UK fashion brands swap viral hype for AI & loyalty
UK fashion marketers are putting less emphasis on chasing viral trends and more on personalised customer experiences, brand storytelling, and influencer partnerships, according to new research from marketing automation group Klaviyo.
The findings, from Klaviyo's 2026 State of Fashion Marketing in Europe report, suggest real-time trend response is no longer a core tactic. Only 9% of UK fashion marketers surveyed said reacting to real-time hype works.
Instead, 40% said personalised customer experiences and storytelling are now the strongest drivers of relevance. The report frames this as a shift toward longer-term brand building and customer relationships, rather than short-lived social moments.
Influencer focus
Influencer partnerships remain central to fashion marketing. In the UK sample, 69% of marketers described influencer activity as essential for cultural credibility and authenticity.
Brands still see influencer channels as a way to stay close to emerging conversations, even as some question the value of trend-hopping. Marketers want relevance, but are placing greater emphasis on alignment with brand identity.
Jamie Domenici, Chief Marketing Officer at Klaviyo, linked the shift to faster trend cycles and the need for consistent brand messaging.
"As trends shift quicker than ever, chasing viral moments without aligning them with your brand's values isn't sustainable," Domenici said. "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."
AI use gap
The research also highlights uneven use of artificial intelligence across fashion marketing. Almost 80% of UK fashion marketers reported using AI in some form in marketing operations. While the summary did not list the most common use cases, the results suggest brands mainly apply AI to internal processes.
Fewer marketers reported using AI in areas directly tied to customer experience. Only 34% said they use AI to personalise customer experiences, and 22% use it for demand planning. Another 28% said they have not implemented AI in customer experience at all.
The report describes this as a potential weakness as AI tools become more common in shopping journeys. Consumers are increasingly using AI-based services for discovery and product comparison. Brands that do not invest in AI-led personalisation risk falling short of changing expectations around relevance and speed.
Klaviyo describes itself as an autonomous B2C CRM provider, and says its platform is used by more than 193,000 brands. Fashion customers include Paul Smith, DKNY, Folk Clothing, and Castore.
Technology stack
Beyond AI, marketers cited other technologies they use to keep pace with shifting demand. In the UK, 41% said they update collections in real time using flexible eCommerce platforms. Another 39% said they use social listening and trend monitoring tools to spot emerging conversations.
Influencer management platforms also featured prominently, with 37% saying they use these tools to activate trusted voices quickly. A further 34% cited data and analytics tools as a key way to surface real-time customer insights.
Across Europe, the mix of tools varies by company size. Enterprise fashion brands in the EMEA region most commonly relied on AI-powered content creation or optimisation tools (46%). Entrepreneurs and small and medium-sized businesses were more likely to cite updating collections in real time using eCommerce platforms, at 37% and 42% respectively.
Ben Jackson, EMEA managing director at Klaviyo, said brands' approaches to relevance will depend on how they apply technology to customer experiences and data.
"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," Jackson said. "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 findings are based on a survey of 616 marketing professionals across the UK, Germany, France, Italy, and Spain, conducted between December 2025 and January 2026.
Klaviyo is also focusing on "agentic commerce", which it defines as shoppers having conversational interactions with AI assistants that can help them discover, compare, and buy products.
