The Guardian · AI
High-street brands pursue a revival with luxury-inspired strategies
Gap, M&S and Topshop are seeking renewed appeal after facing pressure from sustainability-conscious consumers and extremely cheap online competitors. These high-street names, which flourished in the 2000s, are moving beyond reliance on affordable, trend-driven designs. They are adopting approaches associated with luxury labels, including high-profile celebrity collaborations and improved services, to attract shoppers.
What to know
- 01
After flourishing in the 2000s, these brands faced pressure from sustainability-minded shoppers and the rise of extremely cheap online labels.
- 02
Their revival strategies extend beyond affordable fashion trends to luxury-inspired approaches, celebrity partnerships and improved services.
Why it matters
These efforts reflect high-street brands adjusting how they attract shoppers in response to sustainability concerns and low-cost online competition.
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