Consumers have turned to videos created by people like them to learn more about brands and products as they shop, particularly online. In response, savvy brands and retailers are leveraging authentic, personalized video content to convert shoppers and drive revenue. 

One of the most innovative tactics is integrating these organic, user-generated videos directly into the online shopping experience. For the purpose of this report, shoppable user-generated video is creator-made content that features products and includes built-in shopping functionality, allowing users to discover and purchase products directly from the video. In these videos, creators and customers alike candidly share details about their experience with specific products — whether it’s fit, texture, color or other descriptors — and add credibility and authenticity to the on-site shopping experience.

As fashion executives look to 2026, they are contending with a fundamentally new reality. US tariffs have redrawn trade maps and forced brands and their suppliers to rapidly adjust. Consumers continue to rethink their spending, seeking value and devoting more of their budgets to achieve other goals, including their own well-being and longevity. The swift onset of AI, meanwhile, means fashion businesses find themselves in a rapidly changing technological landscape.

To reduce waste, the Refashion program helps users create outlines for adaptable clothing, such as pants that can be reconfigured into a dress. Each component of these pieces can be replaced, rearranged, or restyled. It’s hard to keep up with the ever-changing trends of the fashion world. What’s “in” one minute is often out of style the next season, potentially causing you to re-evaluate your wardrobe.

A report by BCG and Vestiaire Collective, based on a survey of 7,800 consumers from the Vestiaire Collective community, shows that secondhand fashion and luxury is now firmly embedded in how people shop. Secondhand fashion and luxury has evolved into a resilient and fast-expanding force in the global fashion and luxury industry.

Predicting what matters in fashion was once an elite sport, the province of those who attend those big runway shows in New York, Milan, London, and – right now – Paris, like the editors of influential magazines. (A line from 2006’s The Devil Wears Prada, about Miranda Priestly, a tyrannical fashion editor, conveys the idea succinctly: “You still don’t get it do you? Her opinion is the only one that matters.”)

Discover the strategies and trends shaping the next chapter of beauty and fashion creator marketing. Traackr’s2025 Beauty & Fashion Insights report reveals the shifts, strategies, and standout brands shaping the creator economy in 2025. Based on US data from January through June 2025, this report uncovers why audience attention is slipping, which creators and platforms are breaking through, and how top brands are rewriting the playbook for success.

TikTok has published its first-ever shopping trends report for the UK market, providing insights into the most popular products and consumer behaviors driving in-app commerce this year. The 33-page “Big Shop Report” details a wide range of trending items across key categories including fashion, beauty, tech, food, and home, reflecting TikTok’s growing influence as a shopping destination.

The report comes amid TikTok Shop’s rapid expansion in the UK, where it emerged as the fastest-growing online retailer in 2024, according to the platform. With integrated shopping features like shoppable videos, livestream shopping, and an expansive marketplace, TikTok is reshaping how UK users discover and purchase products.

Ever wished shopping apps could just get you? Zalando’s AI assistant is making that happen. Their chatbot isn’t just answering questions, it’s your personal stylist in your pocket. Zalando reported a 4.2% revenue lift last year. The question is: how much of that came from AI, and how can they do even better?

How Zalando uses AI to personalize the shopping experience

Zalando’s AI assistant is like having a stylist in your pocket. Instead of tapping through endless filters, users just ask: “What should I wear to a wedding in Santorini in July?”