Industry specialists, such as the analytics firm Domaine, report that many brands have stopped waiting for international clientele and are now focusing on stronger local presence. This is reflected in advertising campaigns tailored to domestic consumers, the opening of temporary stores (pop-ups), collaborations with local designers, and on-the-ground brand activations in strategic neighborhoods. Additionally, many companies are reinforcing their digital channels and e-commerce platforms, emphasizing fast delivery, customization, and post-sale service as key differentiators.
“The relationship between tourism and fashion has historically been symbiotic, but that formula is no longer sustainable on its own,” says Florence Marchand, a trend analyst at Retail Futures Europe. “Now, the challenge is to create value through proximity, to build community, and to offer memorable experiences without depending on physical travel.”
One of the most striking responses to this shift has been the emergence of factourism — a blend of manufacturing and tourism — which invites consumers to visit workshops, ateliers, or production sites to witness the creative and artisanal process behind each piece. This initiative not only reinforces product transparency and sustainability but also transforms the act of purchasing into an educational and emotional experience. Brands like Stella McCartney and Loewe have already begun incorporating such experiences into their value proposition.
Adding to this shift is a clear change in consumer mindset. According to data from YouGov, over 60% of today’s luxury buyers prioritize quality over brand prestige, while 56% value the emotional component of their purchases. In this context, the second-hand market is growing, resale platforms are becoming more established, and brands must now demonstrate that their products are not only desirable but also sustainable and ethically made.
“The 2025 consumer seeks consistency, not just beauty,” states Clara Esquivel, communications director at an ethical fashion label with operations in both Barcelona and Buenos Aires. “The brands that survive will be those capable of telling their story with authenticity — and doing so close to the consumer.”
This trend is also visible in emerging markets and secondary cities, where major brands are finding new, less saturated audiences. As a result, the geographies of luxury are diversifying, breaking away from the traditional dominance of global fashion capitals as exclusive centers of sales.
In light of this scenario, analysts agree: the industry is entering a new era of decentralization, in which success will depend on each brand’s ability to reconnect with its immediate surroundings, diversify its strategies, and cultivate a loyal community that extends beyond the tourist base.
As global tourism reshapes its pace, fashion is finding new ways to reinvent itself at home.
