Fashion marketing is getting a new look as brands shift their focus to meet the evolving expectations of today’s consumer. From the rising demands of Gen Z to AI-driven personalization, the industry is evolving. Experts weigh in on the trends and strategies that will define the future of fashion marketing and how brands can stay ahead.
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Trend: Meaningful connection is redefining fashion marketing | Caroline Rothwell Gerstein, Founder & President, CARO
“In 2025, fashion marketing is being redefined by a return to meaning. Consumers are gravitating toward brands that offer emotional utility, not just aesthetic appeal. Storytelling is shifting from polished perfection to intimate resonance, with creators and communities driving brand voice more than legacy campaigns. Affiliate marketing is evolving into co-ownership models powered by stylists, niche voices, and micro-creators with authentic credibility. Even experiential retail is transforming into immersive, hybrid spaces—part content channel, part sanctuary—while conscious commerce is setting the standard through transparent supply chains and digital product passports. Luxury, too, is being reimagined—not through exclusivity, but through attuned, personal connection. Lining up with new authentic celebrity ambassadors who best connect their house with their audience. The most resonant brands today are those offering clarity, intimacy, and values that match their customers’ inner worlds.”
Trend: Gen Z is reshaping the definition of luxury | Scott Kerr, President, Silvertone Consulting
“The smarter luxury fashion brands will reimagine themselves for a world where client expectations are rising faster than ever before—especially Gen Z. Gen Z’s approach to luxury is radically different from previous generations. They value experiences over products, sustainability over excess, and authenticity and genuine care over traditional notions of exclusivity. Luxury fashion brands that fail to inspire this younger audience—in the face of increasing their prices to offset rising tariffs—will find themselves in deep trouble, regardless of their heritage or past successes.”
Trend: High-impact marketing with lower overhead | Lori Riviere, Founder, The Riviere Agency
“One of the most notable dynamics we’re seeing this year is how macroeconomic pressures—particularly increased tariffs and rising production costs—are pushing brands to be more cautious with their spend. There’s a growing demand for high-impact, results-driven marketing that doesn’t come with inflated overhead.
“We’ve found that our larger brand partners—as well as bigger agencies that bring us in for white-label work—are increasingly turning to us because we’re intentionally small and nimble and leaning on us to ideate and produce programs that are low cost, high-impact with 3x-10x ROI on spend.
“Brands are leaning into smart, experiential moments that are creatively rich but streamlined in execution—think intimate pop-ups, editorially driven events, and collaborative activations that drive both awareness and conversion. At the same time, consumer expectations are shifting fast. Storytelling, cultural relevance, and authenticity are no longer optional—and the brands that are winning are the ones showing up meaningfully, not just beautifully.”
Trend: Personalization and influencer marketing as key drivers of conversion | Polina Lichagina, Vice-President, bicom
“Social media platforms have become integral to fashion marketing strategies. Nowadays brands are utilizing Instagram and TikTok not only for promotion but also as direct sales channels. They are also leveraging AI to further personalize shopping experiences – tailored product recommendations, customized messaging and individual shopping journeys – thanks to a deeper AI analysis of consumer behavior and preferences. Influencer partnerships, particularly with micro and nano-influencers, are proving effective in reaching targeted demographics and driving conversion, therefore enhancing customer engagement and loyalty.”
Trend: Partnerships and cross-industry collaborations drive success | Giovanna Noe, US Public Relations and Communications Consultant
“Something that I found very powerful and exciting when building strategies for my fashion clients has been the opportunity to work on partnerships, collaborative posts and campaigns with hospitality brands, building experiences and events together that can also extend into social media campaigns. So a mix of experiential, storytelling and working across different fields is a good blend when it comes to a successful marketing strategy. In June 2024, thanks to the CFDA, we were able to be part of a great partnership with Hotel Ritz Carlton in Florence for our fashion brand Zankov during Pitti Uomo. The campaign and event were really successful and also well received (and the campaign was also nominated for the Webby Awards).”
Trend: Experiential retail, omnichannel integration and Gen Z | Maurisa Turner Potts, Founder & CEO, Spotted
“One of our clients is Tysons Corner Center, recognized as one of the top shopping destinations in the country, and we've had a front-row seat to how the fashion and retail landscape is evolving. We're seeing several key trends shaping 2025:
“Experiential Retail: Brands are moving beyond transactional spaces to offer immersive experiences — from pop-ups and art installations to fashion shows and style lounges. At Tysons, we’ve supported partnerships with beauty and fashion brands that create interactive in-mall moments designed to build deeper customer engagement.
“Community-Centered Storytelling and Activations: There's a growing emphasis on local voices and authenticity. Brands are collaborating with regional influencers and content creators who resonate with diverse audiences — a trend we’re actively activating in markets like Tysons to drive foot traffic and loyalty.
“Omnichannel Integration: Shoppers expect seamless transitions between online and in-store. We’ve seen success when retailers offer digital previews, early access promotions, or social-first product drops that then drive in-person engagement.
“As the leading shopper generation in 2025, Gen Z is no longer emerging — they’re in control. With a global spending power projected to surpass $360 billion, Gen Z is setting the tone for how brands show up, tell stories, and deliver experiences across platforms. They are value-driven, digitally fluent, and deeply influential — not only in their own purchasing decisions, but in steering what older and younger generations adopt. At Tysons Corner Center — one of the top shopping destinations in the country and a longtime client — we’ve seen firsthand how Gen Z’s preferences are transforming the retail landscape. Just look at the demographic of shoppers on black friday for the holidays, the majority are Gen Z and Alpha shoppers getting up early for the deals and community. They’re showing up for more than just shopping; they want cultural connection, sustainability, self-expression, and entertainment in every interaction.”
Trend: Transparency and community reign supreme | NOMAD The Agency
“In 2025 the brands that will stand out are the ones that feel personal, transparent and culturally connected. It's about building real trust and emotional connection, not just selling beautiful products.
“Brands are moving away from trying to reach everyone and focusing instead on smaller, more connected groups. It's about building real relationships, not just chasing numbers. For example, Gucci’s Vault highlights fresh designers to create a niche audience that feels part of something special. We’re also seeing a huge cult following around Labubu collectibles (I love them personally) showing how a brand can build massive cultural buzz through small, passionate communities without needing mass appeal.
Today’s consumer also expects brands to be upfront about how products are made and when they’re not, it quickly becomes public. Recently, Chinese TikTokers started calling out luxury brands, saying many products are ‘made in China,’ creating some online backlash. While some luxury items are indeed partially produced in China (especially sneakers, ready to wear, some bags & accessories), it’s important to clarify that most heritage pieces , like couture and artisanal leather goods are still handcrafted in Europe like Hermes bags. This shows how important it is for brands to be honest and clear about production processes and to tell the full story behind the craftsmanship and standards they uphold. For example, Stella McCartney continues to lead by clearly communicating sustainability goals. Burberry is using blockchain technology to track and show material sourcing, giving consumers full visibility.”
