Almost four in 10 say social content is their biggest influence on what they wear, but new Alliant report finds that when it comes to brand loyalty, what clothing says about who you are matters nearly seven times more than cost
Social media has overtaken friends and family as the biggest source of fashion inspiration for shoppers, according to new research from Alliant.
Almost four in 10 shoppers (37%) say content on platforms including Instagram, TikTok and Snapchat is their biggest influence on what they wear. That compares with 33% who cite friends and 25% who cite family.
But what influences a purchase is not necessarily what keeps someone coming back to the same brand.
Alliant‘s research found that self-expression accounts for 40% of the relative importance in apparel brand loyalty, compared with 6% for cost. The need for uniqueness accounts for 22%, while “extended self” – the extent to which possessions become part of a person’s identity – accounts for 13%.
In other words, while social media may be shaping what people see and want to wear, the research suggests that the meaning people attach to clothing plays a much larger role in whether they remain loyal to a brand than price does.
The findings come from the first report in Alliant’s new “The Why Behind the Buy” series, which examines the factors behind consumer purchasing decisions. The inaugural report looks at the U.S. apparel market, worth an estimated $373 billion in 2026, and explores the relationship between identity, lifestyle, social influence and brand behaviour.
Other findings from the report include:
- Only 16% of shoppers say they are loyal to an apparel brand. Fewer than one in six shoppers have a clothing brand they consistently stick with.
- Brand loyalty is higher among younger generations. Just 12% of Boomers describe themselves as brand loyalists, compared with 17% of Gen X, 18% of Millennials and 19% of Gen Z. There is no meaningful difference in loyalty between men and women.
- Three in 10 shoppers buy clothes at least once a month. Frequent purchasing is more common than long-term brand loyalty.
- Just 13% of shoppers subscribe to a clothing subscription service. Among those who do, Fabletics, Stitch Fix and Adore Me are the most popular services.
Dr Christina Tworek, PhD, who leads Alliant‘s Department of Cognitive Sciences, said: “Social media is increasingly shaping what people want to wear, but our research shows that what makes them stick with a brand is much more personal. Clothing is a form of self-expression, so understanding what those choices mean to people can provide a different perspective on brand loyalty. Price still matters, but identity matters much more when it comes to loyalty.”
The research forms part of Alliant’s “The Why Behind the Buy” series, which uses consumer data and research into psychology and behaviour to examine the motivations behind purchasing decisions.
To find out more about Alliant, visit https://alliantinsight.com
Methodology
Alliant surveyed a nationally representative sample of U.S. adults in February 2026 about their clothing buying habits and motivations for its “The Why Behind the Buy: How Identity, Lifestyle, Social Influence, and Brand Meaning Shape Apparel Decisions” report. The survey also explored three factors that can influence purchasing: the desire to stand out, sensitivity to what others think, and the role clothing and possessions play in how people see themselves. Alliant then analysed the results to identify which factors were most closely linked to different types of apparel purchasing, including frequent buying, buying specific clothing categories and brand loyalty.
Source: Alliant
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