Brits aren't feeling confident about their style
It was Yves Saint Laurent who famously said, Fashion fades, style is eternal, yet it seems we’re actually facing a crisis of style confidence, according to a new survey.
The research revealed that over a third of Brits were unable to remember the last time they received a compliment on their style, with a further staggering 65% admitting to not feeling confident in their outfit choices. As well as a lack of confidence, half of the UK admitted to wearing the same items for the past twelve months, pointing to the fact that, as a nation, we are too scared to break out of a style rut.
The findings come from the TK Maxx Style Census, examining shopping habits and attitudes to style across Europe, following the launch of the off price retailer’s Me. By Me. campaign, which aims to champion individuality and personal style.
Examining the European findings, we’re lagging behind our continental neighbours when it comes to being style assured, with the research showing that Poland and Germany lead the way in style confidence. Over half of Polish and German respondents see themselves as style confident, in comparison to only a third of Brits. Similarly, while over half of the UK admits to desiring more confidence when it comes to fashion, the majority of Germans feel they have this in abundance already, with only 27% expressing a need for increased style assurance.
Despite this divide, as a continent, we believe that confidence comes with maturity. Brits felt they are at their most stylish at 29 years old, a year sooner than Irish and Polish respondents, and four years earlier than Germans, indicating that as we get older, we become more confident in our own skin and more assured in our style choices.
Dr Carolyn Mair, Cognitive Psychologist at The London College of Fashion remarked:
“Being happy about the way you look can boost your confidence. Psychology studies have suggested that those who are confident are perceived as more attractive to others. Make the time to experiment with your own style, try on new things and celebrate the looks that reflect your individuality. The TK Maxx Me. By Me. campaign champions people’s unique style, and with a new season around the corner, May is the perfect month for all of us to embrace our own styles and be confident when making that summer style transition.”
It’s important to remember that style confidence needs to come from within rather than be dictated from outside influences. Instead of trying to follow unrealistic ideals, we should try to find the styles that work for us as individuals and truly embrace it.”
Levels of style confidence differed between male and female participants; almost half of women confessed to having bought an item of clothing they have never worn, versus just 27% of men, suggesting that women are less self-assured in their shopping decisions. Interestingly, both men and women prioritised being stylish when seeing their friends, rather than when seeing their partner – proving Brits really do value the opinions of their friends over their partners and dress to impress when with them.
Dr Carolyn Mair continued, “Our self-perception develops as a result of our experiences and our physical appearance often bears the brunt of this. When we don’t feel confident, we try to blend in rather than stand out. This is clearly reflected in the clothes we chose to wear. Self-confident people tend to compare themselves with others less and feel free to express themselves through their style. Although it’s not easy to overcome self-doubts, choosing clothes that express your individuality will help to start the positive upwards spiral of increasing self-confidence.”
Despite our lack of style confidence, it seems that the UK isn’t backwards about spending to help overcome this. On average, Britons purchase the highest number of items per year, racking up 25 new purchases annually, compared to an average of 22 in Germany and Poland and 23 in Ireland.
From a UK perspective, those living in York buy and spend the most on fashion – splashing out on an average of 83 new purchases a year and splurging an average of £96 per item, £60 higher than the average UK cost of £36.66 per item. Surprisingly, Londoners admitted to just 38 new purchases a year at an average of £59 per item. In stark contrast, those from Wrexham spent the least on fashion and bought an average of only 16 new purchases a year, spending just £25 on each item.
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