Fashion’s concept of value is shifting. It’s no longer just about affordability and quality—it now includes sustainability, personal expression, and long-term benefits. Understanding this evolution is critical for brands looking to connect with today’s consumers.

With rising costs of goods and increasing tariffs, prices are set to climb. As a result, consumers will either turn to bargain hunting or demand higher justification for paying full price. For brands looking to maintain margins and encourage splurges on more expensive items, understanding what consumers truly value is more important than ever.

Beyond Price: A New Definition of Value

While 75% of Americans still see value as “affordable price for quality,” younger generations, especially Gen Z, are redefining what matters:

• They are 93% more likely to value “ethical and sustainable production,” driven by growing environmental awareness.
• 72% more likely to prioritize “resale potential,” reflecting the rise of circular fashion.
• 71% more likely to emphasize “trendy design” as a key factor, highlighting the importance of staying relevant.

This shift signals a deeper, more thoughtful approach to fashion consumption, particularly among younger demographics.

Personalization and Uniqueness

Consumers today are looking for fashion that reflects their individuality, moving away from mass-market trends:

• Gen Z is 64% more likely to value “uniqueness,” such as limited editions and personalized options.
• Men are 43% more likely to see value in standing out through fashion—a signal for brands to create products that offer exclusivity and status.

Brands that embrace customization and exclusivity can better meet these expectations, building deeper loyalty.

Long-Term Benefits vs. Short-Term Gratification

The tension between long-term value and price remains strong across generations:

• Gen X is 30% more likely to prioritize durability and timelessness.
• Millennials are 38% more likely to focus on price.
• Jeans: Men drive this market, being 43% more likely to look for long-term durability in their denim.
• Sportswear: Gen Z is 35% more likely to link sportswear to long-term benefits, signaling opportunities for brands to emphasize durability and performance.
• Shoes/Sneakers: 51% of consumers value the mix of price and long-term durability.

This highlights the need for brands to balance affordability with longevity to appeal to diverse audiences.

Implications for Brands

To stay relevant, fashion brands must align with these shifting perceptions of value:

1. Emphasize sustainability through ethical production and transparency.
2. Offer personalization and exclusivity to meet demand for uniqueness.
3. Balance quality, style, and durability to meet both price-driven and long-term value mindsets.
4. Create emotional connections through storytelling and meaningful brand experiences.

By adapting to these evolving priorities, brands can deliver the value consumers seek and build lasting loyalty in an increasingly competitive market.

⭐️ Looking for more insights? Check out our Denim Styles Report.

*All research was conducted by MakerSights using our Consumer Intelligence platform, we engaged with 500 consumers across the United States.