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

Why Almost Every Brand Is Moving Upmarket

Brands are elevating their offerings to avoid competition with Shein on the low end or capture high-end shoppers squeezed out by luxury’s soaring prices, says the BoF-McKinsey State of Fashion 2026.

Figures shop in a Uniqlo store. To the right there are racks of clothes and shelves of different coloured ready-to-wear items. Customers sift through the offering to the left of the image. In the middle, mannequins stand displaying the clothes. — From the value segment up to affordable luxury, fashion brands are moving upmarket. (Uniqlo)

19 January 2026

Value players are elevating their brands defensively against ultra-low-cost rivals such as Shein and Temu, whose business models remain difficult to undercut, even as policy shifts erode some of their cost advantage. For example, value brands Bershka and H&M have reduced the share of SKUs in their lower price tiers across categories and markets between 2023 and 2025, according to data from EDITED.

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The State of Fashion 2026: When the Rules Change

The 10th annual State of Fashion report by McKinsey & Company and BoF Insights, The Business of Fashion’s data and advisory team, reveals how changes in trade, technology and consumer behaviour will challenge businesses in 2026. Download the full report to understand the 10 themes that will shape the industry and opportunities for growth in the year ahead.

COS Is Building a Bridge Between Mass Market and Luxury

The H&M-owned brand is drawing customers in search of sophisticated design and those looking for value. Managing director Daniel Herrmann discusses in the BoF-McKinsey State of Fashion 2026 how it strikes its high-low balance.

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