A new survey by Associated Independent Stores (AIS) has revealed opportunities for independent fashion retailers in the golden quarter. AIS – the UK and Ireland’s leading buying and services group for fashion, home, and leisure for independent retail – commissioned the research to celebrate its golden anniversary. The survey of 2,000 UK adult consumers examines attitudes to retail and the opportunities for independent stores in the current market.

Data shows that 75% of consumers shopped more – or as much – at independent stores over the past 12 months, with shoppers aged 18-34 being 67% more likely to do so. This trend also looks set to continue into 2027, with 41% of consumers expecting their spending in independent fashion stores to increase over the next year.

AIS links the shift towards independent retail to the emergence of a ‘belonging economy’: shopping that prioritises a positive experience and product quality over price. For independent childrenswear retailers, the findings offer a wider retail perspective on the value of distinctive products, personal service and community connections.

According to the survey, almost two-thirds (64%) of consumers believe making more considered purchases that feel good is important during times of financial difficulty, while 61% consider feel-good retail to be more about quality than price. The top three drivers for shopping with independents align with this. 31% cited a desire to support the local community, closely followed by better customer service (29%) and unique or distinctive products (28%).

Commenting is Sue Kemp, managing director of AIS.

“It’s no secret that times are hard for the high street. However, our research reveals a shift towards a more traditional, more intentional way of shopping. Consumers are rejecting homogeneity in favour of unique shopping experiences that help them enjoy the act of shopping as much as their purchase itself. This presents a huge opportunity for independent stores to take the lead in the next phase of retail.

“This means merchandising by lifestyle, not just category and price, and pushing that sense of discovery in every aspect of your store – customers want to be sold the dream behind a particular product, and independents are uniquely positioned to deliver just that.”

The findings from AIS’s survey are available in a playbook for independent retailers, ‘Winning in the Belonging Economy’, which explores the results in more detail and maps out clear actions independents can take to capitalise on these opportunities. The playbook also includes case studies on prominent AIS Members, such as Jarrolds in Norwich and Bradbeers in Romsey and Salisbury, which are already using these strategies to their advantage.

“Perhaps the greatest finding from our research is that the independents are positioned to win without changing who they are,” concludes Kemp. “The qualities that consumers are now looking for – uniqueness, experience, and quality service – are exactly what independents do best. It’s about really signposting this to consumers to create customers for life.”

Click here to download Winning in the Belonging Economy for free. For further information on AIS, please click here.