Key Takeaways
- Social media is now the top source of fashion inspiration, cited by 37% of shoppers, ahead of friends (33%) and family (25%).
- Self-expression accounts for 40% of apparel brand loyalty, while cost accounts for just 6%, according to Alliant.
Social media has overtaken friends and family as the biggest source of fashion inspiration for shoppers— 37% of shoppers say content on platforms including Instagram, TikTok and Snapchat is their biggest influence on what they wear, beating out friends (33%) and family (25%).
The report from Alliant noted what influences a purchase is not necessarily what keeps someone coming back to the same brand. Self-expression accounts for 40% of the relative importance in apparel brand loyalty, compared with 6% for cost. The need for uniqueness accounts for 22%, while “extended self”— the extent to which possessions become part of a person’s identity— accounts for 13%.
In other words according to the report’s authors, while social media may be shaping what people see and want to wear, the meaning people attach to clothing plays a much larger role in whether they remain loyal to a brand than price does.
Why Do Shoppers Stay Loyal to Apparel Brands?
Dr Christina Tworek, PhD, who leads Alliant’s Department of Cognitive Sciences, stated social media is increasingly shaping what people want to wear.
“But our research shows that what makes them stick with a brand is much more personal,” said Dr Tworek in a statement. “Clothing is a form of self-expression, so understanding what those choices mean to people can provide a different perspective on brand loyalty. Price still matters, but identity matters much more when it comes to loyalty.”
What Is Alliant’s ‘The Why Behind the Buy’ Report?
The findings come from the first report in Alliant’s new “The Why Behind the Buy” series, which examines the factors behind consumer purchasing decisions. The inaugural report looks at the U.S. apparel market, worth an estimated $373 billion in 2026, and explores the relationship between identity, lifestyle, social influence and brand behavior.
Alliant surveyed a nationally representative sample of U.S. adults in about their clothing buying habits and motivations. The survey also explored three factors that can influence purchasing: the desire to stand out, sensitivity to what others think, and the role clothing and possessions play in how people see themselves.
Alliant then analyzed the results to identify which factors were most closely linked to different types of apparel purchasing, including frequent buying, buying specific clothing categories and brand loyalty. Other findings from the report include:
- Only 16% of shoppers say they are loyal to an apparel brand. Fewer than one in six shoppers have a clothing brand they consistently stick with.
- Brand loyalty is higher among younger generations. Just 12% of Boomers describe themselves as brand loyalists, compared with 17% of Gen X, 18% of Millennials and 19% of Gen Z. There is no meaningful difference in loyalty between men and women.
- Three in 10 shoppers buy clothes at least once a month. Frequent purchasing is more common than long-term brand loyalty.
- Just 13% of shoppers subscribe to a clothing subscription service. Among those who do, Fabletics, Stitch Fix and Adore Me are the most popular services.
The research forms part of Alliant’s “The Why Behind the Buy” series, which uses consumer data and research into psychology and behavior to examine the motivations behind purchasing decisions.
