Dive Brief:
- The rising usage of GLP-1 weight-loss drugs is having a substantial impact on apparel industry trends as shoppers change sizes and lifestyle habits, according to a Circana report.
- With some 23% of all U.S. households using GLP-1 medications as of September — up four percentage points from the prior year — 80% anticipate the need for new clothing due to their size changing and 55% have already purchased new clothing or footwear primarily for that reason.
- Apparel purchases were already being affected, Circana found. Sales of larger bras (42+ band and D cup sizes) slowed while mid- to small-size bra sales increased, an early indication of a potentially major shift.
Dive Insight:
As more shoppers use weight-loss drugs, the apparel industry is already seeing shifts in consumer buying patterns.
Shoppers are buying apparel to meet the needs of not just their new body sizes but also accompanying lifestyle changes, Circana found. During their first year of GLP-1 use, such households bought more active shorts, jeans, casual pants, bras and dresses, a reflection of changing routines and higher confidence in addition to smaller sizing needs.
While Circana predicts the apparel industry as a whole will show modest gains in 2026, GLP-1 related fashion purchases could represent incremental demand, and retail categories based around body transformation, wellness and comfort may outperform the rest of the market. Footwear could also be a beneficiary as shoppers refresh their closets and lifestyles.
“With GLP-1 adoption accelerating, size is changing, but so is identity,” Kristen Classi-Zummo, apparel industry adviser at Circana, said in a statement. “GLP-1 usage extends beyond the physical implications; it’s a catalyst for redefining personal style. As consumers rebuild their wardrobes, they’re reassessing what fits, what flatters, and what feels aligned with their lifestyle. Brands that plan for both the physical and emotional elements will lead. This isn’t a trend — it’s a structural change for the apparel industry.”
Some plus-size retailers are already feeling the effects of increased GLP-1 usage. Destination XL reported its fourth quarter total sales were down 6% year over year, with a net loss of $29.6 million. The retailer’s CEO told analysts that GLP-1 usage, thought to be used by about 25% of its customers, was causing many customers to move around in size and causing “volatility” in its business.
Women’s plus-size retailer Torrid also experienced a sharp drop over the fourth quarter, reporting a 14% drop in sales. In the midst of an ongoing turnaround, Torrid closed 151 stores in 2025 and has lowered prices on about a third of its current stock.
