AlixPartners: shoppers demand greater value as AI reshapes fashion retail

Fashion shoppers are placing greater emphasis on quality, transparent pricing and in-store service, while remaining cautious about artificial intelligence (AI) making purchasing decisions for them, according to new research from AlixPartners.

The consultancy’s 2026 Consumer Sentiment Index, based on a survey of more than 9,000 US consumers conducted in July, found that 86 percent believe price and quality must align, while 88 percent consider transparent pricing important.

The findings come as average advertised full prices for women’s apparel increased 15 percent over the two years to August 2026, according to AlixPartners’ analysis.

AI adoption remains relatively limited, with 10 percent of respondents beginning product discovery through AI. This rises to 14 percent among Gen Z and millennial consumers. Most shoppers are not yet ready to allow AI agents to purchase fashion products on their behalf.

“Retailers need to recognize that this shift is coming and start preparing now,” said Sonia Lapinsky, global lead of fashion at AlixPartners. “Those that wait until AI-driven shopping becomes mainstream risk falling behind.”

The report also highlights changing social commerce habits. While 81 percent of respondents had purchased through social platforms at least once during 2026, the importance of influencer partnerships among specialty retail shoppers declined by one-third year on year. Interest in brand collaborations, meanwhile, increased.

Physical retail remains important, with 87 percent of consumers prioritising product availability, 84 percent valuing clean, easy-to-navigate stores and 81 percent seeking helpful store associates. By comparison, 57 percent considered innovative shopping technology important.

The research also points to changing apparel requirements linked to growing GLP-1 medication use. Among activewear shoppers, the importance of consistent fit and sizing rose from 29 percent in 2025 to 54 percent in 2026, highlighting potential implications for retailers’ product assortments and inventory planning.