Introduction

From the growth of Chinese behemoths like Shein and Temu to emerging technologies and channels, the world of apparel is rapidly changing, and consumer habits with it. To understand how shoppers are discovering, researching, and ultimately purchasing their fashion needs and wants, Tinuiti surveyed 1,000 US adults who regularly shop for apparel in March 2024. This report contains key insights across generations and income levels that should impact where and how apparel brands market themselves.