You Are the Product: Fashion, AI, and the New Value Economy

Over the last few weeks, I’ve been sitting in on business conversations, reading industry reports, and quietly observing what’s actually happening behind the scenes in fashion, retail, and technology. When you strip away the buzzwords and trend forecasting jargon, one truth becomes very clear:

You are the product.

Not just what you buy, but how you shop, how you search, how long you linger, what you return, what you keep, and what you value. Businesses are no longer guessing. They’re investing directly in understanding you.

Redefining Luxury in a Logo-Saturated World

We’re still living in the era of logo mania. Brands want visibility, especially now that consumers are redefining what luxury actually means. Longevity alone is no longer enough. TikTok Shop surpassing legacy brands isn’t about quality, it’s about speed, access, and perceived authenticity.

But if you’re looking for originality, you’ll have to work harder (emphasis on harder). The market is becoming increasingly homogeneous. Sameness is everywhere.

AI Is Quietly Reshaping How We Shop

AI isn’t coming, it’s already here, just not in the way most people expected.

By spring 2026, many brands will begin integrating AI and AR systems that allow you to pre-scan your body, try on garments virtually, and shop with more precision across size, cut, color, and fit. This isn’t purely for convenience. It’s a strategic response to rising tariffs, sustainability pressure, and production costs.

By reducing returns and overproduction, companies can absorb some of the costs they’ve been carrying, without immediately passing them on to the consumer. But make no mistake: price increases are coming. We’re already hearing “price, price, and more price” in early 2026 conversations.

AI will also help shoppers compare prices across platforms in real time, track inventory levels, and even shop based on the weather for a specific date or destination. The shopping experience is becoming predictive (tears).

The Hunt for Originality Will Intensify

As AI standardizes the shopping experience, originality will become harder to find, and more valuable.

This is where estate sales, private trade shows, archives, and nostalgia come into play. We’re already seeing resale explode, not because people can’t afford new items, but because many don’t want them. Why buy a new bag designed to look like the 1980s when you can buy the original?

Gen Z, particularly those with purchasing power, understands this. Nostalgia has value.

Vintage Fur, Furniture, and the Reality of Materials

Many fashion houses are moving away from real fur, replacing it with “faux” alternatives made of polyurethane, which is plastic. While marketed as ethical, these materials are not environmentally friendly.

As a result, real vintage fur will become increasingly valuable. Longer coats, well-maintained pieces, and rare furs will command serious premiums. If you own one, don’t discard it. Store it properly. Maintain it. It may become an asset.

The same logic applies to furniture. New furniture is expensive and often poorly made. Estate sales are becoming a destination for people looking for solid construction, pieces with good bones that can be reupholstered or restored. Spending $6,000 on a couch that breaks down in a year makes little sense when older craftsmanship still exists.

Community Is Going Offline: Into Group Chats

One of the most unexpected shifts? Group chats are becoming micro-communities.

Not social media. Not comment sections. Actual phone group chats; small, trusted spaces where people share inspiration, discoveries, ideas, and resources. These chats are becoming the new underground networks.

Not the family group chat asking where dinner is. I’m talking about the ones that expand your thinking, motivate you, and push your boundaries. Two or three of those are enough.

The Fade of Affiliate Culture

Affiliate commerce is losing relevance. Brands are slowly pulling back from influencer spending and redirecting budgets toward AI and owned platforms. We’ll also see the rise of AI-generated “influencers”… so sophisticated you won’t know they aren’t real.

The result? Less noise, fewer payouts, and more centralized control.

Jewelry as a True Investment

If there’s one category poised for resurgence, it’s fine jewelry.

Smart glasses may have impressive capabilities, but fine jewelry holds intrinsic value. Gone are the days of waiting for someone else to buy it for you. Jewelry is portable wealth. In difficult times, it can be sold, or melted down… without losing its worth.

Final Thought

We are entering a phase that feels like late-stage capitalism, but also one of discernment. What you keep matters. What you buy matters. What you already own may matter more than you think.

This isn’t about panic buying or purging. It’s about seeing value clearly.