In-store shopping reigns supreme for Gen Z, new data reveals

Gen Z may be fashion’s most self-assured generation, but they’re still loyal to the in-store experience, according to a new UK-wide shopping report commissioned by Cheshire Oaks Designer Outlet to mark its 30th anniversary.

The survey reveals a growing self-assurance in personal style among younger shoppers, with 18-24 year-olds giving themselves an average score of 7 out of 10 for fashion confidence. In contrast, the national average sat at just 5 out of 10, and the over-65s rated themselves the lowest at 4 out of 10.

Geographically, Manchester topped the charts for fashion confidence, with residents most likely to rate themselves as a nine or ten - beating out other self-assured cities including London and Brighton.

According to the report, Brits believe they’ve found their personal style by age 25, suggesting that today’s younger shoppers may continue to drive bolder and more expressive trends in the years ahead.

Social media continues to dominate as a source of style inspiration, with 25% of those asked citing platforms like Instagram and TikTok as their primary influence when updating their wardrobes.

Despite the digital age of e-commerce, 64% of UK shoppers still prefer shopping in person. Key reasons include the ability to try on items (80%), judge quality in real life (70.4%), and avoid delivery hassles (51%). Interestingly, even younger consumers—traditionally assumed to prefer digital-first shopping—value the in-store experience, particularly when enriched with events, entertainment, and tactile discovery.

Kenny Murray, General Manager at Cheshire Oaks Designer Outlet, said: "This anniversary isn’t just about nostalgia; it’s about momentum.

"Cheshire Oaks Designer Outlet has grown with its customers over 30 years, and the entire team is excited to celebrate everything that’s ahead, with community and culture at the heart of what’s set to be a fantastic summer of style, shopping and entertainment."