Mass-market brands attract celebrities and AI to win back shoppers
Popular clothing brands Gap, Marks & Spencer, Topshop, and Asos are changing their strategies to win back shoppers amid competition from cheap online retailers, reports The Guardian.
Companies are focusing on collaborations with celebrities, fashion shows, and artificial intelligence.
Gap launched a collection in partnership with Victoria Beckham, while Marks & Spencer held a show at London Fashion Week. Moreover, half of the items in M&S’s new collection cost less than 50 pounds (around 800,000 Uzbekistani soms). Thanks to the updated assortment, the number of shoppers under 35 at the brand increased by 16% over the year.
Online retailer Asos engaged stylist Zendaya’s Law Roach and introduced AI assistants, virtual try-ons, and a feature for purchasing ready-made outfits.
Experts note that mass-market brands are adopting approaches from luxury labels while maintaining affordable prices. This helps them compete for shoppers’ attention, as consumers increasingly opt for second-hand clothing and pay closer attention to the quality of items.
