Agenda-setting intelligence, analysis and advice for the global fashion community.
As Western European economies sputter, China confronts its own slowdown and the Middle East contends with conflict, the US market stands out as a uniquely resilient engine of growth for global brands.
According to the National Retail Federation, retail sales in the country are projected to top $5.6 trillion in 2026, and as of September have already risen more than 5 percent compared with 2025. The strength of this market comes down to two primary dynamics: American shoppers’ willingness to keep spending and an expanding class of affluent consumers.
Recent economic data suggests that, beyond the wealthy, there is robust demand across all income tiers. At the same time, consumer behaviour has fundamentally decoupled from traditional wealth brackets, which means the long-held retail playbooks that governed expansion are becoming obsolete.
The split in today’s US market is no longer between rich and poor shoppers. Every American is scrutinising the price-to-value exchange for every purchase, and regularly trading up — or down — for the right item, regardless of income level.
In this memo to The Business of Fashion’s Executive Members, learn more about:
- What’s driving the US consumer economy, and where particular bright spots lie
- Nuances of the luxury sector’s potential in this market
- Where Americans are moving to and how brands should adjust their store strategies
- How US shoppers think about price and value
