Fashion Forward: Emerging Trends in Apparel Purchases

By 2029, worldwide apparel revenue is projected to hit a staggering $2 trillion.¹ While traditional brick-and-mortar stores will still hold a significant share, the digital landscape is expanding rapidly — by 2027, one-third of all apparel sales will be made online.¹ This underscores the importance of a robust online presence for any retail brand.

To better understand this industry shift, Snapchat partnered with Publicis Media and NRG to conduct a global research study and survey over 3,000 apparel shoppers (13-60 YO) across five markets (US, UK, CA, KSA, FR). Here’s a snapshot of the four trends shaping apparel purchases in 2025:

Trend #1: New Tech is Transforming the Shopping Experience

AI-powered personalization, virtual try-on experiences through augmented reality (AR), and image search are no longer futuristic concepts; they’re current realities shaping how consumers discover and purchase apparel. These tools create more  personalized ways to shop and provide huge benefits to brands.

The research also found that Snapchatters are more tech-savvy than non-Snapchatters and more likely to agree about the benefits of using AI or AR in their shopping journey. 

• 65% of Snapchatters agree that AI-powered styling guides help discover new outfit ideas based on recent purchases, which is 2.1x greater than non-Snapchatters. 

• 63% of Snapchatters agree that using AR Lenses reduces their need to visit a physical store, and 67% agree that AR virtual try-on helps make a purchase decision online easier. 

• 77% of Snapchatters agree that visual search helps find apparel items faster and easier, compared to only 50% of non-Snapchatters. 

Brand tip: Brands can use these technologies to become consumers’ most trusted fashion curators, making buying easier, providing tailored recs, facilitating virtual try-ons, and keeping shoppers on-trend. Check out how brands can drive personalization with Snapchat's DPA product here.

Trend #2: Social is the New Shopping Mall

Forget traditional department stores and fashion magazines. Social platforms have become the go-to destination for discovering trends, finding inspiration, and making purchase decisions — and this is especially true for Snapchatters. Over 80% of Snapchatters say that social is a primary way to keep up with the latest fashion trends.

Brand tip: In 2025, influence is currency, and brands need to have social presence at every stage of the purchase journey.

Trend #3: Friends and Family are Brand Ambassadors

Word-of-mouth has always been powerful, but in the digital age, it’s turbocharged. Friends and family have become brand ambassadors, influencing purchasing decisions with their recommendations and shares. 82% of Snapchatters are more likely to pay attention to brands they see their family and friends using, and 80% message their friends on social platforms about their opinion on apparel brands. Even after the purchase has been made, 80% of Snapchatters say they recommend apparel products/brands with family or friends.

In fact, friends & family not only influence shopping, they directly drive purchase and post-purchase behaviors.

Trend #4: Creators are the New Storefronts Influencing Instant Check-out

Snapchatters see creators as personal fashion consultants, and 79% trust their opinions as much as those of friends and family. On top of driving apparel purchases, creator collaborations foster a sense of community and connection around brands. In fact, 64% of Snapchatters agree that using creator links to buy apparel ‘makes me feel like part of a community.’

Additionally, brands that partner with creators are seen as more socially relevant (79%) and connected to the cultural conversation (77%). Creators alike benefit from this relationship, as they gain further credibility by attaching themselves to established brands. 

Brand tip: Brands should leverage creators to influence shoppers looking for fashion inspiration, trusted styling advice, and purchase recommendations. Check out some of the way brands can tap into creators on Snapchat!

To learn more about apparel success stories on Snapchat, check out our For Business site!