- Tech is Personalizing Shopping: AI and AR tools like virtual try-ons and visual search are making shopping faster, easier, and more tailored—especially for Snapchat users.
- Social = Shopping: Over 80% of Snapchatters turn to social media for fashion inspiration, making platforms the new digital department stores.
- Word-of-Mouth Goes Digital: Friends and family play a huge role in influencing apparel purchases—both before and after checkout.
- Creators Drive Conversion: Shoppers trust creators as much as close friends, turning influencer links into powerful purchase triggers.
- Online Sales Are Rising Fast: With one-third of all apparel purchases expected to be online by 2027, brands must embrace digital-first strategies now.
The apparel industry is undergoing a significant transformation—not just in what people wear, but in how they discover, evaluate, and purchase fashion.
A new global research study from Snapchat, Publicis Media, and NRG offers deep insight into the emerging trends that are shaping this shift in 2025. Surveying over 3,000 apparel shoppers aged 13 to 60 across the US, UK, Canada, Saudi Arabia, and France, the report identifies four key drivers that are redefining the consumer path to purchase.
We'll look at the research and try to examine the top apparel trends driving consumer purchases in 2025.
1. AI and AR Are Shaping a New, Personalized Shopping Experience
Artificial Intelligence (AI) and Augmented Reality (AR) are no longer futuristic novelties—they're core components of the modern apparel shopping experience. According to the study, Snapchatters are leading the charge in adopting these tools.
- 65% of Snapchat users agree that AI-powered styling guides help them discover new outfit ideas based on previous purchases, which is 2.1x higher than non-Snapchatters.
- 67% find that AR virtual try-on features help them make more confident purchase decisions.
- 63% say that using AR lenses reduces their need to visit a physical store.
- 77% believe that visual search capabilities make finding apparel items faster and easier.
These tools do more than enhance convenience; they foster deeper personalization. By helping consumers visualize products on themselves or receive AI-backed recommendations, brands can reduce purchase hesitations and improve conversion rates.
The takeaway? Digital fashion is no longer about browsing—it's about immersive, intelligent discovery.
2. Social Platforms Are the New Department Stores
Social media has become the primary hub for fashion discovery, outpacing traditional sources like fashion magazines and brick-and-mortar browsing. Snapchat’s research shows that over 80% of Snapchatters rely on social platforms to stay up to date with the latest fashion trends.
The implications for brands are significant: if you’re not present on social, you're not present at all. But visibility alone isn't enough. Fashion-forward consumers expect content that is timely, trend-savvy, and genuinely engaging.
Short-form videos, swipeable carousels, interactive polls, and AR filters are now the tools of the trade. With features like Snapchat Lenses and Shoppable AR, social platforms are becoming dynamic retail ecosystems where inspiration seamlessly leads to transaction.
For apparel brands, the lesson is clear: to win the digital shelf space, content must inspire, inform, and invite action—all within the scroll.
3. Friends and Family Are Now Brand Ambassadors
Word-of-mouth has always been a powerful driver, but Snapchat's findings underscore just how central peer influence has become in the digital era. According to the study:
- 82% of Snapchatters are more likely to pay attention to brands that their family and friends use.
- 80% actively message their friends about apparel brands on social platforms.
- 80% also recommend clothing or fashion products to friends and family post-purchase.
This shift marks a blurring of lines between social interaction and shopping behavior. Personal networks are no longer just passive observers; they actively shape brand perception and guide purchasing decisions.
For marketers, this means facilitating social sharing, user-generated content, and referral loops. Campaigns that enable social proof, incentivize sharing, or amplify customer stories will be better positioned to convert interest into intent—and intent into loyalty.
4. Creators Have Become Digital Storefronts
In 2025, creators aren’t just influencers—they’re personal stylists, trusted advisors, and virtual storefronts. Snapchat's data reveals:
- 79% of Snapchatters trust creator opinions as much as those of friends and family.
- 64% feel that using creator links to buy apparel makes them "feel part of a community."
- 79% view brands that collaborate with creators as more socially relevant.
- 77% say such brands are more in tune with cultural conversations.
These insights highlight the relational power of creator partnerships. When done right, collaborations don't just drive sales—they build a sense of belonging and relevance around a brand.
What sets creators apart is their ability to merge authenticity with commerce. They turn sponsored content into stylist-approved inspiration, and their curated links serve as trust bridges between brands and consumers. For fashion marketers, aligning with the right voices is now as critical as aligning with seasonal trends.
What This Means for Fashion Brands
As apparel sales continue to shift online, with forecasts projecting that one-third of all apparel purchases will be made digitally by 2027, the findings from Snapchat, Publicis Media, and NRG offer a clear mandate for brands: adapt or get left behind.
Whether through AR-powered shopping tools, authentic social engagement, or creator-led storytelling, the brands that will thrive in 2025 are those that prioritize connection, innovation, and relevance across every stage of the purchase journey.
