Weekly Key Trends Report Shaping the Industry
February 9, 2026 - February 15, 2026
NYFW is in full swing and the themes on the runway are mirroring the themes on every brand’s P&L.
Here’s what stood out this week:
1. Calvin Klein’s Comeback Is A Masterclass In Brand Repositioning
Veronica Leoni showed her third collection at The Shed on Friday, drawing Dakota Johnson, Brooke Shields, and Jennie Kim to the front row. Since returning to the NYFW runway in February 2025 after a seven-year absence, Leoni has steadily rebuilt the brand’s luxury credibility from her studio in Rome. Her FW26 collection leaned into what she called “hedonistic elegance,” pulling from Calvin’s 1970s DNA. This is how you elevate without losing your customer. PVH is playing the long game here.
2. Tariffs Are Now The #1 Issue In Fashion Boardrooms
According to the BoF-McKinsey State of Fashion 2026 report, 76% of fashion executives say trade disruptions and tariffs will be the single biggest factor shaping the industry this year. US weighted average tariffs on apparel spiked from 13% to 36%, and 71% of executives plan to raise prices. The brands that built tight margin architecture are weathering this. The ones that didn’t are scrambling.
3. The Mid-Market Is Now Fashion’s Fastest-Growing Segment
For the first time in over a decade, non-luxury is driving the majority of economic profit creation in the industry. Luxury raised prices without raising quality or creativity, and shoppers noticed. Brands like Ralph Lauren, and Khaite are capturing the consumers that luxury pushed away. If you’re an 8-figure lifestyle brand sitting in this space, the opportunity has never been bigger, but only if your operations can support the growth.
4. Resale Isn’t A Side Hustle Anymore
Almost 60% of global consumers say they’ll shop secondhand in 2026. In China, that number exceeds 70%. The secondhand market is growing 2-3x faster than first-hand. For premium brands, this is both a threat to full-price selling and an opportunity to own the resale channel before someone else does.
The thread connecting all of this?
Operational discipline is the new competitive advantage. Creative vision gets the headlines.
But the brands winning right now are the ones that paired great product with tight margins, clean inventory, and a team that can execute without the founder in every room.
What trends are you watching this week?
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