Fashion Week 2026: How Are Fashion Brands Marketing Themselves?

Fashion Week is shining a light on some new trends, and UK fashion marketers are having a think at how they can engage with customers dfferently. Klaviyo, the B2C CRM that works with brands including Paul Smith, DKNY, Folk Clothing and Castore, did some research. It found that less than 1 in 10 UK fashion marketers believe reacting to viral moments actually works.

Jamie Domenici, Chief Marketing Officer at Klaviyo, explained, “As trends shift quicker than ever, chasing viral moments without aligning them with your brand’s values isn’t sustainable. Instead, brands that lean into personalisation and authentic storytelling will stay relevant and connect best with shoppers during peak moments like London Fashion Week and throughout the year.”

The report reveals that 40% of UK fashion marketers now see personalised experiences and storytelling as the strongest drivers of relevance. We’re moving away from reactive campaigns and more toward building long-term connections with customers, instead of trying to capitalise on what’s in and hyped at the time.

Influencer partnerships are still important in the space, with 69% of marketers saying they’re essential for cultural credibility. So brands are choosing trusted voices to reach audiences in ways that feel authentic. They’re no longer attempting to chase every viral trend.

How Are Brands Using AI In Marketing?

Tech is becoming more of a player in marketing operations, but its use is quite different across the different areas. Klaviyo’s research shows that almost 80% of UK fashion marketers are using AI in some form. Yet only 34% apply AI for personalising customer experiences, and just 22% use it for demand planning.

Ben Jackson, EMEA Managing Director at Klaviyo, said, “As viral moments come and go at lightning speed, relevance in the fashion industry will increasingly be defined by how successfully brands use technology to build personal, data-driven experiences. AI gives brands the tools to anticipate shifts in customer behaviour and personalise engagement at scale, while staying true to their brand and delivering experiences customers genuinely value.”

The gap is especially noticeable in customer experience. More than a quarter of UK fashion marketers have not applied AI in CX at all. This leaves an opportunity for brands that want to form a deeper connection with shoppers through more customised recommendations and responsive marketing campaigns.

What Technology Are Marketers Using to Stay Relevant?

Outside of AI, fashion brands are turning to multiple tools to react quickly to changes in trends. In the UK, 41% of marketers update collections in real time using flexible ecommerce platforms. Social listening and trend monitoring tools help 39% of marketers identify emerging conversations. Influencer management platforms are used by 37% to activate trusted voices quickly, while 34% rely on data and analytics tools to surface real-time customer insights.

Company size affects how these tools are used in the EU. Enterprise-scale brands tend to use AI-powered content creation and optimisation tools, with 46% confirming this for sure. Entrepreneurs and smaller brands often prioritise updating collections quickly, with 37% of entrepreneurs and 42% of SMBs using flexible ecommerce platforms to keep their offerings current.

The days of just posting with trends as they come (and go) are way over. Marketers now want storytelling, personalised experiences and technology to engage audiences better than they did before.