The West Coast has ‘out-styled’ the East Coast to be named the most fashionable side of the U.S.
Research polling 2,000 Americans revealed that despite those on the East Coast rating their sense of style more highly, adults on the West Coast will spend more time and money perfecting their look.
The study found 36% of those on the East Coast rate their style above average, compared to 31% on the West Coast.
Yet West Coasters will take 20 minutes a day more to perfect their look — from styling their hair and makeup to picking an outfit and keeping fit and in shape.
The research, commissioned by FARFETCH — a global platform for the luxury industry, also found West Coast adults will invest more on their clothing, spending $202 a month on average, compared to $184 spent by East Coast residents.
Americans themselves would also put West Coast residents above the rest when it comes to style — with 33% in agreement they have better taste, compared to 28% voting people on the East Coast as the most fashionable.
FARFETCH has also launched their WORLD FASHION 2020, an interactive tool that shows sales data from some of the world’s most fashion-forward cities, and how shopping habits have changed during the year so far.
In the East of the USA, sleepwear is up 225% from 2019 in New York City. But out West, Los Angelinos have been embracing the sun where they can, as sales of vests have risen by a huge 467%.
“It’s fascinating to dive deep into cities in the U.S., and indeed around the world, and see where they are finding their fashion inspiration,” said a spokesman for FARFETCH.
The study also found a third agreed the West Coast might have better style because it’s the home of the Hollywood Hills and Los Angeles, as well as having more local fashion icons (38%).
Whereas more than two-fifths agreed that because the East is home to one of the world’s fashion capitals — New York City, residents describe themselves as having more refined style (39%).
It also emerged that despite agreeing the ‘West is best,’ adults on both sides of the states will spend an equal amount of time shopping around for the latest trends — at 11 hours a month on average.
The research, conducted via OnePoll, also revealed how Americans like to take great care of their appearance, with half saying they always want to look their best.
And 53% will get a confidence boost from the clothing they wear and how they accessorize it.
A further 46% of respondents will even wish for different weather so they can wear their favorite fashion items.
Adults are most likely to get their style ideas from Instagram (31%), as well as retailer websites (29%) and Pinterest (22%).
Respondents turn to Jennifer Lopez, Rihanna and Sarah Jessica Parker for inspiration — all of whom featured among the most popular fashion icons.
The study also revealed Americans prefer to describe their style as relaxed and comfortable, as well as high-end and sustainable.
Much of what Americans bought this year was also purchased ‘consciously’ — with a desire to do right by the environment seeing conscious purchases up 57%.
However, Americans aren’t particularly likely to buy pre-owned, compared to the rest of the world — buying less pre-owned clothing than Canada, Mexico and the U.K. among others.
“We just love to see people be inspired by clothing choices, and how fashion gives people something to show who they really are,” added a spokesman for FARFETCH added:
“And fashion can be all manner of things — it doesn’t always have to mean sharp suits and tailored attire, as things like loungewear are proving just as popular, it’s just whatever is right for you.”
Top 20 style icons according to Americans:
- Jennifer Lopez
- Jennifer Aniston
- Kim Kardashian
- John Legend
- Brad Pitt
- Kylie Jenner
- Ariana Grande
- Michael B. Jordan
- Sarah Jessica Parker
- Meghan Markle
- Blake Lively
- Jaden Smith
- Ryan Gosling
- Miley Cyrus
- Donald Glover
- Nicole Richie
- Joe Jonas
- Gigi Hadid
>> Download the video and infographic for this research story <<
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