assess someone based on the clothes they wear
  • Nailing that first date outfit might be more important than we think, as 47% of 25-34-year-olds confess that a person’s fashion sense truly does influence whether they swipe left or right

Simon Leesley, managing director of Stitch Fix in the UK, comments: This is the first time we’ve used Style Shuffle to better understand regional trends and we saw some very distinct style preferences. The combination of data and humans is so essential at Stitch Fix. A customer might not know how influenced they are by their location, but our data helps our stylists deeply understand not just what our customers want, but what they might love to discover.”  

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