Digital wholesale platform Joor has found global fashion brands and retailers expect to raise prices by an average of 20% in response to new US trade tariffs.

The Tariff Survey, conducted between 10-20 April, gathered insights from more than fashion 400 brands and retailers regarding the potential impact of the tariffs on the industry.

The survey suggests 85% of fashion brands plan to increase their product prices due to tariff costs, transferring some or all of these additional expenses to consumers. Similarly, price hikes are on the agenda for 96% of US-based retailers and 82% of their non-US counterparts.

Furthermore, Joor’s data highlights that 54% of US brands have no intention of altering their supply chains to boost domestic production considering the tariffs.

In contrast, 76% of non-US brands are adapting their sales strategies and seeking partnerships with retailers outside the US. This is particularly significant given that non-US brands typically generate about 20% of their sales from the US market, with 21% being heavily reliant on US wholesale channels.

The retailer perspective is also shifting with 75% of non-US retailers revealing their intention to cut their investments in US brands. Conversely, 49% of US retailers are looking to increase their investment in domestic brands, while 45% maintain their current investment levels.

The Spring Market Survey 2025 previously showed that 47% of retailers were boosting their investment in international brands. This number plummeted to just 20% after the tariff announcement.

Joor marketing SVP Amanda McCormick Bacal said: “Concern over recently announced tariffs is causing significant flux within the global fashion industry. Brands preparing for market report plans to increase prices, source from alternate countries, and produce tighter collections. Retailers are similarly adjusting their buying strategy and looking to nurture new brand partnerships to help mitigate the impact of tariffs.”

Joor has compiled insights from these two surveys into a whitepaper titled “How To Tackle Tariffs & Thrive This Coming Market Season”.

The paper also provides advice for brands and retailers navigating tariff impacts and the evolving retail environment. The full report can be accessed here.

According to AI-powered geospatial data analysis company pass_by, US store visitation across clothing, footwear and other categories fluctuated between late March to mid-April on tariff uncertainty concerns.

By Just Style