AI, immersive tech, and emerging consumer habits like resale are reshaping omnichannel. Is fashion ready for this shift?
Omnichannel is no longer just about efficiently coordinating physical and digital retail; it has evolved into a cultural shift in its own right. Now, it’s back at the forefront, driven by the integration of AI, a heightened awareness of the expectations of new-generation consumers, and emerging market trends such as resale. This evolution is redefining the fashion industry’s vocabulary, modes of engagement, and strategies for building consumer loyalty. We explored these changes during a Fashion Management dialogue at Istituto Marangoni Milano.
As global competition intensifies and customer expectations evolve more rapidly than ever, brands must move beyond the traditional concept of omnichannel to embrace new technologies, circular business models, and empathetic marketing strategies.
The roundtable featured several experts, including journalist and metaverse expert Professor Valeria Volponi, strategic luxury fashion advisor Professor Astrid Daprà, omnichannel strategy expert Professor Silvia Azzali, finance and management control Professor Carmine Frecentese, and our academic researcher, art director and in-store activation specialist Professor Carlos Pedro Gago Rodriguez.
Combining AI with Empathy: The Next Frontier in Fashion Retail Strategy
Today’s omnichannel landscape is no longer about simply connecting different channels. It now focuses on creating a seamless, fluid and highly personalised experience. Astrid Daprà noted that companies that leverage AI effectively can understand emotions and desires in real time, anticipate customer needs, and build authentic connections within diverse, multigenerational communities.
In this new environment, the key word is empathy: recognising the customer not just as a consumer but as a person with a history and a future. Paradoxically, even a technology as advanced as AI can become a powerful tool for rebuilding relationships and strengthening real-world communities when combined with a corporate culture that embraces innovation. These communities are increasingly discerning, not only in their expectations but also in their commitment to sustainability.
Why Early Adoption of Immersive Tech Is Crucial to Gaining a Competitive Edge
The delayed adoption of immersive technologies—such as augmented reality, virtual reality and other digital engagement tools—can come at a high cost for brands. Valeria Volponi provided a comprehensive analysis of the operational, financial, and reputational risks involved, demonstrating how these factors can lead to a loss of customers and market share.
The case of Sephora case is particularly revealing: its virtual try-on app recorded a 200% increase in engagement, positioning the brand as a leader in a sector that demands speed, agility, and innovation. In contrast, brands that are slow to adopt these tools have faced stagnant growth and a decline in competitive advantage.
Examples like IKEA’s AR-based shopping experience and Burberry’s social store in Shenzhen demonstrate that the future of retail lies in gamified, interactive experiences that align closely with consumers’ digital behaviours.
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The most successful omnichannel strategies are those that surprise and engage customers, transforming each touchpoint into an experiential moment rather than just a transaction.
Resale Is the New Black: How Circular Fashion Became Central to Omnichannel Strategy
In the luxury sector, the explosive growth of resale—up 75% over the past five years—marks a crucial frontier for omnichannel strategy.
As Silvia Azzali points out, resale is no longer a post-sale phenomenon but a sales channel in its own right—one that enhances brand identity and exclusivity. Platforms like Vestiaire Collective and initiatives from brands like Gucci and Balenciaga demonstrate how “vintedification” is now central to the customer journey. This transformation turns shopping into a continuous cycle of awareness, purchase, resale, and re-engagement.
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This dynamic aligns with sustainability goals while also opening new opportunities for community building and customer retention—particularly among Millennials and Gen Z.
Omnichannel and the Geopolitics of Pricing: How Fashion Should Navigate Tariffs and Margins
Modern omnichannel strategies must address the complexities of global geopolitics, particularly in terms of pricing and supply chains. Drawing on his extensive international experience, Carmine Frecentese highlights how US tariffs significantly impact retail pricing, prompting brands to constantly reassess their regional pricing models.
Luxury brands, which typically have vertically integrated structures and direct operations, tend to be less affected by these issues than fast fashion and mid-market players. Still, the challenge remains: maintaining competitive pricing across markets while preserving margins and brand consistency is critical for global positioning.
Digital Imagery and Editorial Aesthetics Drive Customer Engagement
The image isn’t everything—but it plays a crucial role. According to Carlos Gago Rodriguez, digital imagery and editorial content are now central to attracting and retaining modern consumers. A “ready-to-buy” content strategy—where commercial messaging is seamlessly integrated with editorial aesthetics—keeps audiences engaged, particularly in the luxury segment, where traditional brand loyalty is waning.
Conclusion: Omnichannel as Mindset
Today’s omnichannel approach is more than just a collection of connected channels; it’s a mindset that demands flexibility, innovation, and, most importantly, a deep understanding of the consumer and their complexities. Those who can navigate these frontiers—from AI and immersive reality to resale circularity and global pricing dynamics—will shape the future of fashion retail.
Agnese Pasquinelli
Alumna, Milano