High-Street Brands Revive Sales Pitch With AI Stylists and Luxury Tie-Ups as Under-35 M&S Shoppers Rise 16%
Updated
Updated · The Guardian · Oct 31
High-Street Brands Revive Sales Pitch With AI Stylists and Luxury Tie-Ups as Under-35 M&S Shoppers Rise 16%
2 articles · Updated · The Guardian · Oct 31
Summary
Marks & Spencer, Asos and Topshop are reviving high-street fashion by pairing affordable ranges with catwalk launches, celebrity collaborations and styling tools aimed at drawing back more selective shoppers.
M&S said under-35 customers rose 16% year on year after it pushed more fashion-led seasonal collections, while Topshop has rebuilt its physical presence through concessions in 30 John Lewis stores and Liberty.
Asos has added AI stylists, virtual try-on and a Buy the Look feature after research showed 68% of consumers want help understanding how to wear items, not just what to buy.
The shift follows pressure from ultra-cheap rivals and post-Covid weakness: Asos sales were down 12% last August, though profit grew 50% in March after cost cuts including charging for returns.
Retail analysts say these brands are borrowing luxury fashion’s cultural cues while keeping prices low, but they still face skeptical younger shoppers, secondhand competition and scrutiny over sustainability and quality.