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2026 Apparel Marketing Study
The GLP-1 effect and the role of inflation, AI, and video in shaping the apparel customer journey
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The apparel industry is perpetually tasked with adapting to and staying ahead of the latest trends, whether in consumer preferences, technology, or the macroeconomic environment. As apparel brands look to close out 2026 on a high note, their customers continue to navigate the impacts of inflation and are evolving how they discover and purchase products in the age of AI. Widespread use of GLP-1 medications for weight loss is also having a growing influence on apparel spending expectations and consumers’ embrace of resale and rental options.
To better understand these trends and how they stand to shape the apparel industry in the months ahead, Tinuiti surveyed 1000 U.S. apparel shoppers in July 2026. The results reveal the generational differences in the path to an apparel purchase and a consumer who is increasingly value-conscious yet willing to spend when driven by lifestyle changes.
Many Apparel Shoppers Expect To Ramp Up Spending, Spurred in Part by GLP-1 Weight Loss
Asked how they anticipate their apparel spending will change over the next year, 25% of respondents expect to increase their spending, more than double the 11% share who expect to spend less. Most respondents, 64%, plan to spend about the same amount on apparel.
At least part of the optimism in apparel spending levels can be attributed to the rising use of GLP-1 medications like Ozempic and Wegovy, which 27% of all respondents have used to lose weight. Among that group, 40% plan to spend more on apparel over the next year.
Younger respondents are most likely to turn to GLP-1 products, as nearly half of Gen Z and millennials have either used them or are interested in using them in the future, compared to just a third of Gen X and older respondents.
Fresh Data to Power Your Strategy in 2026 and Beyond
This report covers key data points on how shoppers are approaching every step of the customer journey from discovery to purchase (and even returns). Some of the findings include:
- The importance of video across television, streaming, and social media in driving product discovery.
- The role of online and in-store touchpoints in the customer journey and how the lines between them are blurring.
- How apparel shoppers are changing their habits due to inflation, from promo-hunting to increasingly purchasing second-hand items.
- The most common use cases of AI tools for apparel shoppers today.
The COmplete Apparel Marketing Study Vault
