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Burberry's anniversary campaign puts ten outerwear styles on 170 named people in four cities, while Zalando tells brand partners that about 70% of the imagery on a room-sized screen at its Partner Day was made with AI. When a generator can supply the pose and the street, the photographed person is the evidence, and Burberry has put the headcount in the title.
Six in ten German-speaking online retailers now pay return shipping in full, and they say they do it for loyalty. In the same EHI survey, 25.7% answered "don't know" when asked what it costs to process a returned item. A policy justified as an investment is spreading without a price attached.
Shein's first results as a listed company show European revenue down 13.9% before the EU's parcel duty applied, partly because more sales moved to its marketplace. Its remedy, more stock held in Europe and brands at higher price points, swaps part of its test-and-reorder advantage for forecasting risk, on a second-quarter adjusted margin of 2.1%.
Shopify switched on agent checkout for eligible merchants without requiring configuration, while About You's Tarek Müller puts chatbot referrals to online fashion stores under 0.5% of traffic. The terms of agent shopping are being set before most merchants have reason to read them.
Walmart has moved beauty merchandising out of consumables and into a new Style unit with fashion and home. Beauty's test is whether a shopper who comes back for the same mascara still finds it on the shelf.
Google Photos' Wardrobe catalogues clothes from four years of a user's photos, and its try-on screen offers Share and Save with no link to a shop. Retailers bought try-on to sell the next garment; the version now open in the US, Brazil and India works on garments already sold, and the record of what gets worn stays with Google.
From Sunday, 'eco-friendly' is unlawful in the EU unless the same page explains it or an official ecolabel backs it. The word lives in product copy that software now drafts by the thousand, so the safeguard belongs in the product data, before anything is published.
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