Quality and cultural relevance are competing with price for fashion shoppers’ attention, according to new research from Boston Consulting Group and WWD published on October 28, 2026.
The company-issued announcement describes a study combining a survey of 4,000 US consumers, analysis of nine million social media posts and interviews with industry leaders. Its findings cover apparel, luxury and footwear.
Some 53% of respondents identified quality relative to price as their biggest driver of value. Materials and the look and feel of a product ranked ahead of brand reputation and price when consumers assessed quality.
Sport also has a substantial role: 77% said sports and sports culture form part of their fashion decisions. Meanwhile, 46% considered cultural relevance important when choosing a brand.
The BCG report summary frames growth around changing consumer expectations. For footwear businesses, the findings suggest that explaining materials and product quality deserves attention alongside cultural positioning and promotional prices.
These are reported consumer attitudes, rather than a guarantee of future purchases. The release does not supply survey fieldwork dates or a margin of error, so its percentages should be read within the study’s stated scope.
