Global fashion brands and retailers anticipate increasing prices by a significant 20% on average as a consequence of US trade tariffs, according to exclusive data from JOOR*, the fashion industry’s leading wholesale management ecosystem.
Results of JOOR’s recent Tariff Survey, gathering feedback from its vast global network of brands and retailers, lay out the impact which recently announced tariffs could have on the global fashion industry. 85% of brands reported they will be increasing their product prices as a result of tariffs, passing on either part or all of the tariff costs. For retailers, 96% of US-based retailers and 82% of non-US retailers confirmed they will be increasing their prices as a result of tariff costs. JOOR’s exclusive survey data also reveals that 54% of US brands are not planning to make changes to their supply chain to increase domestic production. On the other hand, as a result of tariffs, 76% of non-US brands are changing their selling strategies and prioritizing partnering with retailers outside the US.
In addition, JOOR transaction data reveals that non-US brands conducting business with American retailers on average generate 20% of their sales from the US market. A significant 21% of these brands are highly exposed to the US market, driving more than half of their sales from the American fashion wholesale channel.
From a retailer perspective, JOOR’s survey data shows the vast majority (75%) of non-US retailers are planning to decrease their investment in US brands. While 45% of US retailers said their investment in US brands will remain unchanged, a significant 49% confirmed their plan to increase investment in domestic brands. Before the tariff announcement, JOOR’s Spring Market Survey 2025 asked retailers about their investment in international brands, with 47% confirming that they were increasing investment in international brands.
Post tariff announcement, this sentiment dramatically shifted with only 20% of retailers now planning to increase investment in international brands.
Amanda McCormick Bacal, SVP of Marketing at JOOR, comments: “Concern over recently announced tariffs is causing significant flux within the global fashion industry. Brands preparing for market report plans to increase prices, source from alternate countries, and produce tighter collections. Retailers are similarly adjusting their buying strategy and looking to nurture new brand partnerships to help mitigate the impact of tariffs. In these uncertain times, JOOR’s unique ability to integrate real-time transaction data with exclusive network survey findings offers meaningful insights—equipping brands and retailers with the actionable intelligence they need to make informed decisions heading into the new season.”
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