Apparel Sales Recovery Despite Tariffs: Featuring DTC Brand Standouts

• U.S. apparel sales rose year over year in every month through October except February, often by 6% or more, according to the U.S. Department of Commerce, with Gap Inc., Urban Outfitters, Abercrombie & Fitch and American Eagle beating Q3 expectations.

• Wells Fargo analysts reported double-digit Q3 growth in brand heat for Gap, Old Navy, Salomon, and Anthropologie, while Vuori and Alo Yoga gained traction. Meanwhile, Nike, Vans, Ugg, The North Face, and Tommy Hilfiger declined more than 20%.

• Marketing drove massive visibility, with Gap’s “Better in Denim” campaign generating over 8 billion impressions and 500 million views, and American Eagle’s partnerships with Sydney Sweeney and Travis Kelce delivering more than 44 billion impressions.

• Black Friday apparel performance was strong, with high single-digit online sales growth and modestly higher store traffic, contradicting fears of weakening consumer demand despite macro uncertainty, according to William Blair and Needham analysts.

• Retailers held firm on pricing, with data from Competitoor showing year-over-year increases even on sale items, including women’s apparel up 8% and jeans up 7%, as brands protect margins while consumers refresh wardrobes after years of athleisure-heavy buying.

The brand offers yoga and activewear for women and men, designed for comfort, fit, and everyday movement.

Vuori designs athletic and performance apparel focused on movement and everyday active use.

Gap

Anthropologie is a lifestyle retailer offering women’s apparel and home goods with a curated, design-focused approach.

Salomon is a performance-focused gear for men, women, and children, spanning ski, snowboard, trail equipment, and sportstyle footwear designed for outdoor and active use.

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