Dr Sheng Lu, professor of apparel studies at the University of Delaware recently quizzed his Gen Z students on the impact of US president Donald Trump’s tariffs against leading fashion sourcing countries.
He explains: “Our students’ responses reveal the impacts of the tariff increase on ordinary US consumers are real, direct, and significant.”
Go deeper with GlobalData
In a special mini-series Just Style shares Generation Z’s take on Trump’s tariffs from the impact of price increases to sustainability concerns and their thoughts on what the increased duties could mean for the likes of Shein and Temu.
Gen Z’s observations on fashion prices and product availability since US tariffs
Overall, Dr Lu explains that while shopping for clothing, many of his students have noticed price increases and a reduced product offering due to tariff hikes and related disruptions.
Fashion merchandising and management major student Rachel Zemel observes that since April there are small price rises on clothing that are more than just inflation. She believes a lot of it has to do with brands adjusting their sourcing strategies and trying to manage higher production costs: “You can tell companies are making changes based on what we see on the shelves and the price on the tags.”
She continues: “I’ve also noticed a shift in product availability, especially when I shop online. Certain sizes and styles are gone faster than usual and don’t seem to get restocked. In stores, the selection feels limited too. It seems like brands are being more careful with how much they’re producing, maybe to avoid excess inventory or reduce risk. As someone who shops a lot and also studies this industry, it’s interesting to see how these challenges are playing out in real-time. It makes me think differently about what goes into every piece I buy.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataFashion merchandising and management and fashion design and product Innovation double major student Annabelle Gensler has done most of her shopping online since April and agrees the biggest difference is the reduction in sizes and colour options available.
“Now, when I filter my search for a graduation dress in the size and colour I prefer, fewer and fewer items populate. In the past, retailers might have been able to bulk order goods to maintain stock domestically, or ship from international locations directly to the consumer; tariffs have halted these practices. Items I’m considering purchasing no longer feel safe in my cart because of how quickly stockouts are occurring,” she explains.
Gensler is also keen to highlight the conscious consumerism she tries to practice is being put to the test due to this increased sense of urgency to buy when the right size and colour is available.
For fashion merchandising and management and philosophy double major Alexandra Untu the changes have been subtle so far, but noticeable.
She clarifies that she’s seen prices go up gradually across all types of products, including clothing, but the availability of products hasn’t yet turned into a cause for concern.
Untu is quick to add however that there is undoubtedly a change happening, and she expects more striking changes in the near future that “could affect our shopping behaviour quite significantly”.
While, fashion merchandising and management major Madeline Osbourn has seen tariff increases impact the merchandise orders for her sorority.
She shares: “The tariffs have made the prices rise on orders that we planned on making. This creates an issue with prepaid and future orders, keeping in mind the members’ willingness to transition and conform to the higher-priced merchandise that is designed.”
Outrageously high prices for basics, like denim, cotton tops, and even activewear, is the biggest observation from fashion merchandising and management major and 4+1 graduate student Lola Kulis.
She says she’s seen a decline in retail promotional activity over the past year, even on big discount events such as Black Friday, adding: “Considering the current global trade and policy changes, I only see this worsening.”
Kulis points out the reduced options available in terms of sizes and colours creates a more competitive shopping experience, but she adds: “From a merchandising perspective, I recognise that these changes are likely to be tied to supply chain delays, shifts in sourcing strategies, or brands adjusting to increased costs, whether due to tariffs, labour, or transportation”.
Navigate the shifting tariff landscape with real-time data and market-leading analysis. Request a free demo for GlobalData’s Strategic Intelligence here.
