Connected Consumer 2026 (Drapers with Athos Commerce)

What Market Radar took from it

The figures Market Radar reads from this report, as its data records them, each with the publisher, the place and the date.

1. 29% of consumers now begin their fashion shopping journey directly on a retailer's website, while 42% begin through third-party channels

   Drapers / Athos CommerceUnited KingdomJun 2026n=2,000

2. 38% of consumers trust fashion recommendations from AI tools

   Drapers / Athos CommerceUnited KingdomJun 2026n=2,000

3. 39% of consumers are comfortable completing fashion purchases directly through AI platforms

   Drapers / Athos CommerceUnited KingdomJun 2026n=2,000

4. 50% of Gen Z consumers are comfortable completing fashion purchases through AI platforms, compared with just 21% of Gen X

   Drapers / Athos CommerceUnited KingdomJun 2026n=2,000

5. 56% of consumers say they are using search engines more than they did 2-3 years ago when shopping for fashion

   Drapers / Athos CommerceUnited KingdomJun 2026n=2,000

6. 58% of consumers have used visual search to search for fashion items, with 52% going on to purchase an item afterward

   Drapers / Athos CommerceUnited KingdomJun 2026n=2,000

7. 60% of consumers now use AI tools such as ChatGPT, Claude, or Gemini at least occasionally while shopping for fashion

   Drapers / Athos CommerceUnited KingdomJun 2026n=2,000

8. 62% of Gen Z consumers say TikTok has inspired a fashion purchase

   Drapers / Athos CommerceUnited KingdomJun 2026n=2,000

9. 62% of consumers browse for fashion online at least weekly, only 38% purchase at the same frequency

   Drapers / Athos CommerceUnited KingdomJun 2026n=2,000

10. 73% of Gen Z shoppers have used visual search to discover fashion products

    Drapers / Athos CommerceUnited KingdomJun 2026n=2,000

Market Radar takes 11 figures from this report; the 10 newest are shown here.

Used in Market Radar

The Market Radar pages that use this report.

About this report

Publisher

Drapers / Athos Commerce (Drapers)

Published

4 Jun 2026

Type

Survey

Sample

n=2,000

Countries

• United Kingdom

Regions

• EMEA

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