Nike is the most considered fashion brand in the United States, according to YouGov’s new U.S. fashion retailer rankings 2026 report, which analyzes the apparel, footwear, and accessories brands Americans are most likely to consider purchasing. 

Based on YouGov BrandIndex data collected from more than 32,600 U.S. adults between February 1, 2025 and January 31, 2026, the report examines how leading brands perform across three key measures: consideration, quality, and value. 

Nike ranks first overall in consumer consideration, with 36.3% of Americans saying they would consider purchasing from the brand when shopping for clothing, footwear, or accessories. Skechers and Levi’s follow closely behind at 35.5% each, while Old Navy (32.8%) and New Balance (30.2%) round out the top five most considered fashion brands in the country. 

“Fashion brands succeed when they balance relevance with trust,” said Ashley Brown, Senior Director at YouGov America. “Athletic brands like Nike have become everyday lifestyle choices for younger consumers, while heritage names such as Levi’s and Skechers continue to resonate with older audiences. The strongest brands today are those that deliver consistently on both perceived quality and value.”

The report also highlights the most loved and most hated fashion trends among U.S. consumers. Among the most widely appreciated fashion trends: “quiet luxury” (53% love or like), color-tinted sunglasses (49% love or live), sustainable or eco-friendly clothing (46%), cowboy/western boots (44%), gender neutral clothing (37%), and matching athleisure suits (36%).

Key findings 

Nike dominates among younger shoppers

• Nike leads among younger shoppers, with 55.4% of Gen Z adults and 53.6% of Millennials saying they would consider purchasing from the brand. 

Heritage brands resonate with older Americans

• Among Gen X consumers, Levi’s ranks as the most considered fashion brand (39.7%), while Skechers leads among Baby Boomers and older shoppers (45.5%). 

Skechers shows the strongest momentum

• Skechers recorded the largest year-over-year increase in consideration, rising 2.1 percentage points to reach 35.5%, placing it second overall. 

Levi’s leads on perceived quality

• Levi’s ranks highest in perceived quality with a Quality score of 54.1, ahead of Nike (47.8) and New Balance (43.6). 

Value perception favors everyday retailers

• Old Navy ranks first for perceived value for money with a Value score of 36.7, ahead of Levi’s (35.1) and Skechers (35.1). 

A fashion market shaped by performance and heritage

Across the rankings, brands that combine strong quality perceptions with strong value perceptions tend to achieve the highest levels of consumer consideration.

At the same time, the report highlights that multiple brand strategies can succeed. Athletic brands dominate among younger consumers, while heritage apparel brands maintain strong loyalty among older shoppers. Luxury labels such as Gucci and Ralph Lauren also retain notable consideration despite lower value perceptions, underscoring the diverse ways brands can compete in today’s fashion market.

Methodology

The findings are drawn from YouGov BrandIndex, which tracks thousands of brands daily. The rankings are based on responses from more than 32,600 U.S. adults between February 1, 2025 and January 31, 2026. Finding on top fashion trends is based on a YouGov Survey of 1,004 U.S. adults conducted on February 28, 2026.

Consideration scores reflect responses to the question:

"When you are in the market next to purchase clothing, shoes, accessories or luggage, from which of the following brands would you consider purchasing?"

Quality and Value scores are calculated using net scores based on whether respondents associate brands with good or poor quality and good or poor value for money.

The YouGov U.S. fashion retailer rankings 2026 report is available here.