The research carried out on over 5,800 of the Group's customers photographs a new idea of beauty based on authenticity, well-being, and freedom of expression.

On the other hand, several clichés about fashion have been debunked: the physical store remains central and people choose what makes them feel good, not what brands choose.

Rimini, June 25, 2026 – Beauty no longer coincides solely with aesthetic perfection or with adherence to models imposed from the outside. Today, for nearly one out of two people, being beautiful means first and foremost feeling good about oneself.

This is what emerges from the survey "Does your idea of beauty come through what you wear?", promoted by the Teddy Group, one of the international leaders with the brands Terranova, Calliope, Rinascimento, and QB24, and carried out on over 5,800 Italian consumers of different generations (Gen X, Millennials, and Gen Z) with the aim of exploring the contemporary relationship between fashion, personal identity, and well-being.

According to the results of the survey, nearly 44% of respondents define beauty as feeling good about oneself, while 23.7% associate it with the freedom to follow their own style without conforming to rules. The approval of others continues to be present in the perception of beauty, but a growing focus on more personal elements, such as well-being, authenticity, and the freedom to express one's individuality, strongly emerges. 

A datum that tells the story of the evolution of the relationship between people, image, and fashion. Beauty is increasingly experienced as a personal and identity-based dimension, linked to the possibility of feeling comfortable with oneself and expressing who one is through daily choices.

The data collected also represent a particularly significant result for the Teddy Group, which aims to dress the world in beauty and welcoming hospitality, fostering personal fulfillment. Indeed, there is a strong convergence between the values that inspire the Rimini-based company and people's expectations: a further confirmation for Teddy of a journey that began 65 years ago by Vittorio Tadei.

"This survey delivers a very clear message: today the relationship with beauty and clothing is increasingly personal," comments Matteo Lessi, Corporate Affairs & Communication Director of the Teddy Group. "Needless to say, social approval certainly continues to play a specific role, but it is no longer the only element guiding choices. People look for garments that represent them, that enhance their identity and style. For us, talking about clothing is not simply about what you wear, but about the possibility of feeling welcomed, expressing who you are, and building a positive relationship with yourself and others every day."

Fashion as daily well-being

The survey also highlights the strong link between clothing and personal well-being. Over 83% of respondents state that dressing well helps them feel better about themselves, confirming that fashion today has an emotional value that goes far beyond the simple aesthetic dimension.

In this scenario, brands and trends continue to influence consumer choices, but aspects related to personal experience are gaining growing importance: fit, comfort, and how a garment makes the wearer feel. In fact, 82.1% declare that they choose a product mainly for its fit, while 42.8% do so for "how it makes me feel." Conversely, only 3.5% consider it decisive that a garment is trendy, and just 1.9% choose primarily based on the brand.

The physical store continues to win

The survey also provides an interesting snapshot of purchasing habits. Despite the growth of e-commerce and digital platforms, 77.6% of respondents continue to purchase predominantly in physical stores. A datum that contradicts some of the most widespread narratives about contemporary retail and confirms that the point of sale maintains a central role in the shopping experience. For many consumers, in fact, choosing a garment still means being able to see it, touch it, and try it on directly, transforming shopping into a personal and tangible moment.

Accessible fashion and personal identity

A further element emerged from the research concerns the role of accessible fashion in building individual identity. The data show how consumers increasingly use clothing as a tool to express their personality and build a style consistent with their way of being. Trends and brands continue to represent important elements of the fashion universe, but they gain value especially when they help people feel represented and express their identity.

In this context, accessible fashion is perceived as a tool for freedom of expression and personal enhancement, capable of offering everyone the opportunity to build their own style in an authentic way. Fashion is therefore narrated according to new orders of style. A language that becomes increasingly personal, built to feel comfortable, recognize oneself, and tell one's own story, without sacrificing the relational and social dimension that has always accompanied the way of dressing.