Atomik Research were commissioned to conduct PR research by Oxfam to look into fast fashion in the UK.  The research of 2,000 UK adults looked specifically at how often Brits are buying clothes they will wear once, and how Christmas factors into this habit.

Key findings from the PR research included:

  • 26% of people will buy at least one new item of clothing for their Christmas work party 
  • 61% of Brits say they won’t recycle last year’s Christmas party outfit
  • 35%of people are saying they don’t want to appear on social media wearing the same clothes 12 months later 
  • 32% are not concerned that their clothes are ending up in landfill
  • 18% of people say they will buy at least FIVE pairs of shoes for Christmas
  • 24% say they will be buying four or more tops for family gatherings, the office party and Christmas Day itself
  • The most important consideration for Brits buying a Christmas party outfit:
    • low price (20%)
    • being able to wear an item again (19%)
    • being a good fit (14%)
  • Millennials aged 25-34 are biggest consumers when it comes to fast fashion, with 92% saying they will buy at least one item of clothing over Christmas
  • Londoners spend an average of £176 on a Christmas outfit
  • On average Brits throw away 28 items of clothing every year and have 32 items of clothes in their wardrobe that have not been worn for 12 months

The research was part of an integrated campaign created in conjunction with our parent company, 4media group, which consisted of research, broadcast PR and news generation elements. The broadcast day was fronted by fashion activist and former Clothes Show presenter, Carolyn Franklin MBE.

The campaign achieved extensive media coverage across broadcast and news outlets. Coverage highlights included Sky News Sunrise, BBC Leeds, BBC Radio Humberside, BFBS and more!


Specialist Panel PR Research: RedSeal - Digital ResiliencePR Research: Travel Republic- Imagination Nation