Westfield’s latest How We Shop study delves into how UK consumers are introduced to global culture through international streaming platforms. The new insights shed light on the rapidly evolving retail landscape and shifting consumer preferences. Notably, 75% of Generation Z and 71% of Millennials are actively incorporating global styles into their shopping habits.
Westfield’s How We Shop is a retail trends platform that explores both current and upcoming trends and behaviours in the retail and shopping landscape. To enhance this year’s research, Westfield has collaborated with Linett Kamala, an academic affiliated with the University of Arts London and a Board Director of the Notting Hill Carnival. Together, they have crafted cultural forecasts for 2024.
This latest set of insights explores different facets of popular culture, including music, film, television, fashion and gaming, to identify five significant themes influencing British retail behaviour. These are:
Screen style
Global film and television costume now influence fashion as much as street-style. 1 in 3 millennials say they have dressed to emulate a character in a TV show. Of those, half say streaming hits such as Squid Game and Lupin were particularly influential. Stranger Things 5 and Squid Game 2 are predicted to be major influences on style trends in 2024 by a quarter of Gen Z.
The rise of cause-core
A growing awareness of global issues and social consciousness drives fashion choices, with 43% of all Britons expressing guilt about their clothing purchases and even 34% of Baby Boomers actively seeking carbon labelling on clothing.
The growth of the niche-stream
Streaming platforms democratise access to once niche aspects of culture, with half of Generation Z now regularly listening to music in a global language. Spanish is the most popular global language with over a fifth of Gen Z regularly listening to Latin music. Six in ten Gen Zers say world music influences their fashion choices and Afrobeats is one of the most popular styles. Over a third of Gen Z say they think Afropop will grow in popularity into 2024, as will Cumbia (Colombia) and Amapiano (South Africa).
Games and garms
Video games like Fortnite and Roblox increasingly shape fashion choices and consumer behaviour, with 57% of Gen Z gamers saying that characters in video games had influenced their fashion choices.
Borderless browsing
Gen Z say social platforms (46%) and streaming platforms (20%) enable them to engage with global trends. Social media influencers on Instagram and TikTok have eclipsed the influence of traditional fashion magazines. Products popularised by these social media influencers, “Insta-Garms,” can become coveted and viral fashion pieces. 41% of Gen Z say that TikTok helps to spread local fashion trends on a global scale. According to the insights, Gen Zers believe that global culture will become even more influential as technology (29%) and the metaverse (14%) act as a conduit for trends.
Frederique Cochi-Beyot, Group Director of Marketing at Unibail-Rodamco-Westfield, said: “In a world where we are surrounded by visual, audio and intellectual content, Westfield’s How We Shop research platform explores how social and streaming platforms are influencing our everyday decisions, styles and purchases and some of the trends expected to be seen in 2024 as a result.
The findings from 4,000 UK shoppers reveal a significant impact of global influences on one in four Brits’ preferences in fashion, music, culture and sustainable consumption particularly among Gen Z and millennials, prompting us to evolve and meet our customers’ desire for culturally rich and considered experiences.”
Linett Kamala, an academic and creative, said: “As both a creative and an academic, much of my adult life has been occupied with immersing myself in global culture and observing different elements and trends together. It was fascinating to work on this study with Westfield and the increasing diversity of our society, combined with the power of technology, is resulting in global culture in all its forms, having more impact than ever before.
“Brands and destinations have a responsibility to provide products and experiences that customers want, in a sustainable way. The Global Threads pop-up at Westfield London will aim to do this while educating shoppers on global influences and future trends.”
Westfield collaborated with Linett to bring these trends to life at Westfield London’s ‘Global Threads’ pop-up – an immersive experience where shoppers were able to engage with the report’s themes through talks, sustainable fashion sourcing, arts and crafts sessions and DJ sets.
Here are some of Linett Kamala’s pivotal forecasts for 2024:
Linett’s ‘Fresh Spin’ for 2024
Based on the key themes in the How We Shop findings, cultural expert Linett Kamala is predicting the following trends for next year:
Thrifty threads
Thrift shopping has boomed in recent years thanks to younger consumers wanting to buy products that reflect their worldview and the added pressures of the cost of living. The global second-hand market is expected to nearly double by 2027 reaching $350 million – and its impact is being felt in the UK with popular second-hand retailers like Shelter Shops and many content creators being purpose-driven with the products they promote.
Stranger Things become familiar
Hollywood has always held influence over how people dress with the glitz and glamour of the big screen, but this has morphed in recent years with the growth of streaming services. Gen Z are reimagining 80s retro through the popularity of Stranger Things and Gen X’ers that lived through it the first time are revisiting their old styles such as stripes, faux leather and block bold colours. The influence is likely to remain for 2024 with the new season arriving on screens.
Au naturel
The French are known for their style and the rest of the world are now feeling their influence from French TV and cinema. Items like tailored cuts and crisp white shirts under styled suits can be spotted on daily commutes as people are dressing up more than ever. These looks are being paired with understated jewellery and watches to complete the perfect French chic.
Global mash-ups
Genres from diverse cultures around the world are taking charts by storm through sonic mashups like Afrobeats, K-pop and more subcultures. We will continue to hear these sounds which blend styles and this will be reflected in fashion as we see people blend two seemingly contrasting looks.
