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Brand loyalty in 2026 gets personal

As 2026 approaches, loyalty programmes are evolving from simple retention tools into strategic growth engines, reshaping how brands engage with consumers. According to Lena Kleinwechter, Customer Engagement & Loyalty Strategist at Talon.One, four key trends are set to define the loyalty landscape next year. “The momentum behind loyalty has never...

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Business

Influencers as KPIs: In 2026, brands will demand marketing, not promises

Influencer marketing in Europe is currently in a consolidation phase. According to the latest report from Kolsquare, the sector has moved beyond its experimental stage and has now become a fundamental tool in marketing strategy. Today, companies no longer collaborate with content creators merely to “be present” on social media; they now seek...

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Retail|Report

6 Takeaways for Retailers to Achieve a Winning Holiday Season

The kick-off for the holiday shopping season has begun, with Black Friday well underway and Cyber Monday just around the corner. As shoppers across the nation get into the festive season and begin the hunt for the perfect gifts for their loved ones, one key message emerges. While it’s not secret that shoppers receive countless marketing...

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Business

Kantar report: AI, retail media and 'treatonomics' to reshape fashion in 2026

As 2026 approaches, fashion is entering a new strategic cycle. The Kantar Marketing Trends 2026 report outlines its key features: the rise of AI agents; the structural transformation of retail; a revolution in creativity; cultural fragmentation; and the emergence of micro-communities. These forces are profoundly transforming how brands emerge,...

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Business

Fashion shifts away from hype as consumers demand authenticity

Fashion’s long reliance on spectacle-driven marketing is beginning to feel outdated. Industry observers note a gradual but unmistakable shift in how luxury brands present themselves, driven by changing consumer expectations and a cooling global market. Leadership changes—such as Balmain’s recent decision to part ways with Olivier Rousteing after...

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Fashion

Under new direction: SS26 sets new standards on social media

The true success of a designer's debut can often only be measured in the third season, once the first collection has arrived in boutiques. However, subtle signs can be detected beforehand, indicating whether a fashion house has captured the zeitgeist with its choice of a new creative director. Rarely has the anticipation been as high as it was...

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Business

AI in fashion: H&M’s chief creative officer Jörgen Andersson on the Digital Twin journey

Artificial intelligence (AI) is rapidly reshaping the fashion industry. While some companies wait and see, others are taking bold steps forward. At H&M, one of the world’s largest fashion retailers, Chief Creative Officer Jörgen Andersson is exploring how AI can support creativity, most notably through the creation of digital twins. In this...

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Business

Why retail’s future depends on loyalty, not discounts

Black Friday and its many global offshoots are no longer the shopping phenomena they once were. Participation remains high, but enthusiasm is fading. According to new YouGov data, 35 percent of British consumers say they are less interested in mega sales than they were a few years ago. The reasons are telling: 63 percent cite misleading...

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Business

Better Cotton Initiative rebrands and introduces new traceability label

The Better Cotton Initiative (BCI) marked World Cotton Day with a comprehensive rebrand and the launch of a new traceability label, underscoring the organisation’s efforts to enhance transparency and accountability across the cotton supply chain. The move includes a redesigned logo, website, and the reinstatement of its original full name, fter...

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Business|In-depth

Does sustainability actually sell? The complex reality behind consumer behavior

Sustainability remains a key component for many consumers when considering a new purchase - until it is time to make the sale, that is. The ongoing gap between what consumers say they want and what they actually want and do with it could be hindering the uptake of sustainable practices - but is it truly up to the consumers? Sustainability and...

Fashion

Why Lacoste is replacing its crocodile with a goat

Lacoste's iconic crocodile has been replaced by a goat. This transformation, however, is only for a capsule collection dedicated to one of its main ambassadors: tennis player Novak Djokovic, sometimes nicknamed the "goat" by fans and the media. Lacoste celebrates Novak Djokovic Lacoste's choice of a goat to replace the crocodile stems from the...

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Business|Marketing

Selling the vibe: Why fashion brands need more than just product

In the last decade, the currency of fashion has moved decisively beyond fabric and form. Value now resides in broader social, cultural and environmental significance. A pair of jeans is never just a denim garment; it stands as an emblem of creativity, community and lifestyle values. Every garment is a transaction of meaning: the buyer aligns...