At the end of last year, David’s Bridal noticed a significant increase in rush orders for alterations, with the number doubling. According to Kelly Cook, CEO of David’s Bridal, “This is somebody who’s waited because they are on GLP-1s or on a fitness journey, and now they’re scrambling trying to get their dress very, very quickly.”
The company discovered that the average dress size was decreasing, previously ranging from 12 to 14, but now shifting to 6 to 8 or 8 to 10. In response, David’s Bridal introduced its Fit Guarantee, a promise to “guarantee the fit no matter what,” said Cook.
This guarantee allows shoppers to bring in gowns purchased from any store and still receive the correct fit. The Fit Guarantee is an example of how retailers are adapting to the rapid changes in consumer behavior caused by GLP-1s.
GLP-1 usage is expected to expand rapidly, increasing from $42.6 billion in 2024 to $137 billion by 2030, according to Coresight Research data. Currently, 11% of U.S. adults are taking GLP-1s for weight loss, up from 3% two years ago, according to Gallup research.
Impact on Retail Operations
Dean Neiger, co-founder and CEO of Maeva, a DTC metabolic wellness company, stated, “I don’t think in our lifetime we’re going to see many behavioral shifts like we are with GLP-1s.” The cultural transformation is evident in various ways, including a $73 billion risk to the world’s 100 most valuable food brands.
Retailers are reconfiguring stores and stocking products specifically designed for GLP-1 users. They are particularly affected in the apparel industry, where some retailers are struggling to find solutions that support revenue goals and serve clients.
David’s Bridal’s Fit Guarantee was introduced in response to other wedding retailers requiring brides to sign waivers regarding their weight loss. GLP-1s have led brides to find their dress closer to their wedding day, resulting in increased inventory, rush orders, and quick turnaround times for tailoring.
Prior to the pandemic, the average time between receiving a proposal and getting married was 9-12 months. After the pandemic, this timeframe increased to 16-18 months. Within a week of introducing the Fit Guarantee, the timeline “retracted and went back to normal — prior to GLP-1s,” Cook said.
GLP-1 usage has also impacted men’s apparel retailer DXL, with an estimated 25% of its customer base using the medication. As a result, shoppers are delaying clothing purchases while their weight fluctuates, creating “volatility” in sizing.
According to Harvey Kanter, then-CEO of DXL, “Typically, weight loss of any kind up or down is a friend of ours. But I think right now, we’re in a pattern where they’re losing weight and they’re on a journey, and they’re trying not to buy clothes until they’re done with that journey.”
Responding to Changing Consumer Behavior
Circana refers to the impact of GLP-1s as the “body transformation economy” as shoppers change sizes and lifestyle habits. During the first year of GLP-1 use, households buy more active shorts, jeans, casual pants, bras, and dresses, reflecting changing routines.
According to Kristen Classi-Zummo, apparel industry adviser at Circana, “Brands that plan for both the physical and emotional elements will lead. This isn’t a trend — it’s a structural change for the apparel industry.”
As GLP-1 usage continues to grow, retailers can proactively respond to their audience’s needs through streamlined communication about sizing. John Mercer, head of global research at Coresight Research, stated, “What a lot of companies struggle with is inconsistency in sizing, and really that is a matter of discipline.”
Companies do not need to change their fits or silhouettes, Mercer said. Instead, retailers should focus on a core, fixed set of how they size their fits. Currently, around 70% of U.S. GLP-1 users have dropped at least one clothing size, and a combined 42% have sized down by two or more, per Coresight Research.
Weight loss due to GLP-1s is also causing users to return apparel at higher rates. Men on GLP-1s are a driver of apparel returns, bracketing their purchases at nearly double the rate of women.
The average online apparel return rate in the U.S. last year was over 23%, according to Coresight Research, resulting in over $47 billion in returned merchandise. Sizing and fit issues are the top reason for online apparel returns.
As a response, retailers should provide robust product information and potentially include things like videos and fitting tools, per Mercer. For David’s Bridal customers, the stress of wedding planning is one reason the company wanted to address changing behaviors due to GLP-1s.
