Fashion and luxury brands are heading into 2026 with less room for risk. A new study from ERP provider Deda Stealth shows that CIOs are not chasing big tech trends. Their main concern is much simpler. They want to control costs.
The study draws on interviews with leaders from nearly 100 fashion and luxury companies. Many point to rising uncertainty, global tensions, and the threat of new US tariffs. Together, these pressures are shaping how brands think about technology.
Cost Control Comes First
More than half of CIOs surveyed say cutting costs is their top priority for 2026. It ranks higher than every other goal. Improving omnichannel systems comes next, followed closely by sustainability and traceability efforts.
These priorities reflect day to day pressure. Budgets face tighter checks. Spending must show clear value. Long term projects are harder to justify unless they solve real problems.
Where Brands Are Still Willing to Spend
Even with limits on spending, companies are not standing still. Most investment now targets areas that help teams see and act faster.
Data and analytics sit at the top of the list. Nearly two thirds of CIOs say this is where they plan to invest. Better data helps brands manage stock, plan supply, and react to demand.
AI follows, though interest is cautious. Cyber security also remains important as systems grow more connected and exposed.
Supply Chain Gaps Remain
The study points to a clear mismatch between goals and results. Finished goods logistics is rated as critical. Satisfaction levels, however, remain moderate.
Supplier collaboration is the weakest area. CIOs agree it matters, yet many say systems still fail to share information smoothly. Slow data flow upstream continues to limit speed and accuracy.
Retail tools face similar issues. Stores now serve as brand spaces, not just sales points. Yet systems behind order routing and returns still lag. These areas rank high in importance but score low in satisfaction.
AI Moves Forward, Slowly
AI often comes up as a possible fix, especially with new rules around product data and reporting. Still, real use remains limited.
Only a small share of companies say they use AI at scale today. Many are still testing ideas. Others expect rollout within two years.
Skills are a major barrier. Around half of companies report gaps in data and cloud roles. According to Deda Stealth CEO Luca Tonello, this shortage is pushing brands to rethink how fast they modernize. Data, AI, and supply chain tools are no longer optional. They are becoming basic needs.
