Consumer Behavior

Shoppers paying close attention to quality

Generated by AI/Adobe Stock

October 29, 2026

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Consumers are scrutinizing quality given increasing prices, with a majority stating price and quality need to align.

That's a top finding of the AlixPartners 2026 Consumer Sentiment Index, which surveyed more than 9,000 U.S. consumers to examine how evolving shopping habits, emerging technologies and shifting expectations around value are influencing purchasing decisions across the fashion industry.

The study also revealed just 10% of consumers begin product discovery with AI, and most aren't ready to let AI agents make fashion purchases on their behalf, according to a press release.

Beyond AI, the report findings point to new challenges for apparel retailers as growing GLP-1 use affects sizing demands and inventory planning.

"AI is beginning to change how consumers shop, even if they're not yet ready to let it make purchasing decisions for them," Sonia Lapinsky, global lead of fashion and partner and managing director at AlixPartners, said in the release. "Retailers need to recognize that this shift is coming and start preparing now. Those that wait until AI-driven shopping becomes mainstream risk falling behind."

The report found 87% consider product availability important, 84% value clean, easy-to-navigate stores and 81% prioritize access to helpful store associates.

By comparison, 57% consider innovative shopping technology important, underscoring the need for retailers to balance new capabilities with consumers' existing expectations.

The data also revealed physical stores are making a comeback. Consumers are treating shopping in a store as a social and hands-on activity and stores as a"third space" between home and work.

The survey polled more than 9,000 consumers on their preferences and priorities across 140 retailers and nine retail sectors.