We’ve certainly seen shifts in consumer buying habits not only because of post-pandemic, but also the reason behind one’s purchase. No longer is there any room to factor in fast fashion because tariffs and a tough economy leave no room for disposable income. But that doesn’t mean we’re not buying, we’re putting our hard earned money into apparel, shoes, and accessories that give us a long term benefit. Fashion By Informa presents its U.S. Consumer Outlook for 2026 which addresses how it’s less about trends and more about staples holding up longer.

There are 2 spectrums of sustainability, the most obvious is through organic and vegan materials that easily break down or can be recycled. But the labor and materials to produce all those environmentally friendly fashion are expensive. And you for sure pay the price. So sustainability has been sought out in alternate ways by finding items with durability as we now buy our items that are going to last longer. Brands and retailers now have to pivot to offering items not only with value, but value about how that product is going to suit your customer to their benefit.

This now leads to buying with intention because consumers are seeking out comfort, activewear, street wear, and cadence. Items for consumers must now serve purpose for aspects like wellness, day-to-day commuting, exercise, gym, and even a distinct style that suits you. Even though demos 18-35 years old are the ones who continue to drive fashion, they’re also not being frivolous since their buying power is also limited due to uncertainty.

Brands and retailers must keep their relationships strong so they can create products with value where the product is made with high quality and high functionality. Even at a low price point, you can make an intentional item and you may be willing to pay more for it.

DANIEL QUINTANILLA