It was a privilege to organise, curate, and reflect on the recent panel discussion moderated by Molly Lediard from Klarna, diving deep into the future of partnerships in the dynamic fashion and beauty industries. The conversation, featuring Hollie Macdonald from Dr. Barbara Sturm, Matilda Kousa from Fenwick, and Rebecca Betteridge from Selfridges, offered invaluable insights into how our sector is evolving at lightning speed.
Molly set the stage perfectly, highlighting the transformative shift in affiliate marketing. It’s no longer just about discounting; it’s a strategic, full-funnel approach, heavily influenced by AI, the burgeoning power of influencers, and the constant pressure on brands to deliver tangible results. Klarna’s own evolution towards broader ecosystems, supporting partner goals beyond traditional methods, truly resonated with me. This signals a mature understanding of the symbiotic relationship between brands and their partners.
Molly Lediard, Klarna
Adapting to a Changing Landscape
One of the most compelling parts of the discussion was how our panelists are navigating cultural shifts and consumer trends. Hollie from Dr. Barbara Sturm shared a fascinating insight into how US economic changes are impacting even VIP customers, making them more price-sensitive and more reliant on affiliate offers. This underscores the need for agile strategies that cater to evolving consumer behaviour. Matilda from Fenwick spoke about the fierce competition across all marketing channels, leading them to work even more closely with CSS partners for enhanced visibility. Rebecca from Selfridges echoed this, observing a noticeable shift towards lower price point items and, crucially, the increasing importance of peer reviews as a validator for purchases. This highlights the power of authenticity and social proof in today’s buying journey.
AI: Beyond Basic Automation
The topic of AI and its innovative applications in partnership programs was, as expected, a hot one. While Hollie from Dr. Barbara Sturm admitted they’re still exploring the possibilities, Matilda from Fenwick pointed towards the exciting potential of AI for dynamic commissioning. Imagine AI adjusting commission rates to align perfectly with specific business goals like customer retention or acquisition – truly intelligent partnership management. Rebecca from Selfridges, while currently using AI primarily for personalising partner communications, expressed keen interest in its future applications, particularly in unlocking new growth avenues. The consensus was clear: AI’s role in partnerships is only just beginning.
Hollie Macdonald, Dr. Barbara Sturm
Diversifying Our Partnership Playbook
Molly then steered the conversation towards diversifying partnership strategies beyond the traditional, bringing influencers into the spotlight. Hollie shared a fantastic example of a successful collaboration with tech partners to optimise the customer journey, using dynamic gift with purchase (GWP) offers to boost Aaverage order value (AOV) and reduce cart abandonment. This illustrates the power of creative, multi-faceted partnerships. Matilda from Fenwick discussed their upcoming partnership with Upsellit, leveraging pop-up windows with dynamic product recommendations to significantly enhance AOV and margins – a smart move to capture immediate value. Rebecca from Selfridges highlighted their focus on card-linked offer partners like airtime rewards, demonstrating how targeted customer segmentation can lead to significant revenue and AOV lifts. The message here is clear: don’t be afraid to think outside the box when it comes to who your partners can be.
Navigating the Nuances of New Collaborations
Of course, with new opportunities come new challenges. Hollie from Dr. Barbara Sturm candidly shared the initial internal pushback from their development team regarding an intent partnership. Her emphasis on open communication to highlight data and broader business benefits is a crucial takeaway. Matilda from Fenwick noted that educating the wider business about the value of newer affiliate marketing tactics, such as on-site pop-ups, is both a challenge and a fantastic opportunity for greater internal understanding. Rebecca from Selfridges echoed the sentiment, highlighting the difficulty in internally explaining the value and mechanics of new partnerships that operate with different working methods and data access. Transparency and clear internal communication are paramount when embarking on new ventures.
Rebecca Betteridge, Selfridges
Fostering Strong, Transparent Relationships
In a complex ecosystem, building strong, transparent partner relationships is vital. Hollie from Dr. Barbara Sturm stressed the importance of setting quarterly objectives aligned with program goals and maintaining open communication to address performance and explore broader strategies. Matilda from Fenwick emphasised transparency regarding budgets and internal changes, viewing partners as true collaborators working towards shared objectives. Rebecca from Selfridges reinforced this, highlighting Selfridges’ commitment to transparency in budgets, KPIs, and key events, alongside providing valuable feedback to partners on their performance within the overall mix. This collaborative spirit is the bedrock of sustainable growth.
Addressing Conflicts and Learning from Misalignments
Molly bravely tackled the sensitive topic of navigating potential conflicts or misalignments. Hollie recounted an incident where approved content was altered, linking to unauthorised retailers. This served as a powerful reminder of the importance of clear communication and robust process checks. Matilda from Fenwick added that looking internally to ensure clear briefs and proactive risk minimization is crucial when addressing mishaps. Rebecca from Selfridges brought up the excellent point of having contingency plans for underperforming campaigns, allowing for flexibility in budget and strategy – a testament to proactive risk management.
Emerging Trends and Untapped Potential
The panel concluded with a forward-looking discussion on emerging trends and untapped opportunities. Hollie from Dr. Barbara Sturm remains a strong believer in the power of influencers and community voice, indicating it will be a key focus for Dr. Barbara Sturm’s future. Matilda from Fenwick emphasised the importance of diverse affiliate placements, including influencers and shopping platforms, for sustainable growth. And in a fascinating prediction, Rebecca from Selfridges foresaw AI-generated partnerships within the affiliate space becoming a significant future trend. This truly sparked my imagination!
Matilda’s desire to discuss in-store affiliate opportunities, referencing AIOS in-store and the use of local influencers with LTK, was a great point to end on and certainly something for us all to consider as we look to integrate online and offline experiences more seamlessly.
Matilda Kousa, Fenwick
The insights shared by Molly, Hollie, Matilda, and Rebecca were not just enlightening but also incredibly motivating. The future of partnerships in fashion and beauty is undoubtedly exciting, driven by innovation, AI, and the ever-evolving power of influence. I’m energized by the possibilities and look forward to seeing how these trends shape our strategies in the coming Q4 and beyond.
Stay tuned for what’s ahead with Partnership Day London 2026!
