3. 2026 Consumer behaviour outlook

Re-engineering desirability for the algorithmic consumer

The global fashion sector is entering a new strategic cycle defined by profound shifts in consumer behaviour, demanding a re-evaluation of how apparel companies build desirability and remain visible. Amid persistent economic uncertainties and geopolitical pressures, the industry is grappling with the structural transformation brought on by artificial intelligence (AI), a pervasive shift toward authenticity and value, and the unabashed rise of ultra-fast fashion platforms.