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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.
Buying based on immediate preference choosing items that appeal in the moment is consistent across age groups, with 14% of adults aged 18 to 29, 19% of those aged 30 to 44, and 20% of older adults selecting this option.
Classic, timeless styles appeal more to older consumers. Some 14% of adults aged 45 and over say they prefer classic items, compared to 8% of those aged 30 to 44 and 6% of those aged 18 to 29.
Retailer choice is driven by quality first
When choosing where to shop for clothing, product quality is the most common motivation across the population. Over a quarter of Thai adults (26%) say they selected a retailer based on the quality of its products. This is consistent across age groups, with 24% of adults aged 18-29, 25% of those aged 30-44, and 28% of adults aged 45+ citing quality as their main driver.
Price sensitivity is more pronounced among younger adults. A quarter of adults aged 18-29 (26%) chose retailers offering the cheapest prices. This declines to 21% among adults aged 30-44 and 13% among those aged 45 and older. Special offers influence 15-19% across all age segments, making promotions a secondary but relevant factor.
Methodology
YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between November 2024 and November 2025, using a 52-week dataset updated weekly. Data for Thailand is online representative and weighted by age, gender, and region.
Image credit: Markus Winkler via pexels