Inside the Fitting Room of the Mind:

Why We Really Buy Clothes (And How It’s Different at Every Age)

What Really Makes Us Press Buy?

Ever found yourself halfway through a cheeky splurge thinking, how did I even get here? You're not alone. Whether you’re scrolling in bed or wandering around town “just browsing,” there’s some real science behind why we shop the way we do and why certain pieces make it into our wardrobes.

Let’s break it down, from online scroll-fests to in-store styling moments, and how it all shifts depending on your generation.

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Gen Z aesthetic: TikTok ‘Get Ready With Me’, Depop finds, vintage feel

Millennial (26–40): Sleek Instagram outfit posts, Reels of outfit planning, a carefully curated wardrobe grid.

Gen X: Elevated neutrals, capsule classics, quality-first.

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What Brands Know About Your Shopping Habits (and What They Do With It)

Turns out, there’s a whole research industry dedicated to understanding how we shop - and the UK is a major player, spending over £5 billion a year on market insights. From the first scroll to the final checkout, brands are watching what grabs your attention, what sits in your basket, and what tips you over the edge to buy.