Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Global ‘buy now, pay later’ platform Klarna has launched Livestyle, a digital fashion show experience that blends live entertainment and social shopping. As young shoppers seek out new and more sustainable ways to engage with fashion, etailtainment could be the future of e-commerce.

As events overwhelmingly go virtual, fashion houses are facing the challenge of how to present their runway shows in a way that engages. Offering viewers an intimate view of the clothing to boost emotional connection, Hermès’ menswear show takes fashionistas behind the camera.

Amazon is making a big move into the beauty business with the launch of its first physical salon in London. The company promises treatments backed by the latest in AR technology, which is likely to appeal to people who are increasingly comfortable integrating tech into their everyday lives.

Online payment company Stripe has become the US' most valuable start-up after its latest round of funding. With people’s purchasing habits drastically changed due to the pandemic, this behavioural shift is being reflected through large investments in online payment platforms and tools.