US Fashion Consumers Prioritize Value, Threatening Industry Margins
Event summary
- Fashion by Informa released its 2026 US Fashion Consumer Outlook Report on February 11, 2026.
- The report is based on a December 2025 survey of 1,032 US consumers aged 18+, alongside expert interviews and research.
- 66% of consumers prioritize 'value for money' when shopping for fashion, significantly outweighing 'trendiness' (10%).
- Fashion spending ranks fourth behind dining, travel, and fitness, indicating increased competition for discretionary income.
- 92% of consumers plan to adjust shopping habits due to anticipated tariff increases, potentially impacting brand volumes.
The big picture
The report highlights a fundamental shift in US consumer behavior, moving away from trend-driven purchases towards a focus on value, durability, and functionality. This trend, coupled with increased competition from experiential categories and the impact of tariffs, poses a significant challenge to the fashion industry's traditional business models and margin structures. The findings suggest a need for brands to prioritize customer engagement, purpose-driven storytelling, and a focus on quality over fleeting trends to maintain relevance and loyalty.
What we're watching
- Margin Defense
- Brands will need to demonstrate a clear path to maintaining profitability amidst rising costs and heightened price sensitivity, potentially through supply chain optimization or premium product offerings.
- Experiential Integration
- The fashion industry's ability to successfully integrate experiential elements – such as wellness or personalized services – will be crucial for retaining consumer attention and justifying price points.
- Fit Technology
- The adoption and refinement of fit technology will be a key differentiator, as poor fit continues to be a significant barrier to purchase and a driver of returns.
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