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What works to drive sales on TikTok Shop has changed, creators say

The gap between TikTok Shop creators who are scaling and those falling behind feels more pronounced than ever. Some creators are driving seven- and eight-figure sales through the platform. At the same time, content creation has become cheaper, more creators are entering the market and brands are spreading budgets across more voices. Those finding success are relying on proven formulas, which have evolved over the years.Among them are winners of December’s 2025 TikTok Shop Awards, several of whom...
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'Our muse': Coach CEO Todd Kahn on building the brand around Gen Z

This story was originally part of the 2025 Glossy 50 feature. Click here to see all of the year’s honorees.When Coach CEO Todd Kahn talks about the brand, he rarely starts with the product. For him, the brand is about emotion and identity. “We call it expressive luxury,” he said. “It’s about putting the consumer at the center.”That focus has powered one of fashion’s strongest runs. In 2025, Coach remained the main driver of Tapestry’s growth, with its first quarter, from July 2025 to September 2...
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Luxury Briefing: Why Harrods’ big sale swept TikTok, and what it means for luxury brands

In this week’s Luxury Briefing, how Harrods’ January sale went public on TikTok and what that visibility means for luxury pricing power. Plus, why lab-grown diamonds are gaining traction at the very top of the market, executive moves and the latest earnings. For tips or comments, email me at zofia@glossy.co.If you spent any time on TikTok over the past few weeks, you likely did not need to step inside Harrods to know its January sale was in full swing. The discounts were already mapped out onlin...
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China’s JNBY is making a case for faux fur, as the real thing falls out of fashion

When material innovation company BioFluff first partnered with Stella McCartney to debut its plant-based faux fur at COP28 climate conference in late 2023, the collaboration was widely regarded as a validation moment — proof that a plastic-free alternative to animal fur could meet luxury design and performance standards. What followed, through 2024 and 2025, was a steady drumbeat of fur-free commitments across fashion weeks and brands, alongside a resurgence of faux fur on the runway — particula...
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After rapid growth, ThirdLove expands its menopause-focused line to activewear

After quietly testing demand last year, ThirdLove is expanding its activewear assortment through new product innovations.On January 15, the bra brand expanded its TempSync franchise, built around thermoregulating fabric, with an active bra priced at $78 and leggings priced at $88. TempSync uses naturally derived particles infused into fabric to regulate heat and moisture as the body moves. The collection, which is sold direct-to-consumer on ThirdLove’s website, will be promoted through influence...
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Saks Global files for Chapter 11, with a $1.75 billion lifeline and familiar turnaround playbook

On Wednesday, Saks Global announced a sweeping financial reset, securing approximately $1.75 billion in committed capital and formally commencing a voluntary Chapter 11 process in the U.S. Bankruptcy Court for the Southern District of Texas. The move, backed by senior secured bondholders and asset-based lenders, is designed to stabilize the retailer as it reshapes a sprawling luxury portfolio that includes Saks Fifth Avenue, Neiman Marcus and Bergdorf Goodman.The financing package includes $1 bi...
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Asos tests the return of Topshop and Topman stores in the US

After years of operating in the U.S. primarily through online and wholesale channels, including Nordstrom, Topshop and Topman returned to a brand-controlled physical retail setting in December through a limited-time pop-up staged by parent company Asos. The 17-day Winter Wonderland activation, held in New York’s SoHo neighborhood, marked the third U.S. activation for Asos in the last six months and a long-awaited return to the states for Topshop and Topman. Asos executives say the experiment hel...
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Luxury Briefing: Neiman Marcus and US luxury's shrinking footprint

In this week’s Luxury Briefing, why Neiman Marcus sits at the center of a shrinking U.S. luxury wholesale map, how Miista turned a viral political-fashion moment into a lesson in craft and pricing power, and what Hermès’s January price hikes are signaling in the resale market. Plus, executive moves across LVMH, Fast Retailing, Aura and Gucci; Dior’s global pop-up rollout; fresh financial signals from Phoebe Philo; and the questions shaping luxury as 2026 gets underway. For tips or comments, emai...
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Inside David’s Bridal's new commission-based ambassador program for creators and employees

On Thursday, David’s Bridal launched an ambassador program dubbed David’s Style Squad. The idea is to treat included creators, customers and store associates as part of the same performance channel, paid based on their ability to convert.“We look at this the same way we look at paid search or paid social,” said Lisa Horton, chief communications and creative officer at David’s Bridal. “It has to perform.”Participants earn 5-15% commission per sale of items they post, with top performers eligible...
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Inside the 2025 rise of Labubu

This story was originally part of the 2025 Glossy 50 feature. Click here to see all of this year’s honorees.Amid shifting trade dynamics and rapidly evolving consumer behaviour, Pop Mart CEO Grant Wang has guided one of the strongest momentum stories in global retail. The runaway popularity of Labubu has pushed Pop Mart’s once niche collectibles into the mainstream and reshaped the company’s international profile.“This year stands as a transformative milestone for Pop Mart and Labubu,” Wang said...
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The K-shaped economy is forcing luxury brands to pick a side

The K-shaped economy is no longer a theory. It is now dictating which companies grow, which stall and which are forced to rethink their position in the market. The idea is simple: spending is rising at the top, holding steady on the value end, and hollowing out in the middle. For fashion and luxury brands, that split is reshaping pricing, assortment and long-term strategy.On Burberry’s most recent earnings call on November 13, CEO Joshua Schulman described the environment as “very bifurcated and...
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How resale became the first place shoppers looked in 2025

For years, resale sat alongside fashion rather than at its center, offering a cheaper or more sustainable alternative to buying new. In 2025, that framing broke down. Earnings calls, platform data and consumer behavior all point to the same shift: Resale has become a default starting point for shopping, especially as prices rise, trend cycles become faster and shoppers demand more transparency around value.On The RealReal’s third-quarter 2025 earnings call on November 11, CEO Rati Levesque descr...
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In 2025, luxury fashion’s AI marketing experiments hit a turning point

On February 11 in NYC, join Glossy for AI Marketing Strategies, a one-day event where industry leaders will dive deep into marketers’ experiences with and emerging best practices for integrating AI tools into the key layers of the marketing process.Luxury brands spent much of 2025 experimenting with generative AI in marketing, but the year ended with a clear signal that consumer tolerance has limits. That tension came into focus on December 2, when Italian fashion house Valentino faced widesprea...
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Pandora is betting on AI agents to scale service and emotional selling during the peak holiday season

On February 11 in NYC, join Glossy for AI Marketing Strategies, a one-day event where industry leaders will dive deep into marketers’ experiences with and emerging best practices for integrating AI tools into the key layers of the marketing process. When Pandora rolled out its first AI-powered service agent earlier this year, the goal wasn’t to showcase cutting-edge technology. It was to survive the peak holiday shopping season without sacrificing the customer experience or margins.The agent, du...
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Luxury Briefing: At 10, Nadine Merabi bets on bridal-adjacent whitewear and disciplined growth

In this week’s Luxury Briefing, why Nadine Merabi is doubling down on bridal-adjacent whitewear as it approaches $50 million in annual revenue, how FWRD is investing through the luxury slowdown with Rosie Huntington-Whiteley’s fashion director appointment, and why protein-based biomaterials are gaining traction with luxury brands. Plus, executive moves at Bvlgari, Etro and Neiman Marcus; the release of January Fashion Week calendars; and the strategy behind recent trade policy shifts. For tips o...
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Why brands are still showing up on Roblox

Over the past year, Roblox has become harder for brands to ignore — not because it has resolved the challenges of digital commerce, but because of the scale at which younger consumers already use it. The platform now reaches 151 million daily active users who spend close to three hours a day inside its experiences, which will equate to more than 88 billion hours of engagement in 2025.


At the same time, Roblox is positioning itself as a place where retail behavior is increasingly visible in re...
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How Aerie turned pajamas into an all-day, year-round business

Sleepwear has emerged as one of Aerie’s most meaningful growth drivers as the broader apparel market remains uneven. For the third quarter, American Eagle Outfitters reported record revenue of $1.36 billion, up 6% year over year, with comparable sales up 4% overall. Aerie significantly outperformed the group, delivering 11% comparable sales growth, driven by strength across categories including intimates, apparel, Offline activewear and sleep. The core American Eagle brand had 1% comparable grow...
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Inside Kendra Scott’s feel-good holiday strategy

As Kendra Scott expands into new lifestyle categories and builds on more than $500 million in annual sales, the brand is using its 2025 holiday campaign, “You Make The Season,” to play to the emotions of its multigenerational customers.“Our mission is always customer first, and this holiday season was no exception,” said Kendra Scott. “‘You Make The Season’ delivers a simple yet powerful message: The moments that matter most are defined by the people our customers share them with.’”The campaign...
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Luxury Briefing: Why the next hero bags aren’t coming from luxury’s mega houses

In this week’s Luxury Briefing, why the next generation of hero bags is being engineered by independents like Janessa Leoné and Métier. Plus, why Charlie Smith jumped from Loewe to the tech company Nothing, and what to expect from ShopMy’s new magazine. In News to Know, retail updates, executive moves and AI-native storefronts defined the week. For tips or comments, email me at zofia@glossy.coBefore entering handbags, Janessa Leoné was best known for her namesake accessories label built around m...
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How Marimekko aims to strengthen customers' loyalty with its new app

Marimekko’s launch of its first mobile app on December 10 arrives at a moment when fashion brands are rapidly building their own closed digital ecosystems — but the company is taking a distinctly different path from the rest of the industry. It was designed to showcase the 70-year-old brand’s print archives, as a priority over shoppable products, according to the brand. The goal is to give loyalists a reason to spend time with the brand and to create a deeper, more measurable relationship with i...
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With search and social visibility shrinking, Aritzia’s 1 million app downloads signal a pivot

Aritzia’s launch of an app has quickly become one of the most influential digital moves the retailer has made. The app is already reshaping how the company gathers insights and communicates with its customer community, which increasingly oscillates between inspiration and shopping.Since launch, on October 28, the app has surpassed 1 million downloads, split evenly between the U.S. and Canada. It was the most-downloaded shopping app in the App Store on its first day, according to the brand. With...
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Luxury Briefing: Inside Hugo Boss's plans to reset in 2026

In this week’s Luxury Briefing, Hugo Boss’s revenue decline raises questions about the fate of mid-premium brands in a K-shaped economy. Plus, Republic Brands Group acquires Joie, Equipment and Current/Elliott, and investors react to Prada’s Versace deal. Finally, executive moves and news to know. For tips or comments about Versace or other industry news, email me at zofia@glossy.coFor most of the last four years, the Hugo Boss Group behaved like a company in revival mode. It doubled its sales,...
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From UGC to R&D: POV Beauty's Ani Hadjinian on leveraging community for every product launch

Ani Hadjinian spent most of her career helping shape some of beauty’s most recognizable brands, including Bobbi Brown, Estée Lauder, Tom Ford Beauty and Augustinus Bader. Now, as CEO and co-founder of POV Beauty, which launched in March with TikTok mega-creator Mikayla Nogueira and is backed by Imaginary Ventures, she’s applying that expertise to a different kind of playbook. The brand’s breakout launch, which sold out its first run within hours and drew waitlists in the tens of thousands, refle...
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Dr. Martens is going big on a mosh-pit-tested sustainable leather

Dr. Martens and Gen Phoenix have entered a long-term materials partnership at a moment when most next-gen innovators are retreating. Over the last two years, several high-profile alternatives once positioned as the future of leather have collapsed under commercial pressure. Mycelium leather company MycoWorks shut down its South Carolina plant in October 2024. And Bolt Threads discontinued its mushroom- and bio-based leather development through 2023–2024 after pivoting to beauty. Textile-to-texti...
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