What you probably already know: In what research firm Circana calls the “body transformation economy,” bra purchases have become a leading indicator of GLP-1 use. Fifty-five percent of U.S. consumers have purchased new clothing or footwear driven primarily by changing size, with intimate apparel an “early indicator of a sizing shift.” Circana says larger band bras (42-x) and cup (D) sizes are losing market share. Twenty-three percent of U.S. households now use GLP-1 drugs, including 15% of women. “With GLP-1 adoption accelerating, size is changing, but so is identity,” says Circana Apparel Industry Adviser Kristen Classi-Zummo. “GLP-1 usage is a catalyst for redefining personal style.”
Why it matters: The already booming resale apparel market, in particular, stands to benefit, as Circana says 80% of GLP users anticipate buying new clothing due to size changes. A recent Bernstein report said GLP-1 use could spur a $13 billion increase in annual apparel spending. ThredUp notes that the global secondhand market is projected to reach $393 billion by 2030 (178% of what it was in 2021) and is growing more than twice as fast as the overall apparel market. Online resale is growing even more, especially among younger consumers. More than half of Gen Z and millennials now attempt to resell more than half of their clothes.
What it means: Not every projection is rosy. Impact Analytics notes that GLP-1 adoption could create nightmares for apparel retailers, predicting that it “could put $5 billion in inventory and margin at risk” in the next several years. Plus-size retailers in particular appear to be struggling, though as with restaurateurs and grocers, few directly tie their challenges into GLP-1 use. One example: Fashion chain Torrid, which specializes in trendy and affordable plus-size apparel for women, closed 151 stores last year, about 30% of all locations. During a recent earnings call, company executives didn’t reference GLP-1 drugs at all.
What happens next: Secondhand clothing purveyors and fitness studios could be in for a big payday. The Robin Report says the thrifting market could reach $350 billion globally by 2028, predicting that “renting is another way dieters can de-risk the wardrobe costs of body shifts.” Rent the Runway CEO Jennifer Hyman has told several news outlets, including The Washington Post and Wall Street Journal, that customers are increasingly switching to smaller sizes. Quitting GLP-1 drugs could also create major consequences for the industry, with JAMA Network reporting that 82% of patients who stopped taking the drug tirzepatide (Zepbound) regained 25% or more of their weight.
