Marks & Spencer, Asos and Topshop are turning to celebrity collaborations, artificial intelligence and luxury-inspired collections to win back younger shoppers.
The companies are adopting strategies traditionally associated with designer brands, combining high-profile partnerships with affordable pricing and improved shopping experiences to compete with fast fashion giants such as Shein.
M&S has been leading the charge, staging its first London Fashion Week catwalk show in September, with half of its collection priced below £50.
It said its focus on more fashion-led ranges has helped drive a 16 per cent year-on-year increase in the number of under-35s shopping with the brand.
M&S head of design Lisa Illis told The Guardian that it was looking to make fashion more accessible while developing collections designed to appeal to younger customers.
Meanwhile, Asos has appointed celebrity stylist Law Roach, known for working with Zendaya, as its first stylist-in-residence.
The partnership forms part of its wider turnaround strategy, which includes introducing AI-powered styling tools, virtual try-on technology and its ‘Buy the Look’ feature, allowing shoppers to purchase complete outfits.
Asos research found that 68 per cent of consumers find choosing what to buy easier than knowing how to style it.
It has also expanded its adaptive clothing range, developed with disability consultancy Tilting the Lens, with items priced at £65 or less.
Elsewhere, Gap has partnered with Victoria Beckham on a new collection, while Topshop is rebuilding its high street presence through concessions in 30 John Lewis stores and luxury department store Liberty.
Savvy Marketing insight manager Ella Baynes said retailers were increasingly adopting elements of luxury fashion branding to attract consumers seeking aspirational styles at accessible prices.
However, the strategy comes as younger shoppers become more conscious of garment quality, sustainability and value for money.
Fashion commentator Andrea Cheong warned that consumers are becoming increasingly sceptical of retailers’ attempts to elevate their brands, particularly when product quality does not match premium positioning.
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