Marianne Eloise is a journalist and commentator on neurodivergent issues. She has written for publications including The Cut, 

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever. 

Nostalgia Reimagined 

In 2021, Gen Yers across the country mourned when Topshop’s parent company went into administration, pulling the plug on the cult fashion brand’s high street stores. 

The Northern Echo

 When Philip Green’s Arcadia Group crashed and burnt, so with it went Topshop, a staple that commanded the Gen Y fashion zeitgeist, dressed the country’s youth since the 1960s and even partnered with the likes of Beyoncé, 

VIBE

The Drum

At one point in time, the label was the epitome of cool, but its dissolution marked the passage of time and fashion, prompting Gen Yers to accept its closure, move on and reckon with the idea of the Oxford Street high temple re-emerging as an IKEA, of all things. 

Modaes

But then again, maybe not. In 2021, Asos would acquire both Topshop and Miss Selfridge for a whopping £330 million in a bid to secure its own future, and in 2025, it announced the brand’s high street return via select stockists, such as John Lewis. 

The Guardian

Retail Systems

 It even staged a London Fashion Week coup, with a star-studded show in Trafalgar Square and a magazine from the mind behind 

Harper's Bazaar

The reception, however, has at best been lukewarm. The revival has been geared towards Gen Yers’ nostalgic sensibilities, but critics are pointing out the brand’s poor quality and lack of transparency, as well as the reality that the brand has lost its understanding of the zeitgeist. 

Bricks

It could be said, however, that the power of Topshop died alongside the dream of the high street, making one’s resurrection impossible without the other. Take a trip down Britain’s myriad high streets, and you’re likely to find a slurry of closing down sales, shuttered storefronts and unexciting displays. New Look, River Island, Claire’s and more are facing financial woes, with many confirming the imminent closure of stores nationwide. 

Fashion United

It’s not just shopping that has changed but the shoppers themselves. Gen Y may have grown up on the British high street, but 38% now make the majority of their purchases online, signalling a desire for convenience. 

Retail Week

 “Convenience isn’t a bonus for millennials – it’s the minimum they expect,” says editor and brand strategist Steve Salter. Across all categories, Gen Yers expect “seamless movement between online and physical channels”. 

Interview with Steve Salter conducted by the author

 Additionally, their spending priorities have shifted with time 

 age. Not only do 29% prioritise memorable experiences, perhaps more than material goods, but 45% are also committed to sustainable brands. 

Barclays

Retailers hoping to drive footfall in-store will have to do more than pay homage to the heyday of Cara Delevingne and Lena Dunham, instead showing that they have grown alongside their target audience. British Gen Yers comprise almost a fifth of the population and represent the age cohort with the most spending power among younger generations, making them an important economic force for brands to win over 

Dealer Support

While utilising aspects of a brand’s history and heritage can boost ad attention by 8%, it isn’t enough to establish a brand upon, especially not one that hopes to rely on physical retail stores and outlets. 

Ipsos

Topshop’s ‘comeback’ likely confirmed the worst among executives – i.e. that its efforts to capitalise on a particular point in fashion that has since moved on would not bring its now older cohort of fans back into stores. Today, 87% of Gen Yers consider convenience extremely or very important – the highest among every generation, even Gen Z. 

Numerator

 “Ultimately, convenient shopping experiences won’t necessarily win loyalty among millennials, but the lack of convenience will lose them,” adds Salter. 

 In 2025, shoppers are less focused on nostalgia and legacy brands but more concerned with practical solutions.

What Topshop has perhaps forgotten is that while there is no single reason that Gen Yers are so motivated by convenience, their age is certainly a factor. When Topshop ruled the high-street roost, members of this cohort were in their early to late 20s, but now the majority of Gen Yers have reached their late 30s and early 40s. 

The Standard

While many Gen Y remain trapped within Generation Rent, 60% still aspire to own a home, and 56% have, in fact, become parents. 

Together

Good Innovation

 Representing the largest share of the UK workforce, Gen Y are 

 – affording their rent and the basics, saving for a home – leaving them both cash- and time-poor. Ultimately, they have the least time to hit up the high street and spend an afternoon or an evening shopping, instead leading them to resort to shopping online instead.

That doesn’t mean that bringing Gen Y in-store is a lost cause. Across the broader generational spectrum, there is a demand for more in-store experience and comprehensive online presence. While 37% of Gen Y Britons tend to purchase clothes and shoes entirely or mostly online, 28% are likely to maintain an even split between online and offline shopping (28%), and 7% still prefer to shop entirely in-store – painting a more mixed picture of the prevailing sentiment. 

YouGov

 Shelly Dar, a psychotherapist with 20 years of experience in understanding how emotion drives purchases, explains, “For Gen Y, “convenience is crucial. They juggle work, family and financial pressures so shopping needs to feel efficient as well as enjoyable. Long queues or poor stock availability can be a deal breaker.” 

Interview with Shelly Dar conducted by the author

 This speaks to a rising desire for stress-free shopping, facilitated by the likes of John Lewis, Liberty’s and more ritzier establishments that offer personalised shopping experiences and even 

, highlighting the importance of reducing friction to create a more inviting and efficient shopping experience.

If high street stores want to bring Gen Y back, it’s not enough to just offer them the same clothes they could purchase online far more easily. Reportedly, more than 56% of Gen Yers intend to spend more on experiences in 2025. 

Moneynet

 While this refers to experiences such as dining, day trips, wellness activities and festivals, it’s also possible to extrapolate from this how the cohort might prefer to shop and what can be done to bring them back in-store. Brands are now seeking to elevate their physical spaces in an effort to tap into the experience economy and Gen Y’s wallets.

A host of brands are beginning to bring forward the value of the experiential in their stores. In September, Harvey Nichols hosted 

 to commemorate the inaugural issue of Edward Enninful’s 

publication. During the summer, Havaianas partnered with Dazed Club to host an all-drinks-included party in Shoreditch, offering attendees a free pair of flip-flops to boot. 

DAZED

In an effort to promote their new dye that promises eight weeks of colour, Garnier also put on a pop-up at a smoothie bar, giving visitors free smoothies as they tested out dyes using AI technology. 

Cosmetics Business

 These brands are raising the value proposition of coming to a store to something beyond a cultural deadzone, full of limp and lifeless clothing. Aesop, for instance, has even refined its visual merchandising to fine art, while luxury brands are decorating their stores 

 to create an experience that feels more curated and refined. 

The Business of Fashion

Ultimately, shopping needs to feel like an event. Whether that’s with interactive tech, workshops or simply a visually appealing space, it’s now about more than just getting in and buying something. Dar says that, for Gen Y, “It’s less about browsing aimlessly and more about purposeful trips – quality over quantity, curated collections and spaces where staff can advise without being pushy.” 

 For example, offering personalisation such as clothing customisation or styling sessions can make the visit feel like a true immersive experience. “To win Gen Y, physical stores have to encapsulate more than just commerce hubs – they have to be 

 hubs, too,” Salter adds. “The most exciting bricks-and-mortar spaces blend retail with hospitality (restaurants, spas, gyms), cultural programming (pop-ups, exhibitions, workshops) and phygital features (interactive mirrors, app-enabled stock checks).” 

The generation that banded around the likes of Lena Dunham, Cara Delevingne and, indeed, Topshop have now reached their 30s and 40s, and as the latter’s disappointing return signals, they may very well have moved on with their lives. While nostalgia can be a vital tool to revive interest and evoke treasured memories, it’s not enough to build the foundations of a brand upon. This generation has grown, and they’ve moved towards brands that meet them where they are in their lives; think new apparel staples such as 

 – each with styles that cater to those managing the careful balancing act of life, work, children and everything in between. They’ve perhaps outgrown the brasher aesthetics they once knew, and Gen Z seems to have taken up this mantle with relative ease, which they will then pass on to Gen Alpha when their time comes. 

Essentially, many of these labels produce smaller capsule collections and signature aesthetics that make it easier to shop both in-store and online. 74% of people have walked away from online purchases due to the sheer volume of choice, while 80% say dissatisfaction with online searches is an ongoing barrier to purchase. 

It’s safe to say that the stores that are struggling in 2025 – River Island, New Look and even Shoezone – are not exactly known for their innovative or exciting in-store experience. 

Fashion Network

Small to medium brands may hold greater appeal for an in-store experience that feels more curated, items that feel less trend-seeking and, for some, further transparency around sourcing, sustainability and supply chain accountability. These values are essential for Gen Y, with 50% of Gen Z and younger Gen Yers willing to spend more for a sustainable product 

Fashion’s Finest

. “Transparency and ethics matter deeply to Gen Y,” says Dar. “Millennials are the generation that grew up with climate change and fast-fashion scandals. They do not expect perfection, but they want honesty and visible effort – for example, recycling schemes, fair supply chains, real data – not marketing spin.” 

“Millennials came of age during fast fashion’s rise and subsequent backlash, so their relationship to transparency and brand ethics is complicated,” Salter explains. “While price and convenience remain decisive, millennials care more about brand ethics and sustainability than older cohorts.” 

 Cosmetics brand Lush, which has always been opposed to animal testing, blends 

, even if their sales associates are known for being on the excessive side of helpful. This makes it not just easy but also fun and meaningful to shop in-store. “Millennials want shopping to mean something. They will spend more on fewer items if those items feel aligned with their values, identity or community,” says Dar. “A shop is no longer just a place to purchase – it is a place to connect, to be inspired and to affirm who they are.” 

If Gen Y just want an item fast, they’ll shop online. If they’re going to make the effort to go in-store, the experience has to offer something extra. Research from YouGov finds that Gen Yers are even more digitally inclined than Gen Z, with 46% preferring digital options. 

Gen Y want additional offerings that allow them to shop from a brand while also getting something else out of it – a free drink, a limited edition tote bag, personalised advice. Taking this cue, Superdrug has transformed their store in Stratford’s Westfield into an immersive playground – with the feature also rolled out in stores across the country – allowing shoppers to experiment with beauty products and social media stations with ring lights that let them share their experiences online. 

Retail Times

 “Retail has shifted into the experience economy. Millennials will come in for what online cannot provide. Personalised styling, try before you buy, events, community feel,” says Dar. “Shops that feel like lifestyle hubs offering coffee, workshops or live demos win attention.” 

 Salter adds, “Sensory and social share-friendly design fuels social sharing, while circular services (resale, repair, recycling) embed values into the store.” 

Unfortunately, nostalgia hasn’t been enough to cement Topshop’s success. “It’s a delicate balance – an alchemy of past, present and future, too. Nostalgia is powerful but risky if it’s the only lever,” Salter explains about Topshop’s relaunch strategy of tapping Cara Delevingne, which signals how much they’re relying on the past. 

 “Topshop has a strong older millennial memory halo, and its comeback trades on this affection,” he adds. “But, while nostalgia sparks short-term attention, relying on it risks retrogressive nostalgia.” 

 Classic brands need to lean into people, products and cultural moments that are having an impact today while channeling timeless aesthetics. An example is the 

Marks & Spencer collaboration with Melissa’s Wardrobe

, a brand that represents diverse luxury and influencer culture. This tie-up combines this ethos with the classic style embodied by the M&S brand. 

Glasgow Live

 “Brands need to avoid the nostalgia trap,” says Dar. “The Topshop comeback risks being seen as a retro throwback. To avoid that you have to balance heritage with relevance and new collaborations.” 

Brands looking to improve IRL footfall need to prioritise ease in their offerings – both online and in their physical stores and outlets. Above all, selling convenience is key for time-poor Gen Y. At a whopping 96%, British people aged 35 to 44 were the most likely to experience high or extreme levels of stress in 2024. 

Mental Health

 Overworked, burnt-out – the last thing they need is an understimulating and unsatisfying trip to the high street on their rare night out. And as Steve Salter says, “Millennials want retail that is useful, inspiring and values-driven. Brands that fuse convenience, cultural experience and authentic ethics while resisting the temptation to live in the past will earn their continued spending and genuine advocacy.” 

Gen Y are the biggest spenders when it comes to online shopping, with 

making the majority of their purchases digitally

 of 18–34-year-olds prioritise fun and memorable experiences, and 

 go for sustainable brands more than they did a decade ago

Brand attention increases by 8% for those that effectively utilise aspects of their history and heritage

The former glory of the British high street has yet to be restored, namely due to a lack of key players looking to shake things up and attract young people via creative and experiential in-store moments.

Following the disappointing return of Topshop online, and via London Fashion Week activations, it’s clear that nostalgia on its own merit won’t be enough to capture the millennial imagination.

Gen Y can be difficult to crack; they value convenience and memorable experiences while holding strong to their ethical and political values, particularly when it comes to high-street labels and fast fashion.

Steve Salter is a London-based editor and brand strategist. Throughout his 16-plus years in the fashion industry, he's helped ambitious luxury, retail, and lifestyle brands evolve by cultivating their place at the intersection of creativity, culture, commerce, community, consciousness, and positive change. After helping to evolve 

 from a print-first style title into a 21st-century youth media powerhouse and LN-CC from a physical-first luxury retailer into an international, brand partner collaborating fashion platform, he's currently working on his own publishing venture (to launch in Spring 2024) and consulting for a diverse portfolio of brands and agencies.

Psychiatrist with 20+ years' experience in behavioural change, specialising in how emotions drive spending habits.

Gen Y (born 1982-1996)

United Kingdom

Fashion and Style

Apparel and department stores

While brands continue to chase down Gen Z, it’s actually their predecessors, Gen Y, who wield greater spending and cultural power. The British high street, with brands including Topshop, was once a playground for must-have items, but the great retail boom has since gone bust. So, how can they pull this elusive cohort back?

Analysis

Marianne Eloise

Steve Salter

Shelly Dar

Related Macro Behaviours

Nostalgia Reimagined