A rapidly growing share of consumers is using AI to find and buy products. Brands need to be ready, says the BoF-McKinsey State of Fashion 2026.
TECHNOLOGY
By
- BoF Insights,
- McKinsey & Company
12 December 2025
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Further Reading
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.
How Brands Stand Out in AI Search
To ensure their products are surfaced on platforms like ChatGPT, brands are turning to startups such as Profound, whose CEO James Cadwallader offers his view on what brands need to know in the BoF-McKinsey State of Fashion 2026.
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