Message to retail: Your real edge isn’t being trendy, it’s personalisation
Inside Retail
JULY 2, 2025
This idea we have all heard time and time again that fashion retail is all about trend cycles and glossy campaigns is fading – and fast. If the latest BoF Insights and Amazon Fashion data from Europe’s five largest markets (EU5) tells us anything, it’s that our customers no longer want to be impressed, they want to be understood. In April 2025, 10,000 fashion shoppers from the EU5 were asked what “really” drives their decisions online.
Let's personalize your content