Fashion's first half of 2026: records and a widening gap

Over 450 FashionUnited business articles spanning the half-year reporting season, published until Monday, describe an industry that is cautiously upbeat but sharply divided. In six out of 10 reports, companies described rising sales or improving profits, and that majority widened from July into August as second-quarter figures came in. More companies raised full-year guidance than cut it: Adidas, Ralph Lauren, Levi Strauss, Birkenstock and most US off-price and department store chains lifted their outlooks, while JD Sports, Zalando, Lululemon and Under Armour moved the other way. The mood is relief rather than confidence.