Competitoor featured on Retail Dive: apparel sales prove resilient despite tariffs and consumer uncertainty

Competitoor featured on Retail Dive: apparel sales prove resilient despite tariffs and consumer uncertainty

We’re proud to share that Competitoor has been featured in a recent Retail Dive article analyzing the surprising rebound of the U.S. apparel market. The piece highlights how, even amid tariffs, inflationary pressure and widespread consumer anxiety, many apparel retailers are outperforming expectations, and how pricing and promotion data from Competitoor helps explain why.

Below, we break down the key insights from the article and the data points that underscore Competitoor’s role in understanding today’s retail landscape.

Apparel defies expectations in 2024

Selling apparel has never been easy. Rapidly shifting fashion trends, geopolitical uncertainty and cost pressures from tariffs made 2024 look particularly challenging for clothing retailers. Yet performance across the sector has been stronger than anticipated.

According to data from the U.S. Department of Commerce, apparel sales increased year over year in every month through October except February, in some cases growing by 6% or more. These trends translated into strong financial results in Q3, with retailers such as Gap Inc., Urban Outfitters, Abercrombie & Fitch and American Eagle Outfitters beating analyst expectations.

Brand momentum extends beyond sales

The positive results weren’t limited to revenue and margins. Analyst research from Wells Fargo showed that several brands gained notable traction in consumer attention and social media engagement during Q3.

Brands such as Gap, Old Navy, Salomon and Anthropologie recorded double-digit growth in this “heat check” metric, while Vuori and Alo Yoga also saw rising mentions. On the other hand, brands including The North Face, Vans, Free People, Tommy Hilfiger, Nike and Ugg experienced declines of 20% or more.

Marketing campaigns played a significant role. Gap’s “Better in Denim” campaign generated over 8 billion impressions and 500 million views, while American Eagle’s partnerships with Sydney Sweeney and Travis Kelce delivered more than 44 billion impressions, according to analysts.

Holiday shopping: stronger than the narrative suggests

Despite early concerns around reduced consumer spending, the apparel category posted a solid Black Friday performance. Analysts at William Blair reported high-single-digit online growth and modest increases in in-store traffic.

While the broader narrative pointed to a cautious consumer and a “K-shaped economy,” Q3 earnings told a different story. Performance was strong not only among off-price retailers, but also among more mature, full-price brands such as Gap and Abercrombie.

Other analysts, including teams at UBS and Needham, noted that while consumers may be cutting back overall, they remain willing to spend during key moments like back-to-school and the holiday season. Mall traffic observed in the Northeast during Black Friday weekend was described as particularly robust, with parking shortages at both outlet and traditional malls.

Competitoor data: higher prices, fewer discounts

A crucial insight highlighted in the Retail Dive article comes directly from Competitoor’s pricing research.

Contrary to expectations of aggressive holiday promotions, many apparel retailers are holding firm on pricing in order to protect margins. Competitoor data shows that shoppers are facing higher apparel prices compared to last year, even on discounted items:

• Handbags: +2%
• Women’s jeans: +7%
• Women’s footwear: +6%
• Women’s apparel overall: +8%

Full-price items saw even larger increases year over year.

As Maurizio Catellani, CEO of Competitoor, explained in the article, retailers are being extremely cautious about margin erosion in the current environment — and consumers appear willing to accept these higher prices.

Why consumers are still buying

Analysts believe this pricing tolerance may be linked to a broader wardrobe reset. After several years dominated by activewear and athleisure, many consumers are now refreshing their closets with more traditional and occasion-driven apparel.

Brands such as Levi’s, Ralph Lauren and Steve Madden reportedly offered the same or even fewer discounts than last year, a sign of growing confidence in demand and brand strength.

Data-driven confidence in a complex market

Being featured in Retail Dive reinforces Competitoor’s mission: helping retailers navigate complexity with accurate, real-time pricing and promotion intelligence. In a market shaped by uncertainty, resilient demand and disciplined pricing strategies are proving that data-driven decisions matter more than ever.

We’re proud that Competitoor’s insights are contributing to industry-wide conversations, and helping retailers understand when to discount, when to hold firm and how consumers truly respond.