Yorkshire women are more fashion conscious

​Using its Fashion Fingerprint smart technology and a sample of 39,290 women across the UK,​ ​Dressipi has lifted the lid on the shopping habits of women around the country​.

Not only are Yorkshire women more fashion conscious when it comes to their work wardrobes,​ they are also​ more likely to change their minds​ ​when it comes to occasion wear compared with the rest of the UK, returning almost half (4​4 per cent​) of​ ​dresses and skirts.

The data unveiled some unexpected Yorkshire characteristics – apparently Yorkshire women return more animal print dresses than anywhere else in the UK (69 per cent get returned), maybe reflecting a change of heart following an impulse buy.

When it comes to buying jeans, Yorkshire women are bang on trend and are likeliest to opt for flares.

However, biker jackets and fitted, flares dresses are a no-no.

Dressipi’s data is collected online directly from shoppers, via individual retailers.

Women answer a series of questions to create a Fashion Fingerprint, with Dressipi’s algorithms then matching garments with the answers to match customers’ requirements.

Sarah McVittie, ​c​o-founder of Dressipi, ​said:​ ​“It’s fascinating to explore the differing fashion trends across the UK.

“The insight this data can​ ​provide allows our retail partners to stay one step ahead of the consumer and to provide a truly​ ​personalised service to ensure women in Yorkshire and across the UK see, buy and keep exactly what​ ​works for them.”

Dressipi said its technology can reduce returns by up to 5 per cent and drives revenue for retail partners by up to 30 per cent.