Global transformation in fashion: for the first time since 2010, non-luxury brands are expected to lead the market. Is your brand ready to compete?

Affected by geopolitical crises and the hardening of global economic relations, 2025 marks the beginning of a new era for the fashion industry. According to a report by Lectra, based on artificial intelligence from the Retviews platform, for the first time since 2010, consumer brands outside the luxury sector are expected to dominate the global market.

This movement represents not only a change in consumer habits but also in the competitive structure of the sector. Major fashion brands are enhancing their offerings and shifting to higher-value categories. Zara, for example, increased its products above €34. Uniqlo also repositioned its prices, focusing on the €17 to €85 range.

In Europe, average prices rose from €38 in 2023 to €42 in 2025. In the United States, the average rose from US$57 to US$64. Furthermore, the increase in customs tariffs in the European Union (+15%) directly impacts brands' pricing and profit margins.

Antonella Capelli, President of Lectra EMEA, summarizes: "Success in 2025 will depend on optimizing assortment, expanding direct sales, and closely monitoring the market."

Uniqlo, for example, implements a year-round pricing strategy, avoiding dependence on seasonal sales. This allows for greater collection turnover and strengthens brand awareness.

With this new scenario, the importance of specialized legal support in the fashion sector becomes even more evident. Brands that lack well-structured registrations, adequate contracts, and legal protection face serious risks when competing in this increasingly demanding market.

Furthermore, the growth of categories such as non-luxury leather handbags and accessories (+20% and +23%, respectively), and the increase in sales of sportswear and t-shirts, indicate a new consumer behavior: more demanding, more price-conscious, and more open to experimenting with new brands.

In this context, protecting your brand with a well-established trademark and specialized legal support is no longer a differentiator; it has become a strategic necessity. Fashion Law acts as a business partner by preventing conflicts, protecting intangible assets, regulating contractual relationships, and ensuring that the brand's operations comply with local and international legislation.

If your brand operates or wishes to operate in the fashion consumer market, now is the time to establish a legal structure. At our firm, we practice exclusively in fashion law and are equipped to protect the identity and future of brands that want to grow safely in the market.