The Influence of Brand-Conscious Shoppers in a Price-Sensitive Market
By Editor • August 25, 2026 • 1 min read
In an era where consumers are tightening their belts due to inflation and rising production costs, a distinct group remains unwavering in their brand loyalty. According to a recent YouGov report, while only 24 percent of U.S. consumers prioritize brand when shopping for clothing, those who do are significantly more likely to splurge.
Brand-conscious shoppers have shown a willingness to spend over $200 on clothing in the last three months, a stark contrast to their price-sensitive counterparts, many of whom purchased nothing during that time. This demographic is predominantly younger, with 53 percent being male, and includes a sizeable representation of Millennials (32 percent) and Gen Z (28 percent).
Quality drives their shopping decisions, with 25 percent identifying it as their main motivation, compared to just 15 percent of price-conscious consumers who consider brand loyalty. Nike leads the pack as the most favored brand among this group, with 57 percent looking to buy from them next, followed by Adidas and Levi’s. This trend highlights the ongoing relevance of trusted brands in a fluctuating retail landscape.
Source: wwd.com
