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.

For Primark super-fans, a well-discussed bug-bear is the inability to locate the latest bargain-gone-viral at their local store. The retailer hopes its new website that gives customers live stock updates and allows them to click-and-collect will cater to a desire for friction-free, phygital shopping.

Price rises and tax increases have created a gloomy economic picture for Britons who are only just starting to feel the crippling impact of the increased costs of living. Now, they are on the hunt for ways to save money and brands that can help them score a much-needed bargain.

It’s a bleak time for UK consumers as they face rising food costs, as well as skyrocketing petrol, energy bills, tax, and mortgage payments. How can brands innovate, inspire, and demonstrate real value with a long-term view of sustainability in order to weather the storm?

Choosing a bargain over provenance, UK consumers are quickly making Aldi's own-brand champagne the bestselling bubby in Britain. Feeling the pinch and with scarcity amping up champagne costs, people are favouring accessible luxuries without the need for alluring labels.