What: Asos, Primark, M&S, and Zalando are employing distinct strategies to navigate a challenging fashion market, focusing on agility, value propositions, core categories, and premiumisation.

Why it is important: These strategies reflect how major fashion retailers are responding to shifting consumer behaviours and economic pressures, which is crucial for department stores seeking to align with successful brands and attract customers in a competitive environment.

Fashion retailers like Asos, Primark, M&S, and Zalando are navigating a fragmented market by adopting unique strategies tailored to their strengths. Asos is expanding its ‘test-and-react’ model to stay trend-responsive and reduce excess inventory, while Primark’s low-cost model and international expansion have driven significant growth despite domestic challenges. M&S is focusing on its core categories, such as jeans and lingerie, while leveraging high-profile collaborations to attract younger shoppers. Meanwhile, Zalando is benefiting from premium positioning and innovative logistics partnerships that enhance both revenue and customer appeal. These approaches highlight the diverse tactics retailers are using to stay competitive amid economic pressures and evolving consumer preferences

How Asos, M&S, Primark and Zalando are navigating a challenging fashion market