Having reshaped the British grocery landscape, discount supermarket Lidl has announced its first fashion line. As competition for ‘top UK supermarket’ steps up, is selling jeans next to the milk aisle now non-negotiable? And what does it say about our changing shopping habits?

The activewear market has been growing steadily in recent years as more and more women adopt gym clothes as a style statement. And now it’s set to go superstellar, with Beyoncé’s announcement of an activewear line in collaboration with high street giant Topshop.

In the US, there are 11.8 million Gen Yers living in households with six-figure incomes, and many want to treat themselves to luxury items. For a market filled with these tech-savvy and social media-driven shoppers, instant gratification is crucial. But how are brands getting this group to splurge?

Combining computer algorithms and real stylists, British menswear brand Thread aims to deliver a truly personalised shopping experience that strips out the distractions and confusion of online shopping.