April has arrived, and wow, luxury e-commerce is moving and evolving faster than ever. AI is shaking up fashion, resale is proving it’s not just a phase, and social commerce is rewriting the rulebook on consumer engagement. So, let’s dive into what’s hot, what’s shifting, and what your brand should be paying attention to this month.
AI Is the Stylist You Didn’t Know You Needed
Generative AI is officially the MVP in luxury retail. Brands are using it for everything from personalised shopping experiences to next-level supply chain efficiency. And the styling tools? Unreal. Think real-time, AI-driven outfit suggestions, helping shoppers discover products before they even know they need them.
Big players like Victoria’s Secret and Swarovski are already on board, leveraging AI for hyper-personalisation and product discovery. If you’re not thinking about AI-powered search, styling, and customer support—you're already behind. But don’t fret, there is still time to catch up! As our founder Heather Horton reminds us on the daily, AI is not here to replace humans, just to help advance what we already have in mind.
Our Take:
AI is no longer just a backend tool; it’s a front-row, customer-facing must-have. The brands that nail personalisation through machine learning, they’re the ones winning on engagement and conversion. We have prototyped this approach for a number of our lifestyle clients. Let's see who will be the first one to dive in. Stay tuned.
Luxury Resale: Not a Trend—A Whole Movement
Let’s be honest, luxury consumers are savvier than ever. They’re thinking about investment pieces, resale value, and, yes, sustainability. The numbers don’t lie: The RealReal is moving 75% of its inventory within 90 days. That’s fast.
AI is making resale smoother than ever—automating authentication, streamlining pricing, and cutting operational costs. Even legacy brands are catching on, launching their own resale platforms.
Our Take:
Luxury resale is no longer a niche—it’s mainstream. Brands that embrace re-commerce, whether through strategic partnerships or their own resale initiatives, will lead the way. Those that ignore it risk losing an entire generation of conscious consumers. In 2025, resale isn’t just a trend—it’s the headline across all our brands, driven by customer demand.
Why We Need To Think Beyond Tiktok Shop
Lucy, our Marketing Director with a strong background in live shopping, recently attended an event focused on how brands can win on TikTok Shop. While the platform offers incredible opportunities, especially with consumer spending on TikTok live shopping surpassing £2.5 billion globally, and 50% of users making purchases after watching a TikTok Live session, she couldn’t help but think bigger.
Relying solely on TikTok as a storefront limits a brand’s potential. Instead, Lucy believes brands should develop a multi-platform live shopping strategy, turning their own website into a dedicated shopping channel while simultaneously streaming across TikTok, Instagram, YouTube, and beyond. Live streaming drives engagement, fosters trust, and increases conversions, and content from these sessions can be repurposed across multiple digital touchpoints, maximising its impact. By embracing this broader approach, brands can meet their audiences where they are, expand their reach, and create an always-on shopping experience that goes beyond any single platform.
Our Take:
Brands that embrace a multi-channel approach to live shopping will future-proof their business, ensuring they control the customer experience, build stronger brand loyalty, and increase revenue beyond a single platform’s algorithm. Live shopping isn’t just about selling, it’s about storytelling, community, and creating an interactive retail experience that meets audiences where they are.
Topshop’s Digital Revival: How Nostalgia Meets Next-Gen Retail
The return of Topshop marks a masterclass in digital marketing, seamlessly blending nostalgia with modern retail strategies. Once a high-street icon, its revival under ASOS taps into the emotional connection millennials and Gen Z have with the brand, evoking memories of Saturday shopping trips and the era when Topshop ruled fashion. But this isn’t just about sentimentality; it’s about relevance. By leveraging social commerce, influencer partnerships, and data-driven personalisation, Topshop is re-establishing itself in a digital-first world while maintaining the aspirational yet accessible feel that made it a household name.
Our Take?
Topshop’s comeback proves that heritage brands can thrive in today’s market if they evolve with digital behaviors. By combining the power of nostalgia with seamless e-commerce, trend-driven content, and omnichannel storytelling, brands can reignite consumer love while staying ahead of the curve.
Final Thoughts:
April will prove that innovation, sustainability, and social commerce are the name of the game. Whether it’s AI-driven retail, the secondhand luxury boom, or global platforms redefining digital shopping—one thing’s clear: the brands that evolve will win.
Stay tuned for more insights in next month’s edition of The Digital Dispatch.