Value for money: the critical gap between consumers' expectations and fashion brands' priorities
Fashion shoppers prioritize value for money, quality, and fit and brands focus on profitability
In my previous article about value-driven shopper behaviors that persist as economies recover, I highlighted the stickiness of their behaviors, how and where they shop, and the challenge for brands to attract them. This new article provides further insights into this important challenge for brands that starts with listening to consumers.
In two recent reports, Fashion & Technologies 2025 and US Fashion Consumer Outlook 2024, MMGNET spotlights a real disconnect between the importance consumers place on value for money, quality, and fit in their purchasing decisions and the ranking fashion businesses give to address these factors.
The 2024 US Fashion Consumer Outlook report revealed that although fashion remains in consumers top 5 categories for discretionary spending, a majority (62%) of shoppers list value for money as the main factor influencing their purchasing decisions. Meanwhile, brand and retail organizations see it as a relatively low priority.
With the fashion industry heavily focused on improving profitability by leveraging technologies, brands' priorities include reducing costs, improving efficiency, customer acquisition, customer service, and creating personalized experiences. Overlooking product value for money, quality, and fit, factors that directly drive sales, minimize returns, and boost customer satisfaction, creates a significant missed opportunity. Prioritizing these areas not only aligns with consumer expectations but also offers a clear pathway to achieving both short-term results and long-term brand loyalty.
A call to action for fashion brands
The message is simple: listen to your consumers.
Value-driven shopping behaviors are here to stay, shaping how people choose where to spend their money. By focusing on their value proposition, quality and fit, brands can rebuild trust, better engage with their shoppers, and create real, measurable growth. Not only can this help regain consumer trust, but it can also drive sustainable profitability in an increasingly competitive market.
I’m Aurelia Ammour. I’m a strategy consultant and youth culture trailblazer (I'm not an agency). I built a next-gen sneaker brand, SHOES 53045, from scratch as its CEO and CMO for 4 years. I was behind the scenes of many major strategic transformation and growth projects for notable names like LVMH, Kering, PUIG, Celine, and Loewe, collaborating closely with C-Suites. I’ve also worked as a VC. Today, I help create and develop visionary & iconic brands, products, and experiences that connect with Gen Z and are relevant in today’s culture across Fashion, Luxury, Lifestyle, CPG, and Retail sectors.