The fashion industry continues to move between economic pressures, strategic investments and new creative impulses. While sporting goods suppliers and trade associations report growth, other companies are facing new challenges. At the same time, brands are increasingly focusing on cultural relevance, collaborations and international expansion – both in retail and on the catwalks.
Business
Business figures and market movements
While Decathlon recorded an increase in sales in 2025 and the Intersport Group was also able to increase its revenues, Nike had to accept a 35 percent decline in profits in the third quarter. At the same time, Esprit was able to reduce its annual loss after a comprehensive change.
Corporate strategies and structural changes
The luxury group Kering is partly divesting itself of real estate holdings and has sold a majority stake in a Milan property for more than one billion euros. At the same time, EssilorLuxottica is strengthening its international position and has acquired a stake in the Thai optical company Top Charoen. In Austria, Bründl Sports has taken over the retailer Strolz.
Industry challenges and market trends
Technology and regulation shape the current debates. An AI scanner was introduced in China that analyzes textiles for recycling processes within seconds.
In an interview, Franz-Peter Falke, managing partner of the sock specialist, talks about the importance of tradition, innovation and emotional connection for the success of the family business. He also shows that tariffs harm the company economically.
Luxury online shop LuisaViaRoma is facing simplified liquidation proceedings, while Foot Locker is set to lose its first jobs as part of a strategy change by Dick’s Sporting Goods.
Sports and brand strategies
The business model in winter sports is changing: the market is increasingly oriented towards premium segments and new experience offerings, as the development in the ski market towards high-quality concepts shows. At the same time, the US group PVH is increasingly focusing on cultural relevance and using pop culture as a driver for brands such as Tommy Hilfiger and Calvin Klein.
fashion
Collaborations and brand strategies
Collaborations remain an important tool for brand positioning. Onitsuka Tiger, together with Versace, has presented a sneaker that combines luxury and streetwear elements. Adidas Originals is simultaneously embracing global football culture and launching a World Cup collection.
Brand development and international markets
Maison Margiela is strengthening its presence in Asia, relying on a combination of fashion shows and cultural events to further penetrate the Chinese market. At the same time, the industry also shows counter-examples: The once highly rated shoe brand Allbirds is now seen as an example of a rapid rise and equally rapid loss of importance in the fashion environment.
Trends on the catwalks
The fall-winter 2026 season increasingly focuses on reduced elegance and precise workmanship, as the analysis of the season’s quiet sophistication shows. At the same time, new creative scenes are emerging, for example in Eastern Europe, where a new generation of design from Moldovan brands is gaining attention on the catwalk.
retail
Expansion and new trading concepts
Several brands are pushing ahead with their international expansion. Superdry is planning 21 new stores in Europe, while Birkenstock is opening its 30th store in Europe with a new opening in Bordeaux. The eyewear brand Viu also continues to rely on stationary stores despite the difficult market situation, while Riani is expanding its international presence with an expansion into the Netherlands.
New stores and retail formats
Stationary expansion also remains visible in Germany. Timberland has opened a new location in Unter den Linden, Mister Spex is expanding with a store in Hamburg-Bergedorf and Fabletics is starting a shop-in-shop in Berlin’s KaDeWe. Breuninger is also testing new digital trading models and is launching its marketplace model in the Netherlands.
Technology and consumer trust
Artificial intelligence remains a central topic in retail. A study shows that many retailers in Europe are still struggling with the practical implementation of AI. At the same time, incorrect AI communication can affect trust: According to research, 58 percent of consumers blame the brand when AI provides incorrect information.
Regional developments
Geopolitical tensions also influence trade patterns. Despite the war in the Middle East, Dubai remains a key luxury location trying to defend its position as a shopping destination.
Personal details
There are several leadership changes in the industry. A new management team has been introduced at denim label Gang, while creative director Mark Thomas is leaving fashion house Carven. There is also movement in the creative department at Courrèges: Drew Henry is taking over the creative direction.
In retail, KaDeWe is strengthening its management with a new department manager for menswear, who previously worked at Peek & Cloppenburg. Zalando buyer Nichole Strydom has also taken on a new professional position.
Measure
The trade fair organization Pitti Immagine is preparing several program items. The designer JiyongKim is expected as a guest at the next edition of Pitti Uomo, as is the Danish brand Sunflower. At the same time, however, the organizer canceled the planned EP Summit.
culture
Cultural projects also remain part of the brand strategy. The “Gucci Memoria” exhibition will open in Milan at the end of the month, highlighting the history and creative legacy of the fashion house.
