Key insights:
- Comfort is the leading fashion behaviour in Thailand, selected by 35% of adults, rising from 31% among those aged 18-29 to 38% among adults 45+.
- Product quality is the top factor guiding retailer choice, cited by 26% of Thai adults, with consistent importance across age groups (24% for 18-29s, 25% for 30-44s, and 28% for 45+).
- Trend-following declines sharply with age, with 20% of 18-29s following the latest styles compared with 15% of 30-44s and only 8% of adults 45+.
Comfort is a familiar part of everyday life in Thailand, reflected in the “sabai sabai” mindset, and this carries through to fashion decisions. YouGov data shows that comfort is the most common approach to buying clothing, while product quality is the key factor influencing where people choose to shop across age groups.
Shopper types: Comfort leads by a wide margin
According to YouGov Profiles, over a third of Thai adults (35%) say they do not follow trends and instead choose clothing based on comfort. This includes 31% of adults aged 18 to 29, 36% of those aged 30 to 44, and 38% of consumers aged 45 and older, indicating that comfort increases slightly with age.
Trend-led behaviours are less common among all groups. One in five adults aged 18 to 29 (20%) say they follow the latest trends and buy clothing and shoes, compared to 15% of those aged 30 to 44 and just 8% of adults aged 45 and above. A similar pattern appears for consumers who keep up to date by purchasing a few seasonal pieces, selected by 18% of younger adults, 15% of those aged 30 to 44, and 12% of the 45+ group.
