Winners and Losers in the Global Apparel Market, 2026
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The 2026 Winners and Losers in the Global Apparel Market report includes analysis of the performance of the key global apparel players, with 2026 market share estimates for the top 20 brands.
Shein saw its first slight market share decline in 2025, plagued by the introduction of high US tariffs and the closure of the de minimis exemption it had massively benefited from over the past few years. The pressure will only intensify in 2026, as the EU has also tightened its own de minimis rules since July,stripping away much of the pricing advantage that powered the brand’s rise in its two largest regions. Continued expansion into the rest of the world will soften the blow, but it will not be enough to offset the damage, leaving Shein on course for a steeper share loss in 2026. Its retreat leaves opportunities for other value players such as Primark and Target to regain consumers Shein had taken, its though as it stands neither has been able to fully capitalise on it,held back by structural issues of their own, namely a lacklustre online presence for Primark and a product offering that still needs work at Target.
Scope
Fast fashion brands continue to thrive. Sportswear specialists focusing on lifestyle credentials come out on top. Luxury players hit by a slowdown among aspirational shoppers. Global brands with American heritage struggle with international desirability.
Key Highlights
Shein’s meteoric rise to abruptly stop amid regulation changes
Sportswear brands able to capture cultural relevance will continue winning share
Hermès and Chanel are set to fully capitalise on an improving luxury sector
Premium brands will continue to pick up aspirational shoppers priced out of luxury
Reasons to Buy
Understand which are the winning and losing players in the global apparel market.
Access estimates of 2026 market shares for the top 20 global apparel brands.
Adidas
Shein
Zara
UNIQLO
H&M
Louis Vuitton
Skechers
New Balance
Hermes
Puma
Primark
Lululemon
Chanel
Levi's
Target
Jordan
Decathlon
Old Navy
Gucci
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