In 2024, fashion brands grappled with generative AI's limitations and consumer backlash over copyright and environmental concerns. While some companies innovated by using AI for design and personalization, the luxury e-commerce sector faced declines, with notable brands like Nike's RTFKT shutting down. Despite challenges, emerging marketplaces thrived by focusing on accessible luxury. The industry is now prioritizing data analytics to enhance customer connections amidst economic pressures and shifting consumer spending habits.