Business · Companies · 1 day ago
High-street brands use luxury cues and new services to win shoppers back
High-street fashion brands are trying to win shoppers back after facing pressure from sustainability concerns and ultra-cheap online rivals.
M&S has shown a catwalk collection at London fashion week, with half its pieces priced below £50.
Gap, Topshop and Asos are also changing how they sell clothes, through celebrity collaborations, new store concessions and styling services.
At Asos, Hollywood stylist Law Roach will help put outfits together, alongside AI styling tools and virtual try-ons.
The aim is to make affordable clothes easier to choose and wear, while borrowing some of the appeal of luxury fashion.
Asos has also introduced an adaptive collection for disabled customers, with every item priced at £65 or less.
The impact of an October cyber-attack on Asos is still unclear, after the retailer reported falling sales last August and profit growth this March.
High-street fashion brands are using luxury cues, celebrity collaborations and new services to attract shoppers.
Marks & Spencer says the number of under-35s shopping at the retailer rose 16% year on year.
Asos has added AI stylists, virtual try-on tools and a feature that lets shoppers buy a complete outfit at once.
Asos has also introduced an adaptive collection for disabled customers, with every item priced at £65 or less.
The article says brands are adapting to more sophisticated consumer habits while keeping prices accessible.
- Who
- High-street brands including Marks & Spencer, Asos, Gap and Topshop.
- What
- They are using luxury-inspired fashion, collaborations and services to win shoppers back.
- When
- The article was published on 31 October 2026. It describes recent and ongoing initiatives.
- Where
- The initiatives span UK retailers and online shopping, including London fashion week and John Lewis stores.
- Why
- Brands are seeking to engage shoppers amid competition from ultra-cheap online labels and changing consumer expectations.
This story does not have two clearly opposing sides.
Topshop relaunched.
Asos sales were down 12%.
Asos announced 50% growth of profits.
Asos experienced a cyber-attack.
- Under-35 shoppers
- Up 16% year on year at M&S
- Topshop concessions
- 30 John Lewis stores
- Asos consumer research
- 68% say they need to know how to wear an item
- Adaptive collection price ceiling
- £65
- Disabled people not in work in the UK
- 46%
What people are saying
making the buzz of London fashion week accessible to everyone