According to GlobalData, almost 20 per cent of people under 45 have bought more clothing since coronavirus lockdown measures were put in place.

The anaylst said 19.3 per cent of consumers aged 16 to 45 have bought more clothing since the Covid-19 pandemic began, despite consumers in general de-prioritising non-essential items due to economic uncertainty and a lack of social events.

That figures compared to only 7.4 per cent of over 45s who have bought more clothing since the pandemic started.

Online clothing purchases have also served as a treat, and helped to uplift younger consumers’ moods throughout the pandemic, especially for those that have continued working and have had more disposable income, due to cancelled holidays and social activities.

GlobalData’s research was based on a sample of 500 respondents across 11 countries, conducted between May 26-31. Lockdown in the UK officially began March 25. As the end of lockdown and social distancing begins to near, GlobalData said retailers were likely to experience the greatest uplift in trade from younger demographics as they seek new clothing to wear for future events.

GlobalData said that as a result, retailers should start to adapt their social media strategies accordingly, by gradually incorporating fewer stay-at-home outfits into their posts or to provide more inspiration for upcoming gatherings.

The data and analytics firm also recommended retailers were more inclusive in their marketing campaigns, especially in light of the surge in the global Black Lives Matter movement and calls for better diversity and representation in all sectors.