Drapers’ annual Gen Z and Millennials report – now in its third year – once again surveyed 2,000 UK consumers to unpick the latest evolutions in their shopping habits and fashion preferences.

We take an in-depth look at how these important and influential shoppers are changing, analyse their similarities and differences, and uncover where the opportunities for fashion businesses lie.

This year’s report also explores how the unprecedented realities of the Covid-19 pandemic and national lockdowns across the UK have impacted this group’s approach to shopping for fashion.

Gen Z and millennials – roughly those aged between five and 40 – are a crucial cohort of shoppers that are already defining the strategies of successful businesses around the world.

Drapers’ annual data-led consumer research report therefore identifies, explores and tracks what is most important to them with it comes to shopping for fashion.

Fashion businesses that do not continue to keep up with Gen Z and millennials are unlikely to win in the long term.