Fashion Data Report 2026

Those who invest in AI grow more

The clearest correlation to emerge from the data concerns Artificial Intelligence: companies that have integrated AI not as a simple experiment, but as a true daily work infrastructure, have recorded the most solid growth.  

The economic impact is felt on multiple fronts:

• Speed and Costs: Faster production cycles and a structural reduction in the cost per content (e.g., campaign images generated with AI pipelines).  
• Volumes and Testing: A greater number of assets produced for various channels and the ability to test different creative variants based on data.  
• Customer Service and Personalization: From conversational agents for the helpdesk (capable of managing returns, size information, and availability) to predictive recommendation engines for upselling.  

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"The marginal cost of well-made content is approaching zero. What remains scarce is creative direction and brand knowledge."

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Identity Wins Over the Infinite Catalog

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In an increasingly competitive market, brand identity has proven to be a measurable and powerful commercial asset. Building and maintaining a specific niche is now worth much more than trying to speak to everyone in a generalist way.  

Whether it is British Heritage (e.g., Barbour), Sartorial Menswear (e.g., Tagliatore), or Research Sportswear (e.g., C.P. Company), brands with a recognizable aesthetic code guarded without compromise have outperformed. The depth of the relationship with one's community proves to be an economic multiplier far superior to the simple breadth of the audience reached.

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Premium Footwear and Menswear Drive Volumes

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Looking at the ranking of the most sold brands within the panel, the strength of footwear is undeniable: about 43% of the products sold belong to this category, with premium Italian sneakers firmly leading the volumes (e.g., Autry with over 2,000 products, New Balance, Premiata).  

At the same time, different value-based business models emerge: brands like Golden Goose (AOV €355) and Tagliatore (AOV €552) demonstrate how the premium segment optimizes margins by working on lower volumes but with an average ticket significantly higher than the average.

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