LONDON, June 24, 2013 /PRNewswire/ --

Despite the recession forcing consumers to tighten their belt in many other areas of their expenditure, it appears that fashion is not one of them. Last year, Britons spent £59billion on clothing and footwear, an average of £900 per person, versus our European counterparts who spent a mere £700 (UK National Statistics). So why are we so blasé when it comes to spending our hard earned money on looking good? Aside from our vanity, it appears there are more concerning reasons as to why we are forced to reach deep into our pockets, and this is due mainly to the poor 'conversion rates' set by large fashion corporations.

Research from online clothing retailer iShopStyle, shows that Britons are forced to spend an average of 68% more for their imported American goods from brands such as Abercrombie & Fitch and Hollister when purchasing an identical product in a UK outlet, rather than from one of the firm's US stores. But the Americans aren't the only ones we found ripping off our tiny country. European firms such as H&M have been found to be selling clothing for up to 10% more in the UK than it charges customers who shop in their stores which charge Euros.

But what can we, the British public, do to stop ourselves from being ripped off? Enter: iShopStyle. The firm, created by University graduate Jamie Dickinson in 2007, has found itself going from strength to strength over its short lifespan. With the introduction of a huge number of brands, and an overwhelming number of different lines, the company's sole aim is to provide discount designerwear to the everyday person. No hugely expensive frills and packaging, just good quality products at an honest and reasonably price. The company has since managed to tear down the wall of artificial conversion rates for luxury American brands, and now imports products from major retailers including Abercrombie & Fitch, American Eagle, Hollister and Gilly Hicks and price matches their US retail price.

In 2012, it took on some of our home-grown brands, namely Jack Wills and Topshop, and questioned why we should be forced to part with so much cash when we want quality clothing. It has since stocked the brands and provided discounts of up to 40% off the high street prices.

It is hoped that other UK clothing retailers will take note of this new trend of consumers fighting back against unfair prices, and will take lead. Until then, we place our trust in iShopStyle and support its goals. And to help your pennies go even further, use our exclusive discount code SAVE10 for an additional 10% off their already low prices.

Contacts: Matthew Jenkins, matt.jenkins@ishopstyle.co.uk, 08443301785.

SOURCE iShopStyle