A new Informa report reveals that 66% of US shoppers now rank value for money as their top fashion priority, with trendiness cited by just 10%. With 92% of consumers planning to change their habits ahead of expected tariff-driven price hikes, the way people think about getting dressed has fundamentally shifted.
The Value Shift Explained
66% of consumers now rank value for money as their top fashion priority, while trendiness lands at just 10%. This gap spans every income bracket and demographic. It is not a budget trend. It is a cultural reset.
Three forces are converging to drive it. Cost-per-wear thinking has shoppers favoring a durable jacket over a cheap trend-driven buy worn twice. Tariff anxiety is making every purchase feel weightier. And value itself has been redefined: durability, quality, and brand desirability now matter more than discounts alone.
Intentional Spending Replaces Impulse
Shoppers are researching textures, reading reviews on construction quality, and auditing their wardrobes before adding anything new. The path from “I love that” to “I bought that” has grown significantly longer.
92% of consumers expect to change their shopping habits due to anticipated price increases. Fashion now ranks fourth in discretionary spending behind dining, travel, and fitness. People are not abandoning style. They are simply more selective about where fashion fits into their broader priorities, and that selectivity rewards pieces built to last.
