GLP-1 isn't a pharmacy story. It's a whole-basket story. And fashion is in the b
By Kimberly B Morgan · October 7, 2026 · Curated by George's Blog
GLP-1 isn't a pharmacy story.
It's a whole-basket story. And fashion is in the basket.
To start my Tuesday, I had a front row seat at IMPAKT New York as Deborah Weinswig 韋葆蘭of Coresight Research walked through the consumer shift GLP-1s are driving. The point that hit me: this isn't a pullback. It's a shift in share of wallet, aligned to an evolution of the consumer's lifestyle and focuses.
GLP-1 users are eating less, but buying differently. 58% are drinking more water. 51% are eating more fresh produce. 56% are eating less chocolate.
Wellness is becoming longevity. As Deborah put it, customers aren't buying wellness. They're looking to buy time.
The brands that read that signal early moved fast. Unilever acquired Grüns for $1.2B. P&G acquired Thorne for $3.8B.
Both live in our cabinet at home. Two very different health needs. Both on repeat. Switching isn't even a consideration.
That's what happens when a brand truly knows its consumer.
Now follow that same consumer into fashion.
Roughly 70% of GLP-1 users have dropped at least one clothing size. 65% are bracketing, ordering multiple sizes and sending back what doesn't fit.
Same consumer. Same transformation. But in apparel, the signal mostly arrives as a return.
And that's where the keynote kept landing for me. It always comes back to data. How it's uncovered. What it means. Whether it reaches the teams who can act on it before it shows up as lost margin.
In fashion, solving fit takes two data inputs. The garment as manufactured. And the physics-based body at the time of purchase. Without both, fit can't be solved. Style is preference. Fit is geometry, deterministic and measurable.
That's what we're building at Fitsū. Both inputs, measured and connected, as infrastructure that feeds the supply chain.
Serving the consumer with purpose and value is still the heart of retail. It doesn't take more data. It takes the right data.
CPG has closed the loop between consumer signal and product.
Fashion still has a supply chain data loop to close.
#Fitsu #IMPAKT #FashionTech #RetailTech #RetailAI #SupplyChain