Survey finds brand authenticity and trust drive apparel spending in 2026

As shoppers in the US face persistent inflation and climbing petrol costs, individuals aged 18 to 45 are shifting their discretionary budgets toward established labels. Rather than seeking out the lowest market prices, buyers are actively investing in heritage apparel brands with proven track records, according to a survey conducted by US firm Wired Research.

The research was commissioned by US denim and lifestyle brand True Religion. Surveying 1,000 adult consumers across the US who purchased apparel within the preceding six months, the study explored how modern shoppers assess product value during times of heightened economic volatility.

“This data shows a shift in how consumers define value, which is no longer informed by price, but by trust earned over time,” said True Religion chief executive officer Michael Buckley. “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.”

Heritage and authenticity drive retail purchases

Survey results indicate that 94 percent of respondents adapt their shopping habits when living costs climb, exhibiting greater scrutiny in where they allocate discretionary funds. Only 20 percent of participants expect to decrease overall apparel expenditure through the rest of 2026.

Brand history remains a key deciding factor for purchasing decisions. Seventy-eight percent of respondents consider companies with established operational histories to be more authentic than emerging market competitors.

Three out of four respondents stated that brand reputation actively influences purchasing choices. A further 69 percent confirmed they gravitate toward heritage labels specifically because of an established legacy.

Consumer expectations demand ongoing evolution

Product legacy without modern relevance offers diminished commercial advantages. Seventy-five percent of surveyed consumers noted that established labels must continuously update styling and product assortments to match evolving cultural preferences.

Wired Research founder and CEO Danielle Sherman highlighted that customer spending patterns demonstrate calculated refinement rather than a general sales collapse across categories.

“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,” explained 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.”

The survey was completed online between June 1, 2026 and June 12, 2026, targeting participants who purchased jeans, casual tops, bottoms, or streetwear pieces. True Religion maintains retail stores, an e-commerce platform and wholesale accounts, working toward one billion dollars in annual turnover.