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New BCG and WWD Report Reveals What Today’s Fashion Shoppers Value Most

MARKETING

10/28/20262 min read

Decoding Growth in Uncertain Times - Boston Consulting Group (BCG) and Women’s Wear Daily (WWD).

Decoding Growth in Uncertain Times, a new report from Boston Consulting Group (BCG) and Women's Wear Daily (WWD), examines how changing consumer expectations are reshaping the fashion and retail industries. The findings suggest that shoppers increasingly prioritize product value and brand authenticity over discounts and promotional offers.

Consumers Prioritize Quality Over Low Prices

Amid declining consumer confidence, American shoppers are becoming more deliberate about their purchases, focusing on products that offer lasting value.

According to the research, 53% of consumers identify quality relative to price as the most important factor in determining a product’s value.

Style and quality now rank ahead of pricing and promotions as reasons behind recent fashion purchases.

When evaluating apparel, luxury goods, and footwear, shoppers place greater importance on materials, appearance, and how products feel than on brand reputation or price alone.

These findings suggest retailers must demonstrate tangible product quality rather than relying primarily on discounts to attract customers.

Cultural Relevance Influences Brand Preferences

Beyond product quality, consumers increasingly consider how brands connect with their interests, lifestyles, and cultural experiences.

The study found that 46% of shoppers consider cultural relevance important when choosing brands, while 60% are willing to pay more for products they perceive as original and innovative.

Younger consumers place even greater emphasis on cultural connections, with their likelihood of prioritizing cultural relevance exceeding the overall average by 10 percentage points.

Sports culture is also influencing fashion preferences, with 77% of respondents indicating that sports and related cultural trends play a role in their fashion decisions.

For brands, these findings highlight the importance of developing authentic connections with audiences through creativity, partnerships, and culturally relevant experiences.

AI Is Reshaping the Shopping Experience

Technology is becoming increasingly influential in how consumers research and evaluate products.

The report found that 91% of shoppers actively research fashion purchases before making buying decisions.

Meanwhile, 73% expressed willingness to use artificial intelligence tools that simplify product selection or help determine whether an item offers good value.

However, enthusiasm for AI-powered shopping assistance does not necessarily extend to AI-generated brand creativity.

Nearly half of respondents, 47%, indicated they would be more likely to purchase from brands using exclusively human-created creative content.

This distinction suggests retailers may benefit from using AI to improve shopping convenience while preserving human creativity in brand storytelling and marketing.

What the Findings Mean for Retailers

The research draws on a survey of 4,000 U.S. consumers, an analysis of nine million social media posts, and interviews with industry leaders.

Together, the findings point toward a retail environment where competitive pricing alone may no longer be enough to secure customer loyalty.

Brands must balance product quality, technological innovation, and cultural relevance to meet increasingly sophisticated consumer expectations.

The Future of Fashion Retail

As purchasing decisions become more intentional, retailers face growing pressure to deliver experiences and products that justify consumer spending.

The BCG and WWD research reinforces an important industry shift: consumers are seeking more than affordability. They want quality, originality, convenience, and brands that reflect their interests and values.

For fashion retailers, understanding these priorities could prove essential to building stronger customer relationships and sustaining growth in an increasingly competitive marketplace.

Access the full report here.

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