Fashion
Tiruppur exporters struggle as 50% US tariffs hit orders
The US accounts for around 30 per cent of Tiruppur’s total exports and nearly 55 per cent of India’s knitwear exports, making it the cluster’s single most critical overseas market. As orders from US buyers have declined sharply following the tariff hike, exporters are being forced to offer discounts of 25–30 per cent to retain long-standing customers. These price cuts are directly eroding margins and pushing many units into losses, exporters from the cluster said.
Tiruppur’s knitwear exporters are facing severe pressure after 50 per cent US tariffs sharply reduced orders from their largest market.
With the US accounting for nearly one-third of the cluster’s exports, firms are forced to offer deep discounts, eroding margins and pushing many MSMEs into losses.
Exporters are urging government support to offset tariff impacts and prevent long-term damage.
The Tiruppur Exporters Association (TEA) warned that the impact is particularly severe for MSME exporters, who typically operate on thin margins and lack the financial resilience to absorb sustained price reductions. Several exporters have reported order cancellations, shorter production runs and significantly lower capacity utilisation, with some units operating well below optimal levels. Given the cluster’s labour-intensive nature, the downturn is also raising concerns over job security and employment stability.
Exporters argue that replacing the US market is not a realistic short-term option. Although exploratory efforts are under way in regions such as the Middle East, Africa and parts of Europe, these markets are smaller, fragmented and often demand different product mixes, compliance standards and pricing structures. This dispersal of volumes across multiple destinations increases logistics costs, working capital requirements and operational complexity. MSMEs are also facing intensified competition from larger Indian garment exporters. With access to the US constrained, larger players are aggressively targeting Europe, undercutting prices and pushing smaller MSMEs closer to the brink.
Against this backdrop, Tiruppur exporters have urged the government to introduce direct relief measures similar to those provided during COVID. They are seeking support that would help absorb part of the tariff burden, retain US buyers and prevent a permanent erosion of market share. Industry bodies caution that without timely intervention, prolonged losses could weaken the export base, disrupt supply chains and undermine India’s standing in the global knitwear market.
KM Subramanian, president of TEA, told Fibre2Fashion, “The central government has assured exporters of relief on bank loans and is actively working on it. However, the situation is far more severe for Tiruppur exporters. We need direct financial support so that exporters can remain competitive despite the 50 per cent US tariffs.”
TEA added that the current crisis is, in some ways, worse than the pandemic, as business activity has nearly come to a standstill. The association has urgently sought government intervention, specifically requesting a 20 per cent EXIM scrip or targeted subsidies to bridge the tariff gap and help exporters retain global buyers.
Fibre2Fashion News Desk (KUL)
Rising global political and economic tensions have driven sustained increases in raw material and energy costs, impacting the textile machinery sector.
Rieter has faced mounting input expenses amid strong demand and price hikes for various materials.
The company has so far absorbed the additional costs but will implement price adjustments from March 2026 as pressures persist.
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“Running continues to gain extraordinary momentum around the world as more people choose movement as part of their approach to health and wellness,” said Dan Sheridan, Brooks CEO. “Our opportunity ahead is incredibly exciting and I have great confidence in the entire Brooks global team. Following a record 2025, we enter 2026 energised by the innovations and programmes we’ll deliver to runners and retailers worldwide.”
Brooks Running closed 2025 with record global revenue, up 16 per cent year-over-year, marking its ninth straight year of growth.
Strong gains came from North America, EMEA, and Asia Pacific–Latin America, led by a surge in China.
Growth was driven by performance innovation, strong footwear sales, and new lifestyle collections and collaborations.
In EMEA in 2025, the performance running footwear market grew 14 per cent in France and 21 per cent in Germany with Brooks outpacing both 22 per cent and 28 per cent, respectively, the company said in a press release.
In 2025, ten Brooks footwear styles posted year-over-year revenue growth of 20 per cent or more. The Glycerin series, featuring Brooks’ new DNA Tuned midsole foam, delivered 33 per cent revenue growth and a 27 per cent increase in unit sales year over year, accelerated by a 46 per cent year-over-year revenue surge in Q4.
At Paris Fashion Week in January 2025, Brooks unveiled its new lifestyle footwear collection, which celebrates the brand’s 112-year heritage as a leader in sport and answers customer desire for performance-inspired silhouettes to wear on and off the run. Brooks partnered with streetwear pioneers and visionaries to launch multiple sought-after collaborations including the Brooks x STAPLE Adrenaline GTS 4 with New York-based Jeff Staple and the Brooks x RSVP Gallery Caldera 8 with the renowned Don C.
Fibre2Fashion News Desk (RR)
M&S enters 2026 holding the leading position in women’s denim and a growing market share in men’s denim as more customers turn to M&S for style, quality and accessible price points.
M&S is strengthening its dominance in women’s denim and building momentum in men’s with its Spring 26 campaign.
Holding an 18.2 per cent share in women’s denim, it is expanding trend-led fits, reducing legacy lines by 40 per cent, and introducing modern silhouettes with broader sizing.
Updated men’s smart-casual shapes and wider washes aim to attract younger shoppers and drive higher volumes.
With the denim market in growth – +7.9% vs LY (WW), +6.1% vs LY (MW) – M&S is well placed to accelerate its leadership in one of its key growth categories.
A confident women’s proposition
The Spring 26 womenswear offer reflects M&S’s category strength in fit and breadth. Already the UK’s leading retailer in women’s denim, with a market share of 18.2%, M&S is doubling down on trend led newness while refreshing customer favourites to drive volume.
Over the past year, M&S has reduced legacy lines by 40%, enabling the business to pivot into faster moving, trend aligned fits. The introduction of new fashion led silhouettes – alongside a new pricing architecture where 40% of the SS26 range sits at £30 ($40.92) or under – will sharpen value and style perception further.
New silhouettes include the High Waisted Patch Pocket Flare, sitting alongside updated customer favourites, such as the Barrel – including the new High Waisted Crease Front Barrel Leg, High Waisted Turnup Wide Leg and Lyocell Blend Wide Palazzo fits. Wide Leg and Barrel fits now account for 65% of total womenswear denim sales. M&S has sold 105,000 pairs of Barrel Leg Jeans since first introducing the shape in March 2025.
With sizes 6–24 and across up to five different leg lengths, the offer maintains M&S’ position as a destination for inclusive and reliable denim. The breadth of trend-aligned shapes and sizing mix is playing a key role in attracting a younger shopper – sales among the 35–54-year-old customer have increased by +9.5%, with M&S outgrowing the wider denim market.
Maddy Evans, Director – M&S Woman, said: “We’re building on our market share leadership in women’s denim with new refreshed shapes that are modern, versatile and stylish. This season, we’ve strengthened our offer around the fits our customers are loving most, from new takes on Wide Leg to updated Barrel silhouettes. With 65% of sales now driven by these modern shapes, and 40% of our SS26 range coming in at £30 or under, we are continuing to stay ahead by staying close to our customers and what they want – modern fits and a consistent focus on value, quality and style. ”
Momentum building in men’s denim
In menswear, M&S is sharpening its style credentials with a modernised proposition. The Spring collection introduces straighter and more tailored shapes, complemented by a wider wash palette ranging from deep indigo to soft ecru. These updates reflect a category-wide shift towards smart casualwear.
With a 12.1% share of the men’s denim market, M&S aims to further strengthen its relevance among younger male shoppers who are seeking style, dependable quality and great value. The introduction of a new £20 price point broadens entry-level accessibility while the £60 Autograph Selvedge Denim range gives customers access to premium craftsmanship at a market-leading price point.
Mitch Hughes, Director of Menswear at M&S, said: ‘Denim at M&S Man continues to gain momentum, and this season we’ve sharpened the offer with more modern, tailored shapes and clearer price points, including our new £20 ($27.28) tier, through to £60 Autograph Japanese Selvedge”
“Combined with an expanded wash palette including overshirts and an array of new denim fits our latest collection – backed by a bold campaign – positions M&S as a stronger, more relevant choice to help broaden our customer base.’
Kidswear denim: durable, great value and backed by the Kidswear Guarantee
The Spring 26 kidswear denim range has been designed to offer reliable, everyday value for families, supported by M&S’s One Year Kidswear Guarantee. The collection includes essential fits as well as style-led shapes, including carpenter and barrelleg complemented by relaxed denim shirts, with prices starting from £10. Each product has been designed for durability, comfort and repeat wear, incorporating practical ‘grow with me’ design details such as reinforced seams and adjustable waists.
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk (RM)
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