Michelle Suter, a 63-year-old retiree, has embraced a new wardrobe after losing approximately 28 pounds while taking the GLP-1 drug Wegovy. Previously wearing baggy clothing, she now anticipates buying new, form-fitting outfits, a sentiment echoed by many as GLP-1 medications for weight loss and diabetes become more prevalent.
Fashion brands and retailers are recognizing a fresh opportunity to cater to consumers like Suter who are shedding significant weight and planning closet refreshes. Market research firm Circana indicates a decline in sales of larger bra sizes, serving as a leading indicator for other clothing categories. Stitch Fix, a personal styling service, has noted an increase in customers citing weight loss as a reason for shopping.
Barriers to these medications are diminishing, with the availability of pill forms and reduced prices for uninsured individuals. Eli Lilly's GLP-1 pill, Foundayo, has begun shipping, and Novo Nordisk's Wegovy pill, launched in January, saw over 600,000 prescriptions by February.
As accessibility grows, analysts anticipate increased demand for apparel. Aneesha Sherman, lead analyst for U.S. apparel and specialty retail at Bernstein, stated, "What is clear is that there is going to be a tail wind to apparel spending in the U.S as a result of the uptake of these drugs." She noted an inflection point is approaching.
According to a KFF Health Tracking Poll from October to November, about 13% of U.S. adults are taking a GLP-1 drug, with 18% having used one at some point. Bernstein's annual shopper surveys suggest higher adoption rates, with GLP-1 usage growing from 11% in November 2024 to 16% in November 2025. JPMorgan estimates that by 2030, over 30 million Americans could be on a GLP-1 treatment, up from 10 million in 2026.
A January survey by Circana found that approximately 80% of GLP-1 users anticipate needing new clothing due to size changes. Of active users, 55% have purchased new clothing or footwear because of changing sizes, and 25% updated wardrobes for appearance refreshment.
Bernstein estimated that if GLP-1 users each drop three sizes and buy five to eight items per size, it could translate to 150 million to 700 million apparel items purchased annually, a 1% to 4% boost to U.S. clothing unit volume. This could represent up to $13 billion in additional apparel spending annually, based on an average selling price of $18 per item. Bernstein suggests this might be conservative, as GLP-1 users often have higher incomes and may choose more expensive items.
GLP-1 drugs, which slow digestion and suppress appetite, aid weight loss and address health conditions like obesity and diabetes. Food and beverage companies are adapting by emphasizing protein and fiber, while beauty retailers are introducing products for potential side effects like sagging skin.
For apparel retailers, the impact is in its early stages. Circana reports shifts in intimate apparel, with smaller bra band and cup sizes gaining market share. Victoria's Secret CEO Hillary Super noted a 3% downward swing in selling bra band and underwear sizes, attributing it to GLP-1s.
In the last three months, plus-sized women's clothing has lost market share to sizes around 12 and under, a reversal from previous trends. Kristen Classi-Zummo, apparel industry advisor for Circana, expects demand from GLP-1 users to accelerate in the next six months.
Destination XL, a retailer for big and tall men's apparel, has experienced volatility due to GLP-1s, with CEO Harvey Kanter estimating up to 25% of customers use the medications. He noted customers are more needs-driven, buying less expensive items as they lose weight or sizing out of existing inventory. Some customers who stopped treatment have regained weight.
Stitch Fix has proactively addressed the GLP-1 trend since September 2024 with marketing campaigns and a dedicated website landing page. CEO Matt Baer stated that their business model, which involves personal stylists selecting clothing, is well-suited to support customers undergoing significant physical transformations. Client mentions of weight loss in Fix request notes have tripled over two years and increased by 75% year-over-year in the last quarter. The company has also observed a pronounced shift in customers adjusting their profile sizes and requesting smaller ones.
Online resale company ThredUp has seen indicators of customers selling and buying clothing due to weight changes, with denim being a top category for GLP-1 users. The purchase volume for large, extra large, and plus-sized apparel grew by 6% in March 2026 compared to the previous year, while small and medium-sized items dropped by 6% over the same period. CEO James Reinhart views GLP-1 users as being "squarely in that camp" of transition, presenting opportunities for both buying and selling.
The apparel industry's modest projected growth of 0.4% for the year makes the GLP-1 trend particularly timely. Bernstein's Sherman anticipates off-price retailers like TJX, big-box stores like Walmart and Target, athletic apparel brands such as Nike, Adidas, and Lululemon, and bespoke services like Stitch Fix and rental platforms to benefit significantly.
Big-box retailers with pharmacies, including Costco, Target, and Walmart, might also see impulse apparel purchases as customers pick up medications. To attract these shoppers, brands and retailers should address both the physical and emotional transformations, offering solutions like value in secondhand purchases or assistance with finding the right fit.
Michelle Suter, who is halfway to her goal of losing nearly 60 pounds, already feels happier and dresses differently, buying smaller T-shirts and Hoka sneakers for increased energy. She plans to splurge on new outfits and swimsuits for an upcoming high school reunion.
