The New Rules of Global Brand Growth
Last week, BoF, ESW and Shopify gathered senior fashion and retail executives from Thom Browne, Reebok, Alo Yoga, Harvey Nichols, Bang & Olufsen and more in London to discuss how brands can win back consumer spend, protect margins and localise in a climate where global growth requires more consideration than ever.
On October 13, business and digital industry experts convened at an executive breakfast under the Chatham House Rule to discuss the evolving landscape for global brands in 2026. The panel, led by Business of Fashion's Annabel Bolton, focused on the need for agility and strategic decision-making amid geopolitical tensions, trade disruptions, and shifting economic power.
The conversation centered on the importance of prioritising profitable markets over rapid global expansion, and the critical role of localisation in checkout experiences. Brands were urged to focus on markets where they could generate strong returns, rather than spreading themselves too thin. Surveys indicated that consumer spending increased in regions like the Middle East and Asia, but profit margins remained a concern for many executives.
To stay competitive, brands must invest in seamless checkout experiences and build trust with customers through emotional connections, rather than simply offering attractive products.
Written by urgent.news from Business of Fashion's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
