SSENSE

As Gen-Zers hit their mid-20s, the style gap between that generation and their slightly older peers is rapidly widening and playing out publicly on TikTok. For brands, it’s not a matter of choosing a side but rather making an assortment accessible even to older, risk-averse customers.

A wide spectrum of brands, from emerging labels to mass retailers, are looking to cater to Gen-Z and Millennial brides looking for a more unconventional take on wedding wear — and multiple ensembles.

Experts say Mytheresa, Ssense and Moda Operandi have kept afloat in a challenged space by honing in on a particular consumer, curating their assortments and executing on retail basics. Still, the road ahead is tough, and the bigger they get, the harder it will be to sustain these strategies.

Haein Dorin’s career began in entertainment publicity before she moved into fashion through a job at Condé Nast. She has held leadership roles at publications GQ and Highsnobiety, and joined e-commerce platform Ssense. Now, she shares her careers advice.

US consumer spending across online luxury sellers like Farfetch, Matches and Net-a-Porter suffered sustained declines throughout 2023. The question is whether the downturn is simply temporary or the luxury e-commerce model itself is broken.

Reports of financial strain at Farfetch amid a stalled deal with YNAP has driven confidence in multi-brand e-commerce to all-time lows. With value propositions eroding and investment drying up, a way forward remains unclear.

The luxury e-tailer could be the latest e-commerce firm to go private amid its worst year as a public company. But Farfetch’s much scrutinised lack of focus could persist outside the public market.

Holiday beauty ads are already inescapable, and so is one clever phrase: “It’s giving.”

This week, Ssense said it laid off 138 workers, and MatchesFashion received a $73 million cash injection from its shareholder. From more niche players to giants like Farfetch, the pressure remains high for luxury e-tailers.

The Montreal-based e-commerce retailer laid off 138 employees last week, or 7 percent of its total workforce.