Consumer Behavior

Brand history important aspect for consumers

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November 2, 2026

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A majority of consumers, 78%, believe retail brands with a long history are more authentic than a newer brand and three out of four shoppers said brand reputation has an impact in purchasing decisions.

Those are findings from a Wired Research survey commissioned by True Religion, a casual lifestyle apparel brand.

The survey, which polled 1,000 American consumers on purchasing decisions, also revealed consumers are spending with brands that have earned their trust, according to a press release.

"This data shows a shift in how consumers define value, which is no longer informed by price, but by trust earned over time. Heritage is powerful, but it only matters if a brand keeps evolving alongside the people wearing it — showing up where they are, offering the styles and trends they're looking for, and delivering on price and quality. The brands that will win in this environment are the ones staying genuinely connected to how people live and dress today," True Religion CEO Michael Buckley said in the release.