According to a survey conducted in **** European countries in 2023, a negligible share of consumers across all product categories purchased fashion from a store brand or private label as a 'trade-down' action to save money.
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McKinsey & Company. (July 14, 2023). Share of consumers who purchased fashion items from a private label or store brand to save money in selected European countries in 2023, by category [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/1417779/european-consumers-shopped-fashion-from-a-private-label/
McKinsey & Company. "Share of consumers who purchased fashion items from a private label or store brand to save money in selected European countries in 2023, by category." Chart. July 14, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/1417779/european-consumers-shopped-fashion-from-a-private-label/
McKinsey & Company. (2023). Share of consumers who purchased fashion items from a private label or store brand to save money in selected European countries in 2023, by category. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/1417779/european-consumers-shopped-fashion-from-a-private-label/
McKinsey & Company. "Share of Consumers Who Purchased Fashion Items from a Private Label or Store Brand to save Money in Selected European Countries in 2023, by Category." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 14 Jul 2023, /statistics/1417779/european-consumers-shopped-fashion-from-a-private-label/
McKinsey & Company, Share of consumers who purchased fashion items from a private label or store brand to save money in selected European countries in 2023, by category ÌÇÐÄÆƽâ°æ, /statistics/1417779/european-consumers-shopped-fashion-from-a-private-label/ (last visited July 31, 2026)
Share of consumers who purchased fashion items from a private label or store brand to save money in selected European countries in 2023, by category [Graph], McKinsey & Company, July 14, 2023. [Online]. Available: /statistics/1417779/european-consumers-shopped-fashion-from-a-private-label/
