What: A WWD and BCG report based on 4,000+ U.S. consumer survey responses and 10 executive interviews finds fashion shoppers weighing style, fit and quality ahead of price, and names product, cultural leadership and selective use of AI as the growth levers.

Why it is important: U.S. fashion shoppers judge value by what a product delivers rather than what it costs, and when price becomes a barrier they change where they buy, not what they want.

Amid falling U.S. consumer confidence, BCG's survey finds shoppers in every income group becoming more deliberate: 79% are more selective about discretionary spending, 91% research fashion purchases rather than rely on familiar brands, and only 14% cite impulse as a top-five driver of their latest purchase. Style, fit and quality now outrank price and promotions, and 53% see quality for the price as the main driver of value. Of the 40% who walked away from a purchase over price or value, 71% shop at outlet or factory stores.

About one in four U.S. adults is a current, lapsed or potential GLP-1 user, and BCG's directional estimates, based on self-reported data, put the apparel and footwear tailwind at $2.6B in 2026 and $5.8B by 2030, with a growing need for fitting rooms and styling services. Of the 77% of fashion consumers who engage with sport, 66% believe fashion brands have a natural role in major sporting events. Cultural relevance matters more to younger shoppers, and 54% of consumers prefer brands that create trends over those that follow them. On AI, 42% use it when shopping, up from 37% in 2025, yet 95% have concerns about AI-assisted shopping.

IADS Notes: BCG and Altagamma's luxury survey found 70% of consumers walking away from purchases they considered unjustified, with design, craftsmanship and quality ranking ahead of logo visibility (BCG, July 2026). In Saudi Arabia, BCG found value for money, functionality and price leading purchase criteria, only 31% of purchases involving a pre-chosen brand, and 85% of consumers calling a physical store important or essential to their decision (BCG, October 2026). The Financial Times reported that GLP-1 use is lifting mall traffic and demand for smaller sizes, pushing retailers to rework inventory and add wellness-oriented lines (Financial Times, May 2026). Breuninger and adidas used the 2026 World Cup for a sports bar and citywide activations in Stuttgart (Press Release, June 2026). A separate BCG survey of retailers found agents taking over discovery while checkout stays with the shopper, with only 4% of consumers willing to let an agent complete a purchase (BCG, October 2026).

US fashion shoppers put quality and fit ahead of price