Nike is the most considered fashion brand in the U.S., according to YouGov’s new U.S. fashion retailer rankings 2026 report — which analyzes the apparel, footwear and accessories brands Americans are most likely to consider purchasing.
The ranking is based on YouGov BrandIndex data collected from more than 32,600 U.S. adults between Feb. 1, 2025 and Jan. 31, 2026. The report examines how leading brands perform across three key measures: consideration, quality and value.
Among Americans, 36.3 percent said they would consider purchasing from Nike when shopping for clothing, footwear or accessories. Skechers and Levi’s followed closely behind at 35.5 percent each, while Old Navy was at 32.9 percent and New Balance at 30.2 percent.
“Fashion brands succeed when they balance relevance with trust,” said Ashley Brown, senior director at YouGov America. “Athletic brands like Nike have become everyday lifestyle choices for younger consumers, while heritage names such as Levi’s and Skechers continue to resonate with older audiences. The strongest bonds today are those that deliver consistently on both perceived quality an value.”
Among the most widely appreciated fashion trends, “quiet luxury” scored 52 percent love or like; color-tinted sunglasses, 49 percent love or like; sustainable or eco-friendly clothing, 46 percent love or like; cowboy/Western boots, 44 percent love or like; gender-neutral clothing, 37 percent love or like, and matching athleisure suits, 36 percent love or like, according to the YouGov report.
As for the demographics that considered Nike, 55.4 percent of Gen Z adults and 52.6 percent of Millennials said they would consider purchasing from the brand. Among Gen X consumers, Levi’s ranks as the most considered fashion brand (39.7 percent), while Skechers leads among Baby Boomers and older shoppers at 45.5 percent, according to the YouGov report.
The report showed that Levi’s ranked highest in perceived quality with a quality score of 54.1, ahead of Nike (47.8), and New Balance (43.6). Old Navy ranked first for perceived value for the money with a value score of 36.7, ahead of Levi’s (35.1) and Skechers (35.1).