Agenda-setting intelligence, analysis and advice for the global fashion community.

What European Luxury Can Learn From American Fashion

American brands have recaptured the zeitgeist — and market share — as Europe’s luxury slump persists. As the sector’s biggest names plot a comeback, there may be lessons to take from across the pond.

While European luxury is in the midst of a years-long slump, American brands like Coach, Tory Burch and Ralph Lauren are in the midst of a resurgence. (Courtesy)

Diana Pearl

13 February 2026

BoF PROFESSIONAL

Late last year, Coach chief executive Todd Kahn was shopping for a hostess gift at a European luxury brand’s store in Naples, Fla. After purchasing a few hundred dollars worth of soaps and other elevated essentials, he asked the sales associate for a ribbon to tie around the bag.

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The Great Fashion Reset: Can Designer Debuts Revive Luxury? | The Debrief

With luxury demand slowing and prices soaring, top houses are betting on fresh creative leadership to re-energise customers. The Debrief unpacks what runway debuts at brands like Gucci, Chanel and Dior can – and can’t – fix this season.

Ralph Lauren Continues Its Winter Marketing Blitz at Home

Following a buzzy menswear show in Milan and outfitting Team USA for the Winter Olympics, Ralph Lauren returned home to New York City to present its latest womenswear collection, a key growth area for the brand.

The Great Fashion Reset | How to Fix Luxury’s Trust Issues

A series of scandals linking brands including Dior, Armani, Valentino and Loro Piana to sweatshops in Italy have helped fuel doubts about what customers are paying for and whether they can trust luxury brands anymore.

About the author

Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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