A national survey of 2,000 adults has found that British consumers are more likely to seek fashion ideas from members of the public than from famous figures or social media personalities.
The study discovered that 41 per cent of respondents experience feelings of envy when encountering someone wearing an outfit they admire.
However, 52 per cent would feel awkward approaching a stranger to inquire about the origin of a garment.
Despite this hesitation, 41 per cent consider such enquiries to be flattering.
The research, commissioned by the technology company Samsung to promote the Galaxy Z Fold8 smartphone and its Circle to Search with Google function, found that 30 per cent frequently spot clothing items they wish to purchase.
An equal proportion opt to conduct internet searches using verbal descriptions rather than asking someone directly.
The average maximum duration spent hunting for a specific garment spotted in person was recorded as one hour and 14 minutes.
Samsung collaborated with radio presenter Mollie King on a London-based street style production examining current fashion trends and the everyday influences shaping consumer wardrobes.
The capital city was selected following the survey outcome, which identified London as the United Kingdom’s most fashionable city according to 49 per cent of Generation Z and Millennial respondents.
Fashion influences were found to derive from multiple sources.
Friends and family accounted for 21 per cent of style inspiration, while street style contributed 18 per cent.
Digital platforms also played significant roles, with social media influencing 25 per cent of choices and television or film providing inspiration for 20 per cent.
Among younger demographics, the daily commute influenced wardrobes for 21 per cent, while the workplace shaped clothing decisions for 19 per cent.
Social media platforms have increasingly served as personal fashion archives, with 25 per cent of all respondents regularly saving posts, screenshots or images of outfits they intend to recreate or purchase.
This behaviour was more prevalent among younger generations, with 57 per cent of Generation Z and 40 per cent of Millennials engaging in such practices.
The research indicated growing consumer interest in technology-assisted fashion discovery, with 51 per cent of all participants expressing desire for a device capable of identifying clothing sources.
A further 33 per cent stated that transferring saved style references when obtaining a new phone was important to them.
Annika Bizon from Samsung noted that the research demonstrated British consumers invest considerable effort in locating specific styles.
She observed that shoppers increasingly seek to not only appreciate fashion but to actively discover and adopt new looks.