High-street fashion brands borrow luxury tactics to win shoppers back
Gap, M&S, Topshop and Asos are using celebrity tie-ups, instant catwalk drops and AI styling tools to court shoppers, The Guardian reports.
The story in focus
The Guardian reports that high-street fashion brands including Gap, Marks & Spencer, Topshop and Asos are borrowing luxury-style tactics, such as celebrity collaborations, instant catwalk releases and digital styling services, to draw shoppers back amid competition from cheap online labels and resale apps.
- M&S made its London fashion week catwalk collection immediately available, with half the pieces priced under £50
- Asos appointed Hollywood stylist Law Roach as stylist-in-residence and added AI stylists, virtual try-on and a Buy the Look feature
- Topshop now has concessions in 30 John Lewis stores and at Liberty
- Asos reported sales down 12% last August, announced 50% profit growth in March, and faces an unclear impact from an early-October cyber-attack
Luxury cues on the high street
High-street names that grew in the 2000s are adapting how they reach shoppers after pressure from sustainability-minded consumers and ultra-cheap online labels, The Guardian reports. Rather than relying only on trend-led affordable designs, brands are courting luxury fashion, celebrity partnerships and enhanced services.
Gap has launched a collection with Victoria Beckham. Marks & Spencer staged a catwalk show at London fashion week that it made immediately shoppable, with half the pieces under £50. Topshop, relaunched last year, now has concessions in 30 John Lewis stores and at the luxury retailer Liberty.
Styling services and digital tools
The Hollywood stylist Law Roach, whose clients include Zendaya, has been appointed stylist-in-residence at Asos. The Guardian says his influence extends beyond advertising to suggestions on how to combine items across the site.
Asos executive vice-president of brand Vanessa Spence cited research finding that 68% of consumers want to know how to wear something. The retailer has added AI stylists, virtual try-on tools and a Buy the Look option to purchase an outfit in one go, and it sells an adaptive collection developed with disabled consultancy Tilting the Lens, with nothing priced above £65.
According to The Guardian, M&S's Lisa Illis attributed a 16% year-on-year rise in under-35 shoppers to more fashion-informed seasonal collections. Retail consultant Ella Baynes told the paper brands are borrowing luxury fashion's cultural cues to meet shopper aspiration and price reality.
Financial backdrop
Asos reported sales down 12% last August, according to The Guardian. It announced 50% profit growth this March after a cost-cutting drive that included charging for returns, the report says, while the impact of an early-October cyber-attack is not yet clear.
What financial results has Asos reported?
The Guardian reports Asos sales were down 12% last August. The retailer announced 50% profit growth in March after cost-cutting, including paid returns, but says the impact of an early-October cyber-attack is not yet clear.
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