Key Takeaways
- Heritage reputation draws consumers in, but brands that don’t evolve their styles, quality and pricing alongside changing preferences risk losing the trust they’ve built.
- Brands with a long history feel more authentic to 78% of consumers, but 75% say established brands must keep evolving alongside changing styles to maintain that advantage.
As Americans face persistent inflation and soaring gasoline prices, a coveted cohort of consumers are directing their hard-earned dollars not toward apparel brands offering the lowest prices, but the heritage brands that have already earned their trust, according to a Wired Research survey.
True Religion, an urban casual lifestyle apparel and accessories brand for women, men and kids, commissioned the survey of 1,000 Americans aged 18-45 year old to better understand what creates value when making purchasing decisions and found that the majority of shoppers are more likely to invest deeply in heritage brands they already trust.
Among the topline finding is that nearly all (94%) consumers say they adjust how they shop when prices rise, becoming more selective about where and how they spend. However, just 20% expect to spend less over the remainder of 2026.
Why Are Shoppers Choosing Trusted Brands Over Cheaper Clothing?
Consumer no longer are searching for affordable clothing, they are looking for brands that consistently deliver products and experiences worth investing in. Consumers view heritage as a powerful signal of authenticity, credibility and lasting quality. Increasingly, however, consumers expect heritage brands to pair that legacy with continued relevance, demonstrating that authenticity and evolution are complementary as well, noted said True Religion CEO Michael Buckley.
“This data shows a shift in how consumers define value, which is no longer informed by price, but by trust earned over time,” said Buckley in a statement with the release. “Heritage is powerful, but it only matters if a brand keeps evolving alongside the people wearing it— showing up where they are, offering the styles and trends they’re looking for, and delivering on price and quality. The brands that will win in this environment are the ones staying genuinely connected to how people live and dress today.”
Michael Buckley, CEO of True Religion will be on the RetailTouchPoints.com’s Retail Remix podcast that drops on Nov. 9.
How Is Inflation Changing the Way Americans Buy Apparel?
This broader shift in consumer shopping behavior comes as persistent inflation, rising fuel costs and lingering economic uncertainty force Americans to be more deliberate about their discretionary spending, including apparel. Consumers are re-assessing how they spend, favoring meaningful purchases from the heritage brands whose reputation they trust rather than chasing the lowest price tag. Among other findings in the survey:
- Heritage Brands Emerge as Winners: 78% of consumers believe brands with a long history feel more authentic than newer brands.
- Reputation Matters: 3 out of 4 consumers say brand reputation has an impact on their purchasing decisions, and 69% of consumers are drawn to heritage brands because of their legacy and reputation.
- Heritage Without Evolution Holds No Advantage: 75% of consumers believe established brands should continue evolving alongside changing styles and consumer preferences.
According to Wired Research Founder & CEO Danielle Sherman, the most interesting finding was that consumers did not unanimously indicate plans to retreat from spending.
“Even in an environment where rising prices are putting pressure on brand loyalty, shoppers are still willing to spend with brands they trust, even if that means paying more,” said Sherman. “What we’re seeing is not simply a pullback in spending, but a more selective consumer who is making deliberate choices about which brands are worth it. That creates a real opportunity for heritage brands that continue to evolve and give consumers a reason to choose them.”
