FASHION by Informa Releases 2026 US Fashion Consumer Outlook Report

Report reveals shifting consumer priorities and the need for fashion brands to adapt to a more intentional, value-driven shopper base.

Published on Feb. 11, 2026

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FASHION by Informa has unveiled the 2026 US Fashion Consumer Outlook Report, a comprehensive report designed to guide fashion companies in navigating the evolving preferences of US consumers. The report, based on a nationally representative survey of over 1,000 US consumers, expert interviews, and in-depth research, provides actionable insights into the key trends shaping the future of the fashion industry.

Why it matters

The findings reveal a significant shift in consumer behavior, with shoppers prioritizing value, quality, and functionality over trendiness and impulse purchases. As the fashion industry faces increased competition from experiential categories such as dining, travel, and fitness, brands and retailers must adapt to meet the demands of a more intentional and value-driven consumer base.

The details

The 2026 US Fashion Consumer Outlook identifies several critical trends that will define the industry in the coming years. Key findings include: 1) Value for money is paramount, with 66% of consumers identifying it as their top priority when shopping for fashion; 2) Fashion faces growing competition from experiences, ranking fourth among discretionary spending categories behind dining out, travel, and fitness; 3) Price sensitivity amid tariff increases, with 92% of consumers planning to adjust their shopping behavior; 4) Size and fit remain a barrier, with 64% of consumers citing it as their top concern; and 5) The rise of intentional shopping, with consumers shifting from impulse-driven purchases to those focused on functional needs and occasion-led purchases.

  • The 2026 US Fashion Consumer Outlook report is based on a nationally representative survey of 1,032 US consumers aged 18 and older, conducted in December 2025.
  • The research is further supported by expert interviews with leading fashion brands and retailers, as well as desk research conducted by BoF Insights, the advisory arm of Business of Fashion.
  • The report also includes comparisons to the 2024 edition, which surveyed 1,248 US consumers.

The players

FASHION by Informa

A vital resource for the global fashion community, offering timely insights, research, and thought leadership that empower brands, retailers, and industry professionals to stay ahead in the market.

Greg Kerwin

The Senior Vice President of FASHION by Informa.

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What they’re saying

“Today's consumers are approaching fashion spending with intentionality, not impulse. They're willing to spend, but they're looking for high-quality, durable, or classic, staple products at competitive price points. Success will require a strategic pivot toward more focused consumer engagement, purpose-driven storytelling, and superior offerings.”

— Greg Kerwin, Senior Vice President, FASHION by Informa (businessinsider.com)

The takeaway

The 2026 US Fashion Consumer Outlook report highlights the need for fashion brands and retailers to adapt to a more intentional, value-driven consumer base. By prioritizing quality, durability, and emotional connections over trendiness and discounts, brands can better meet the evolving demands of today's shoppers and remain competitive in an increasingly experience-driven market.