The payment service Klarna used the fashion month of September with its Fashion Weeks to examine what consumers want to see, where they get their inspiration from and what they buy. In May and August 2022, in cooperation with Dynata, he therefore surveyed 1,000 people between the ages of 18 and 75 in eleven countries (Germany, Italy, France, Denmark, Sweden, Norway, Finland, Poland, UK, USA and Australia) and presented the results together in one report.

    Berlin remains the most popular fashion week

    When it comes to the most popular fashion weeks, Germans remain loyal to their capital: Most of them (33 percent) were interested in Fashion Week in Berlin, closely followed by New York (29 percent) and Milan (13 percent). In terms of the most sought-after styles from catwalk to street style, Berlin and Milan are also ahead: the photos and reports from the two shows are of interest to most of the German respondents at 50 percent, followed by NYFW (44 percent), Paris (42 percent) and London ( 31 percent).

    “It doesn’t matter whether it’s New York, London, Milan or Paris – it is undisputed that the fashion weeks of this world have a strong influence on the shopping behavior of consumers. Street style and pre-show visuals from models or content creators are becoming increasingly important,” summarizes Klarna’s fashion director Emilia de Poret in a statement.

    Image: Berlin Streetstyle / Nick Leuze

    YouTube for inspiration

    Channels such as YouTube (60 percent) and Facebook (56 percent) lead the way when it comes to finding inspiration during fashion weeks, which don’t typically rank highly with younger audiences. Instagram follows with 42 percent and TikTok with 35 percent and Magazine with 33 percent.

    “Surprisingly, Instagram or TikTok are not the channels that fashion lovers are most likely to open, no, German consumers find new impulses during the fashion weeks on YouTube, followed by Facebook,” Klarna found out.

    Consumers are most likely to follow celebrities (59 percent), followed by fashion designers (50 percent) and the respective fashion brands (48 percent). Only then do influencers follow (43 percent).

    fashion shows and shopping behavior

    Do the fashion shows and collections of the designers even influence the shopping behavior of the fashion-interested target group? The paid service found that the runway shows and street style visuals have lost none of their relevance: “93 percent of global respondents who said they were interested in fashion agree that the looks from fashion weeks inspire them, while 85 percent say they do Shopped for items inspired by the catwalks.”

    For Germans, t-shirts are the most popular item to shop for; 56 percent of respondents said they bought one while being inspired by a fashion show. 50 percent bought trousers or jeans, 42 percent jewelery and 42 percent sweaters.

    “Rethink every purchase and invest in timeless pieces,” de Poret advises, referring to fashion weeks and trends that can be very engaging. “Shopping should be fun and inspiring, but it’s also important to shop smart – both for your wallet and for the environment. It’s always a good idea to invest in iconic fashion pieces that never go out of style and that can be styled in many ways. In addition to the perfect jeans, this can also be a stylish black blazer or a trench coat that will hang in your closet forever.”