GLP-1 Drug Usage Influences Apparel Industry Trends

As of September, approximately 23% of U.S. households were reported to be using GLP-1 drugs, an increase of four percentage points from the previous year. Among these users, 80% anticipate needing new clothing due to size changes, and 55% have already made purchases of clothing or footwear primarily for this reason.

Circana's findings indicate notable shifts in apparel purchases, with sales of larger bra sizes (42+ band and D cup) declining, while sales of mid- to smaller-size bras have risen. This shift suggests a potential major transformation in consumer preferences.

The report highlights that as more individuals utilize weight-loss drugs, the apparel industry is witnessing changes in buying patterns. Shoppers are not only looking for clothes that fit their new sizes but are also pursuing items that reflect changes in their lifestyles. Households in their first year of GLP-1 use are reported to have bought more active shorts, jeans, casual pants, bras, and dresses, indicative of changing routines and increased confidence alongside smaller sizing needs.

Circana forecasts modest overall gains for the apparel industry in 2026, although fashion purchases driven by GLP-1 usage may create incremental demand. Retail propositions centered around body transformation, wellness, and comfort could outperform the general market. There may also be a positive impact on footwear sales as consumers refresh their wardrobes.

Kristen Classi-Zummo, an apparel industry adviser at Circana, noted, "With GLP-1 adoption accelerating, size is changing, but so is identity. 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 retailers specializing in plus-size clothing are already experiencing the effects of rising GLP-1 use. Destination XL reported a 6% decrease in total sales year-over-year for the fourth quarter, resulting in a net loss of $29.6 million. The retailer's CEO mentioned that about 25% of its customers are using GLP-1 drugs, leading to size fluctuations and causing “volatility” in the business.

Women’s plus-size retailer Torrid also noted a significant decline in fourth-quarter sales, with a reported drop of 14%. The company is currently undergoing a turnaround strategy, having closed 151 stores in 2025 and reduced prices on about one-third of its inventory.