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EU overhaul of cookie banners set to reshape fashion's digital future

How the industry reached cookie fatigue

Since the GDPR came into force in ****, any non-essential tracking of EU users, including tools such as Google Analytics and Meta or TikTok pixels, has required explicit consent. That requirement gave rise to the now-universal cookie banner across fashion and retail sites. In practice, this translated into full-screen overlays appearing the moment a shopper landed on a lookbook or product page, with complex “customise my choices” panels that few people read and significant user-experience friction, particularly on mobile devices. This friction is especially problematic in fashion retail, where mobile accounts for the majority of traffic during major events like Black Friday.