London, 21 August 2026 – Fashion has never been more accessible. Trends, products and inspiration are only a swipe away. Yet new research commissioned by ASOS among nearly 2,000 UK consumers suggests many people still find getting dressed difficult, highlighting a growing gap between discovering fashion and feeling confident in what to wear.
Inspiration is everywhere. Knowing what to wear is harder.
Consumers have access to endless fashion inspiration, but many are looking for more help turning that inspiration into personal style.
Two thirds of consumers (67%) get fashion inspiration from social media. Yet almost the same proportion (68%) say social platforms provide inspiration without enough practical guidance.
A further 68% say knowing what to buy is easier than knowing how to wear it. The findings point to a clear tension. Consumers are finding fashion inspiration more easily than ever before, but many still struggle to translate it into outfits they feel confident wearing.
Personal style is replacing what's trending.
Consumers are increasingly focused on finding what works for them. The study found that 86% of consumers are more interested in clothes that reflect their personal style than following trends. Yet half (50%) say developing their own sense of style has become more difficult.
At the same time, 69% say shopping for clothes can feel overwhelming. Despite unprecedented access to fashion, almost two thirds of consumers (64%) believe the industry offers too many options and not enough guidance, while the same proportion say there is simply too much choice in fashion today.
The findings are reinforced by previous ASOS consumer research, which found that only 28% of consumers want trend-focused fashion inspiration, compared with 46% who want styles relevant to their personal taste.
Together, the results suggest consumers are looking less for what's new and more for what's right for them.
What we wear shapes how we show up.
The research reveals a strong connection between getting dressed and feeling good.
More than nine in ten consumers (91%) say confidence is more important than following trends. Meanwhile, 92% say they feel good about themselves when wearing the right outfit and 91% say the right outfit helps them make a strong first impression.
The findings suggest consumers increasingly see fashion as a tool for confidence, self-expression and showing up as the best version of themselves, rather than simply keeping up with trends.
When consumers can't picture the outfit, they walk away.
The impact extends beyond confidence and self-expression. One third of consumers (33%) say they have abandoned a purchase because they couldn't picture how they would wear it. Meanwhile, 45% have bought something without knowing what to wear it with, while nearly four in ten (39%) have bought clothes they rarely wore because they struggled to style them. More than half (55%) say they have bought additional items to complete a look.
The challenge doesn't stop at the point of purchase. Nearly half of consumers (46%) say help integrating new purchases into their existing wardrobe would help them make better fashion decisions.
The findings suggest consumers are struggling less with finding products and more with understanding how those products fit into their wardrobe, lifestyle and the occasions they are shopping for.
Vanessa Spence, EVP Brand & Creative at ASOS, said: We've never had more inspiration at our fingertips. Our feeds are full of products, trends, and things we love. But liking something and knowing how to wear it are often two very different things.
What comes through in this research is that people want help understanding what works for them, how to put things together and how to feel great in what they're wearing, Confidence often comes from knowing something feels right for you. That's the opportunity we see. Fashion at its best is about helping people feel like themselves, whether that's discovering something new, finding a fresh way to wear something you already own or feeling confident in what you’ve chosen that day.
-ENDS-
Notes to Editors
Research methodology
Research conducted by ASOS in partnership with Attest among 1,952 UK consumers between July and August 2026. Respondents were recruited to be nationally representative across age, gender and geography. The research explored attitudes towards fashion inspiration, shopping behaviour, personal style, confidence and fashion decision-making.
Additional findings
64% say there is too much choice in fashion today.
64% say fashion offers too many options and not enough guidance.
86% are more interested in finding clothes that suit their personal style than following trends.
79% believe fashion is ultimately about confidence rather than trends.
39% cite friends and family as a source of fashion inspiration, compared with 22% who cite celebrities.
31% draw inspiration from street style and everyday people.
53% say complete outfit inspiration would help them make better fashion decisions.
46% want help integrating new purchases into their existing wardrobe.
37% want retailers to simplify product choices and reduce overwhelm.
How ASOS is helping customers navigate their challenges
ASOS believes the future of fashion retail lies in helping consumers navigate fashion with confidence. Recent initiatives include:
Turning inspiration into outfits
Outfit-led shopping experiences. Helping customers discover complete looks rather than individual products through outfit-led merchandising, styling-focused product presentation and features such as Buy The Look.
Introducing AI Stylist. Giving customers personalised outfit inspiration and styling advice based on their tastes, helping them discover new looks while finding more ways to wear the pieces they already love.
Developing Virtual Try-On. Helping customers move from inspiration to purchase with greater confidence by making it easier to visualise how products could work for them before they buy.
Helping consumers find what's right for them
Hyper-personalisation. Building an ASOS that's increasingly shaped around each customer, making it easier to discover the styles, outfits and brands most relevant to their taste, lifestyle and how they like to shop.
Follow Brands functionality. Making it easier for customers to stay connected to the brands they love, creating a more personalised experience where product discovery becomes increasingly relevant the more they engage.
Fashion expertise and advice through ASOS Magazine and expert contributors, bringing together influential voices from fashion, beauty and culture to give customers inspiration, styling ideas and a deeper understanding of the people, creativity and trends shaping modern style.
Building confidence through experiences
Fashion pop-ups and live experiences. From the Face + Body London Lido takeover to the adidas Originals x ASOS launch at adidas' London flagship, bringing fashion to life through product discovery, styling inspiration and real-world customer experiences.
Exclusive loyalty experiences: Through initiatives such as ASOS World, giving customers unique access to the brands, talent and communities they love. Recent experiences have included exclusive events with partners such as Dr Martens and Lacoste that bring customers closer to fashion, culture and inspiration.
Immersive brand experiences. From our barber shop activation with Nike to upcoming ASOS and partner brand experiences, bringing together fashion, creativity and culture to inspire confidence and self-expression.
About ASOS
Founded in 2000, ASOS has 17 million active customers in over 150 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands, including ASOS DESIGN, ARRANGE, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in-house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be.