As a decision-maker for a brand in the lifestyle, luxury, or fashion sector, it is important that you keep a close eye on pertinent industry trends. You may therefore be intrigued to learn that “retail activations” in the fashion sector seemingly fell during early 2025, while the beauty space moved in the opposite direction.

Data intelligence specialists Luxurynsight tracked how fashion and beauty compared in their respective numbers of “retail activations” over the first half of 2025. Here, “retail activations” refers to openings of retail outlets including stores, shop-in-shops, pop-ups and service areas.

Studying the period from January to August 2025, Luxurynsight determined that fashion and leather goods saw fewer “retail activations” compared to the first half of 2024.

Conversely, there is evidence that some brands might be well-advised to consider bolstering their brick-and-mortar beauty offering, as least if activation numbers are any kind of guide.

A deep dive into some eye-opening statistics

The study took into account the retail activities of 25 global brands, including Burberry, Gucci, Hermès and Loewe. Luxurynsight ascertained that during the study period, fashion retail activations across these brands numbered 391 - 9 points lower than in early 2024.

Nonetheless, while the rate of fashion retail activations was merely stable in the Chinese, European and North American markets, the same measure showed strong momentum in the APAC (Asia-Pacific) and MENA (Middle East and North Africa) regions.

Turning to the beauty sector, in fragrances and cosmetics, the tally of retail activations reached 148 during the same early-2025 timeframe. This is 13 points higher than in early 2024. The APAC and MENA regions were again instrumental in fuelling growth.

What about the watches and jewellery market?

This sector, too, was given attention by the Luxurynsight study. While researchers did attribute 91 retail activations to the watches and jewellery segment, the number represents a five-point contraction compared to early 2024. On the other hand, the European and Japanese markets both saw growth in activations.

Whichever of these sectors your own brand may be engaged in, and whether you do or do not maintain a “high-street” presence, you will almost certainly appreciate the insights and experience that a reputable luxury advertising agency can bring as you seek sustained growth.

Enquire to our creative, strategic, and digital experts today, and we will be pleased to discuss how we can most effectively work together to drive engagement and help your brand thrive.