Fashion Enters Its Wellbeing Era

"Fashion has been rewired by " dopamine culture," where social media algorithms reward speed, spectacle and constant novelty and fuel a cycle of short-lived viral trends. But that model may be reaching its limit. Microtrends are losing their grip on audiences, who are gravitating towards longer-form content with more narrative depth and shifting their focus to brands that reflect their identities and give them a sense of belonging."

"AI is also impacting brand loyalty by making product comparisons easier, while consumers simultaneously shift discretionary spend away from goods to travel and experiences. Executives say customer retention is therefore more important than ever, with 50 percent identifying it as a top priority for 2026. Fashion brands that connect with what matters most to today's consumers will be best positioned to earn lasting loyalty."

Dopamine-driven social media has accelerated fast, spectacle-led microtrends, but audiences are increasingly moving toward longer-form content with narrative depth and identity-affirming brands. Like-minded brand communities outperform influencer marketing in strengthening consumer connection, with nearly nine in ten consumers valuing community. AI simplifies product comparisons, and discretionary spending is shifting from goods to travel and experiences, increasing the importance of retention—50 percent of executives name it a top priority for 2026. Sixty-two percent of consumers report emotional connection to their most-bought brands. Wellbeing is now a mainstream priority globally, led by Gen Z and Millennials who treat fitness and wellness as core identity elements.

Read at The Business of Fashion