How to Outperform in the US Market
The US has emerged as fashion’s most important growth market, with retail sales expected to increase 4.4 percent to $5.6 trillion in 2026. To win in the country, brands need to understand where and how to reach US shoppers, who are scrutinising the value of every purchase and shopping across price points, regardless of income level.
Amidst the economic struggles of Western Europe, a slowdown in China, and ongoing conflicts in the Middle East, the US market emerges as a uniquely resilient engine of growth for global brands. Retail sales are projected to exceed $5.6 trillion in 2026, already surpassing a 5 percent increase compared to 2025 as of September. This market's strength stems from two main factors: American consumers' continued willingness to spend and the emergence of an affluent consumer class.
Recent data indicates that this growth is not limited to the wealthy, but extends across all income levels.
The traditional retail playbook, which governed expansion based on wealth brackets, is becoming outdated. Today's US market is no longer divided between rich and poor shoppers. Every American now scrutinizes the price-to-value exchange for every purchase and frequently upgrades or downgrades purchases based on perceived value. This memo to The Business of Fashion's Executive Members delves deeper into these findings.
Written by urgent.news from Business of Fashion's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
