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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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Luxury Briefing: Sentaler goes international as luxury outerwear demand intensifies

In this week’s Luxury Briefing, Sentaler’s international expansion arrives at the perfect moment. Meanwhile, early holiday behavior is reshaping Black Friday strategy for department stores, and executive shakeups at Zegna and Galeries Lafayette underline a period of strategic recalibration. And in News to Know, runway changes, skiwear collaborations and regulatory moves define the week. For tips or comments, email me at zofia@glossy.coHoliday shoppers are shifting how — and when — they buy for t...
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Ginny Seymour, Aligne | Glossy 50 2025

According to Ginny Seymour, 2025 was the year Aligne hit its stride. “I couldn’t sleep in December last year; I just knew 2025 was going to be our year,” she said. Indeed, it was a defining period for the British fashion brand, with milestones like opening its first U.S. pop-up and entering a retail partnership with Nordstrom.Founded in 2023, the contemporary fashion brand Aligne had built momentum through direct-to-consumer growth and a tight community of loyal shoppers. This year, it evolved i...
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Luxury Briefing: Malone Souliers adapts to a polarized luxury market under new CEO Andrew Wright

In this week’s Luxury Briefing, a look at how small, independent labels are adapting to a shifting luxury landscape. Plus, new insights from Bain and Altagamma on the state of the global market. In earnings, updates from Mulberry and LuxExperience. Executive moves include a key appointment at Versace. And in News to Know, app launches, brand relaunches, strategic resets and geopolitical tensions shape the week. For tips or comments, email me at zofia@glossy.coMalone Souliers is positioning itsel...
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As resale platform Vinted eyes an $8.7 billion valuation and US expansion, UK users push back

For the Lithuanian resale platform Vinted, its recent platform update linking its U.K. and U.S. marketplaces was meant to signal a new era for the European resale giant, which launched in 2008. However, it is facing resistance from U.K. users unhappy with the changes.The company confirmed the update in a statement shared when contacted about the change. “Starting this week, we are enabling transactions between our U.K. and U.S. members,” stated a spokesperson from the company in an email. “This...
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H&M introduces Pre Loved shop-in-shop with LA's Wasteland Vintage

L.A’.s vintage lovers are getting a new stop on their weekend circuit. On Thursday, H&M is opening a permanent “Pre Loved” shop-in-shop at its new North Beverly Drive store, in partnership with Wasteland Vintage. The shop’s assortment includes designer finds, leather staples and H&M archive gems. It marks H&M’s second Pre Loved shop in the U.S. after debuting in Soho last year.“Los Angeles felt very much like a natural second city to launch Pre Loved in the U.S.,” said Sofia Mahlen, head of circ...
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Exclusive: Everlane’s next big bet on loyalty centers on fixing your favorite jeans

Everlane is bringing circular fashion to its retail experience with the launch of a Denim Repair and Mending program at its Williamsburg, Brooklyn store. Beginning November 15, customers can bring in their favorite jeans from any brand for free repair for a limited time, plus they’ll receive a 25% discount on new Everlane denim during opening weekend. The program reflects the brand’s focus on establishing a more elevated identity that began last year and includes the debut of a new brand monogra...
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Luxury Briefing: Luxury's holiday storytelling is the season’s strongest antidote to AI fatigue

In this week’s Luxury Briefing, a look at how handcrafted storytelling is becoming luxury’s antidote to AI fatigue, as seen in creatives like Strathberry’s holiday campaign. Plus, Kay Barron’s new venture, Vvend. In earnings, Burberry, On and The RealReal show where demand is on the rise. Executive moves include Balmain’s appointment of Antonin Tron. And in News to Know, McQueen restructures. For tips and comments, reach me at zofia@glossy.coLuxury brands are rethinking what “craft” means in the...
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Google turns search into a personal shopper with new AI checkout and calling features

Google wants to make shopping simpler and faster this holiday season. “Shopping still involves a lot of drudgery,” Vidhya Srinivasan, vp and gm of ads and commerce at Google, said at a Google roundtable event on November 12. “We spend way too much time doing things like looking for deals or going through lots of filters only to find that you can’t really get it down to the thing that you want.”Announced on Thursday, the company is introducing new tools in Google Search and its Gemini app that ai...
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The grooming boom: Men are finally buying skin care for themselves

Men are no longer passive about their grooming routines. They’re now actively buying skin care for themselves and gifting it, too. For brands such as Dove Men+Care and Axe, both part of Unilever and each bringing in over $1.08 billion (€1 billion) in revenue, the business case is clear: Men’s grooming is transitioning from function to lifestyle. “The cliché that men who care [about skin care] represent a small, select group is gone,” Augusto Garzon, global brand vp for Unilever’s men’s personal...
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Luxury Briefing: Miami’s Bal Harbour Shops bets on privacy, experience as department stores stumble

In this week’s luxury briefing, a deep dive into how a luxury retail location in Miami is expanding amid a contracting luxury retail landscape. Also, an inside look at Coach’s earnings with CEO Todd Kahn, new earnings results from Ralph Lauren and Zalando, insights from the Q3 Lyst Index, and executive moves at Tory Burch and Skims. For tips and comments, reach me at zofia@glossy.co.Luxury retail in the U.S. is in a reset. In October, Saks Global, the parent of Saks Fifth Avenue, Neiman Marcus a...
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