According to a survey conducted in **** European countries in 2023, a similar share of consumers across all product categories purchased fashion from a lower-priced brand as a 'trade-down' action to save money.
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McKinsey & Company. (July 14, 2023). Share of consumers who purchased fashion items from a lower-priced brand to save money in selected European countries in 2023, by category [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 03, 2026, from /statistics/1417763/european-consumers-shopped-fashion-from-a-lower-priced-brand/
McKinsey & Company. "Share of consumers who purchased fashion items from a lower-priced brand to save money in selected European countries in 2023, by category." Chart. July 14, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 03, 2026. /statistics/1417763/european-consumers-shopped-fashion-from-a-lower-priced-brand/
McKinsey & Company. (2023). Share of consumers who purchased fashion items from a lower-priced brand to save money in selected European countries in 2023, by category. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 03, 2026. /statistics/1417763/european-consumers-shopped-fashion-from-a-lower-priced-brand/
McKinsey & Company. "Share of Consumers Who Purchased Fashion Items from a Lower-priced Brand to save Money in Selected European Countries in 2023, by Category." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 14 Jul 2023, /statistics/1417763/european-consumers-shopped-fashion-from-a-lower-priced-brand/
McKinsey & Company, Share of consumers who purchased fashion items from a lower-priced brand to save money in selected European countries in 2023, by category ÌÇÐÄÆƽâ°æ, /statistics/1417763/european-consumers-shopped-fashion-from-a-lower-priced-brand/ (last visited August 03, 2026)
Share of consumers who purchased fashion items from a lower-priced brand to save money in selected European countries in 2023, by category [Graph], McKinsey & Company, July 14, 2023. [Online]. Available: /statistics/1417763/european-consumers-shopped-fashion-from-a-lower-priced-brand/
