Tariff Insights: How Fashion Buyer Confidence Has Returned Internationally

How Have Tariffs Affected the Fashion Industry?

Exclusive JOOR data has identified:

• A Q3 bounce back to buying: Following declines in Q2, buying rebounded +18% in Q3 outside the US
  
• Prolonged retailer caution in the US: Q3 buyer purchases continue to decline

• Price increases continue: Wholesale prices rose by 5% from Q1 to Q2, and increased an additional 0.5% into Q3

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The 2025 Tariff-Led Fashion Price Increase

Following the announcement of US tariffs at the beginning of April, JOOR conducted a comprehensive survey of its extensive global network. It revealed 85% of brands planned to pass on some or all tariff costs via price increases. For retailers, 96% of US-based retailers and 82% of non-US retailers confirmed they anticipated increasing their prices as a result of tariff costs.

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These projections proved accurate. When comparing prices of the same styles on JOOR across Q1 to Q2, on average, wholesale prices increased by 5%—a dramatic upward shift from the typical quarterly price adjustment in this timeframe of 0.6%.

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The fashion market reaction to US tariffs continued in Q3, where prices rose an additional 0.5%. This increase is particularly notable when compared to the previous three years, when prices from Q2-Q3 were largely flat or down.

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The Impact of US Tariffs on Global Fashion Buying

JOOR transaction data from like-for-like retailers year-over-year (YoY) reveals a global decline in Q2 purchases of -5% amidst a backdrop of price increases. Following this pullback in Q2, non-US retailers rebounded in Q3 with an +18% uplift in purchases YoY, as international retailers started returning to their usual buying habits.

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One country experiencing particular growth is Italy, where Q3 orders are up 40%. We recently reported on the Italian fashion market’s return to growth, with JOOR data revealing retailers in the region are increasing their spend with GMV +17% in 2025 YTD.

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Other markets showing pronounced Q3 growth include:

• Germany: +29%
  
• South Korea: +29%
  
• United Kingdom: +22%
  
  

Collectively, these regions indicate that demand for newness and product differentiation remains strong, even within shifting cost environments.

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How Tariffs Affected Wholesale Fashion in the US

In contrast, US buyers are exhibiting sustained caution with Q3 retailer purchases continuing to decline, falling 10% YoY. It seems many fashion buyers may still be finding demand forecasting an area of difficulty and are acting conservatively to avoid finding themselves saddled with excess inventory.

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A common strategy emerging is the prioritization of selling through existing stock and of wanting to place in season orders closer to delivery. This demonstrates that retailers are emphasizing liquidity, inventory turnover, and reduced exposure to pricing volatility.

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Post-Tariff Fashion Growth

As we move into 2026, we anticipate a continued expansion across international markets, driven by retailers who are adapting quickly to new cost structures and recalibrated pricing expectations. Independent retailers in particular, who offer highly curated and often specialized assortments to extremely loyal customer bases, will continue to thrive.

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Brands looking to expand into new markets and seek out new independent partners can use JOOR to make business connections with retailers of all sizes across the globe.

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In the midst of market fluctuations in the US, both brands and retailers in the region will need to be more considerate in their approach to business. Using a b2b wholesale platform like JOOR makes it easier to communicate key changes to your pricing, highlight available-to-sell opportunities, and display tariff-related information in an easy-to-understand way to help make your position clear for the best chance of driving growth in 2026 and beyond.

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As changes in the retail landscape continue to unfold, JOOR is a valuable tool that can help give brands and buyers the best chance of wholesale success. Request a demo to learn more.