The 2026 state of fashion marketing in Europe

European fashion marketers face pressure to keep pace with rapid trends. Our new report, based on a survey of 616 fashion marketing decision-makers across the UK, Germany, France, Italy, and Spain, offers essential data to inform smarter marketing decisions, moving past “one-size-fits-all” tactics.

Discover how top brands drive retention and ROI through new technology and partnerships, bridge the AI implementation gap, and balance acquisition with lifetime value. This guide turns market pressures into competitive advantages in 2026.

Data sneak peek:

• Discount dilemma: 42% of EMEA marketers use selective discounting; some countries still rely on mass promotions.
• AI implementation gap: 80% use AI in marketing, but over a quarter haven’t applied it to customer experience.
• Creator ROI: How different-sized companies measure creator success, with direct sales being the top metric.
• Future of growth: Growth priorities split by company size: entrepreneurs focus on acquisition, enterprises on retention and LTV.