Procuring with AI and the important thing client modifications defining style in 2026

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Your assist makes all of the distinction. Learn extra Trend is coming into 2026 within the midst of its most vital reset for the reason that pandemic, with the worldwide trade, value $1.7 trillion (£1.2tn), being reshaped by rising prices, altering client values and fast advances in synthetic intelligence.

All that is forcing manufacturers to rethink not solely what they promote, however how they function, who they make use of and the way they earn clients' loyalty.

The State of Trend report, by Enterprise of Trend and McKinsey & Co, identifies 9 main forces shaping the yr forward - however three stand out for UK customers particularly: AI, wellbeing and resale.

AI Is Restructuring Trend From The Inside Out

Synthetic intelligence is now not an rising development in style, it's already a part of the provision chain. By 2030, as much as 40 per cent of employees in developed economies might be anticipated to reskill as generative AI automates round a 3rd of working hours throughout industries.

In style, that is already occurring quick and out of sight in customer support, logistics and inventory administration, enhancing effectivity whereas exposing main abilities gaps.

Crucially for buyers, AI can also be reworking how merchandise are found.

Searches on generative AI procuring platforms grew by 4,700 per cent between 2024 and 2025, and 41 per cent of customers now belief AI-generated search outcomes greater than conventional promoting.

In sensible phrases, this might imply fewer sponsored posts and extra personalised, conversational procuring - and finally AI “brokers” that evaluate costs and even make purchases on our behalf.

<img src="https://static.independent.co.uk/2025/12/31/13/56/iStock-1277142237.jpg" srcset="https://static.independent.co.uk/2025/12/31/13/56/iStock-1277142237.jpg?quality=75&width=320&auto=webp 320w, https://static.independent.co.uk/2025/12/31/13/56/iStock-1277142237.jpg?quality=75&width=640&auto=webp 640w" loading="lazy" alt="There’s a shift from spending money on goods to travel and experiences. Executives say consumer retention is more important than ever with 50% identifying it as a top priority for 2026. Fashion brands that connect with what matters to their customers will be best positioned to earn lasting loyalty." class="sc-1mc30lb-0 ggpMaE inline-gallery-btn"/> open picture in gallery

There’s a shift from spending cash on items to journey and experiences. Executives say client retention is extra necessary than ever with 50% figuring out it as a prime precedence for 2026. Trend manufacturers that join with what issues to their clients might be greatest positioned to earn lasting loyalty. (Getty Photos/iStockphoto) Belonging Is The New Model Energy

British customers have grown weary of dopamine-fuelled microtrends and infinite product drops. The report exhibits a decisive shift in the direction of emotional connection, depth and neighborhood, with nearly 9 in ten individuals saying that belonging to a like-minded model neighborhood strengthens loyalty greater than influencer advertising.

In response, manufacturers are creating wellbeing-led “third areas”: half retail, half social hub, designed to encourage individuals to spend time, not simply cash.

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Whereas the development remains to be rising within the UK, it displays a broader transfer away from shopping for extra issues and in the direction of investing in life-style, experiences and connection.

With nearly two-thirds (62 per cent) of customers saying they really feel an emotional connection to the manufacturers they purchase from most frequently, wellbeing is turning into a business necessity fairly than a advertising add-on.

Globally, the wellness market is forecast to develop by as much as six per cent yearly by means of 2028 and British manufacturers that embed it authentically might be best-placed to win loyalty in a squeezed market.

Resale Goes Mainstream

If there may be one change UK buyers can see and really feel, it's the rise of resale. With family budgets below strain, second-hand style is rising sooner than the first market, UK market main the way in which with our lengthy established love of charity outlets, automobile boot gross sales and classic finds.

Within the UK, on a regular basis and event put on dominate resale, from work staples to wedding ceremony visitor outfits.

<img src="https://static.independent.co.uk/2025/12/31/13/28/iStock-1388657074.jpg" srcset="https://static.independent.co.uk/2025/12/31/13/28/iStock-1388657074.jpg?quality=75&width=320&auto=webp 320w, https://static.independent.co.uk/2025/12/31/13/28/iStock-1388657074.jpg?quality=75&width=640&auto=webp 640w" loading="lazy" alt="As customers spend more on second hand fashion in the search for value, brands must now define resale strategies of their own. The lure of untapped revenue will make resale an increasingly attractive way to bolster business." class="sc-1mc30lb-0 ggpMaE inline-gallery-btn"/> open picture in gallery

As clients spend extra on second hand style within the seek for worth, manufacturers should now outline resale methods of their very own. The lure of untapped income will make resale an more and more enticing technique to bolster enterprise. (Getty Photos/iStockphoto) Platforms similar to Vinted have turn out to be mainstream: the corporate returned to profitability in 2023, grew earnings by greater than 330 per cent in 2024, and by early 2025 grew to become France’s greatest attire retailer by gross sales quantity. Practically 60 per cent of world customers say they're prone to store resale in 2026.

Retailers are transferring in too.

Selfridges’ Reselfridges combines trade-ins and specialist partnerships, as a part of its ambition to make 45 per cent of its gross sales round by 2030.

For buyers, resale presents each worth and a way of moral reassurance and for manufacturers, it has turn out to be a strategic path to new clients and long-term loyalty.

All of that is unfolding in opposition to a difficult financial backdrop. Commerce tariffs, rising duties and fragile client confidence are weighing closely on the trade. Three-quarters (76 per cent) of style executives say commerce disruption will materially affect development in 2026, whereas 78 per cent determine falling client confidence as the most important risk.

<img src="https://static.independent.co.uk/2026/01/29/16/46/SoF2026-ARTICLE-CHARTS-8-05.png" srcset="https://static.independent.co.uk/2026/01/29/16/46/SoF2026-ARTICLE-CHARTS-8-05.png?quality=75&width=320&auto=webp 320w, https://static.independent.co.uk/2026/01/29/16/46/SoF2026-ARTICLE-CHARTS-8-05.png?quality=75&width=640&auto=webp 640w" loading="lazy" alt="Resale plays different roles across markets. While the US and China are more likely to use second-hand platforms to discover and trial brands, UK shoppers show lower more established engagement, a mature resale culture rather than rapid growth." class="sc-1mc30lb-0 ggpMaE inline-gallery-btn"/> open picture in gallery

Resale performs completely different roles throughout markets. Whereas the US and China are extra possible to make use of second-hand platforms to find and trial manufacturers, UK buyers present decrease extra established engagement, a mature resale tradition fairly than fast development. (Graphic Credit score: State of Trend 2026 by The Enterprise of Trend and McKinsey & Firm) But there are glimmers of resilience. Practically a 3rd of customers say they're nonetheless prepared to “splurge” if the product feels proper. Jewelry, for instance, is outperforming different classes as buyers gravitate in the direction of items that really feel significant, lasting and emotionally resonant.

On the similar time, manufacturers have gotten extra environment friendly, transferring upmarket to flee ultra-low-cost competitors, and experimenting with new codecs similar to AI-powered sensible eyewear, forecast to turn out to be a $30 billion international market by 2030.

The message from The State of Trend 2026 is loud and clear. The manufacturers that achieve Britain won't be these chasing developments, however these providing real worth: emotional, moral and monetary, in a world the place how we store is altering simply as a lot as what we purchase.