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Team Members:

Yiwei Yang
Yuetong Lei
Yashi Chen
Yinuo Zhu
Shuyuan Gong
Enran Shao

Keywords

• Contemporary Luxury
• AI Personalisation
• Circular Fashion

Summary

Acne Studios is a contemporary luxury fashion brand founded in Stockholm and recognised for its exclusive Scandinavian aesthetic and design-led identity (Acne Studios, 2026). The brand has developed strong global recognition through ready-to-wear, denim, and accessories. However, increasing competition in the contemporary luxury segment and changing consumer expectations create new strategic challenges. At the same time, industry research highlights the growing importance of digital personalisation and data-driven customer engagement in fashion retail (McKinsey, 2026). This report proposes a strategy integrating a circular resale programme and an AI-driven personalisation platform to strengthen customer engagement and support long-term growth.