The global apparel sector is navigating a volatile transition as the traditional digital storefront loses its dominance to third-party conversational interfaces and a revived physical retail landscape. Industry forecasts for 2026 indicate, over 50 per cent of consumers now initiate and complete textile purchases through external applications rather than brand-owned websites. This fragmentation of the buyer journey necessitates a sophisticated approach to Product Information Management (PIM). According to Romain Fouache, CEO, Akeneo, the accuracy and transparency of material specifications have become a brand’s primary competitive advantage in a market where shoppers may never interact with a primary website.
Navigating the AI trust deficit in apparel
Despite the rapid deployment of automated retail tools, the textile industry faces a significant hurdle in consumer confidence. Recent research reveals, only 27 per cent of shoppers who utilized AI-enhanced checkout experiences expressed an intent to repeat the process. This ‘trust phase’ requires manufacturers and retailers to move beyond speculative AI investments, which currently include over 1,300 high-value startups, and focus on practical utility. For the apparel sector, this means leveraging technology to provide granular details on fabric composition, sizing accuracy, and supply chain ethics, as 2025 holiday data confirms that consumer trust is the only sustainable driver of high-value textile sales.
Strategic reversion to physical showrooms
A notable counter-trend in 2026 is the robust return to brick-and-mortar environments, particularly among Gen Z demographics. This resurgence serves as a corrective measure against the high return rates plaguing online-only textile ventures, where products frequently fail to meet physical expectations. By integrating enriched product data within physical stores, formerly digital-native brands are stabilizing their margins and reducing the logistical burden of returns. As the infrastructure of ‘circular shopping’ matures, the successful textile brands of 2026 are those ensuring that every digital data point - whether on ChatGPT or a store shelf—reflects a consistent and verifiable product reality.
Akeneo is a global leader in Product Experience (PX) and product information management, serving major apparel and textile manufacturers across Europe and North America. Originally established in France to solve complex data silos, the firm is currently executing a 2026 growth strategy focused on AI-driven data enrichment. With a strong financial position supported by recent venture rounds, Akeneo continues to scale its platform to help retailers synchronize diverse product catalogs across global, multi-channel ecosystems.
