New Study Finds Consumers Value Trust Over Price When Shopping for Apparel

Wired Research data shows consumers are targeting their spending toward trusted heritage brands, even amid rising costs 

LOS ANGELES, Oct. 27, 2026 /PRNewswire/ -- As Americans face persistent inflation and soaring gasoline prices, 18-45 year old U.S. 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 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.  

Key findings from the survey include:

• Consumers Remain Selective but Are Still Spending: 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.
• 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.

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. 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."

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. 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."

Today's consumer is not simply searching for affordable clothing. Instead, they are looking for brands that consistently deliver products and experiences worth investing in. Value is no longer defined by price alone. Instead, consumers view heritage as a powerful signal of authenticity, credibility and lasting quality. Increasingly, however, consumers also expect heritage brands to pair that legacy with continued relevance, demonstrating that authenticity and evolution are complementary.

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.

Key Facts

Q: What do consumers want from apparel brands?

• Brands that pair established credibility and emotional connection with continued cultural relevance.
• Consumers are increasingly rewarding brands that can outfit them across multiple occasions, product categories and everyday needs.

Q: What is the most important piece of information from this report?

• U.S. consumers are placing a higher value on the apparel brands they trust, versus the brands that offer the lowest prices, even amid inflationary pressures and macroeconomic uncertainty.
• This suggests that heritage brands are better suited to weather the inflationary storm than newer apparel brands boasting low prices. 

Q: What methodology was used for this report?

• The True Religion Apparel Survey reached a total of 1,000 US adults ages 18-45. All respondents made an apparel purchase (jeans/denim, casual tops, casual bottoms, streetwear/fashion basics) for themselves in the last 6 months. The survey was conducted online between June 1, 2026 and June 12, 2026. The study has a margin of error of +/- 3.1%.

Q: Who is True Religion?

• True Religion is an authentic and accessible omnichannel lifestyle apparel and accessories brand fueled by strong brand equity rooted in design, quality and breadth of offering.
• The brand delivers on what its customers care about most – quality, style and authenticity – while maintaining continued cultural relevance.

Q: What makes True Religion unique?

• True Religion's loyal core customer base comprises large urban casual (which is growing 1.7x faster than the broader apparel market), but its influence extends further, capturing new customers from additional demographics.
• Led by an invigorated, results-driven team, and powered by a diverse omnichannel approach, True Religion sees industry-leading growth, profitability and free cash flow, on a path toward $1B in annual sales.

Q: Where can I shop True Religion products?

• True Religion products are available in True Religion stores, online at truereligion.com, and in select retail partners nationwide.

About True Religion:
Founded in 2002, True Religion, an urban casual lifestyle apparel and accessories brand for women, men and kids, quickly became a global icon by redefining fashion with its bold Super T stitching and innovative construction. Worn by artists, athletes and style pioneers, the brand is rooted in self-expression and individuality. Today, True Religion continues to evolve while staying true to its heritage – blending timeless craftsmanship with modern influences. Offering high-quality denim, sportswear, accessories and more for men, women and kids, True Religion remains a go-to for those who live boldly and authentically.

SOURCE True Religion