Legendary figures, entities from nothingness, ghosts, ghouls, or symbols of the past can all &quot;come back to life&quot; on this deadly night at the end of October. And that&#39;s the least interesting thing about Halloween.

In the global fashion and retail industry, each holiday season presents a huge opportunity to boost sales. A thousand and one ideas cater to consumer demand, from inanimate objects that heal the soul to themed items that seem &quot;practical.&quot; According to a 2018 survey by Rakuten Insight, nearly 90% of Filipinos are aware of Halloween, compared to 85% in Vietnam. In the US, data from the National Retail Federation (NRF) shows that 71% of American consumers plan to buy Halloween costumes this year, generating an estimated $4.4 billion in revenue across all age groups. The RealReal reports that keywords like &quot;Halloween costumes,&quot; &quot;Halloween dresses,&quot; &quot;Halloween bags,&quot; &quot;Coach Halloween,&quot; and &quot;Moschino Halloween&quot; are experiencing high search volumes this year.

Gen Z is driving Halloween fashion trends.

In Vietnam, photo shoots and elaborate Halloween parties have become quite popular since the post-pandemic years. Before Halloween officially arrives, countless videos and articles about Halloween ideas appear on all platforms. Besides crazy, scary, bloody, and humorous costume ideas, dressing up as an iconic character, or choosing vintage designs and recreating outfits from archives has gradually become a new trend. Consequently, the resale market and the stock market have become lucrative destinations for fashion enthusiasts, pushing brands into fierce competition during seasonal transitions. While the resale market attracts those seeking unique designs, affordable brands accelerate production with more stable and accessible pricing. Retailers like Zara compete on price, the ability to bring products to market quickly, and licensed character designs. This creates intense competition between designer fashion, vintage clothing, and mainstream cosplay costumes.

What did the luxury brand do?

The aforementioned figures present both challenges and significant opportunities for fashion brands. Instead of opting for disposable pieces or conducting multi-billion dollar campaigns, brands are now focusing on creating high-quality, unique, and versatile items to attract consumers. This is also how major players are addressing the highly competitive resale market and the demand for highly wearable designs, even for festive occasions.

Versace Fall Winter 2026 Campaign

Some who embrace Gothic, Victorian, or spooky aesthetics are gradually bringing pieces like lace, corsets, velvet, and intricate silhouettes and tailoring into everyday wardrobes, viewing them as a lifestyle and culture in a more accessible way. Halloween is a festival of creativity and individuality, and therefore it&#39;s also an opportunity for fashion enthusiasts to immerse themselves in the wildest and most daring ideas. According to experts, although luxury brands don&#39;t pay too much attention to Halloween, they still win over fans thanks to their campaigns, inspiration, and long-term storytelling. Dilara Findikoglu, Matières Fécales, and Rick Owens remain the most talked-about names for this holiday season, launching spooky designs that are both wearable and highly resaleable. Conversely, consumers are gradually changing their shopping habits by choosing combinations of a brand&#39;s signature items with seasonal accessories. They are creating diverse variations from basic items, ensuring that what consumers need to spend remains within a reasonable price range. Thus, the line between Halloween costumes and everyday wear is blurring more than ever. Of course, the variations and diverse ideas still allow wearers to create unique outfits. According to Barbara Janeczek, product curation manager at Lyst, “People are buying items they want to wear long-term, even after October 31st, creating outfits that are first and foremost casual wear, and then Halloween costumes.”

The trend of wearing outfits inspired by film promotions is also popular, encouraging fashion shoppers to experiment with their own red carpet looks. For example, Zendaya&#39;s outfits, from classic haute couture designs to new creations from brands like Matiéres Fécales, Louis Vuitton, and Schiaparelli, all worn during the preparation for Spider-Man and the Odyssey, can all serve as inspiration for consumers. These pieces perfectly complement party outfits, giving them a timeless and cyclical lifecycle for any wardrobe.

The resale and warehousing markets have never been less competitive.

Shalom Harlow at the Alexander McQueen Spring/Summer 1999 show, Marc Jacobs&#39; Louis Vuitton Spring/Summer 2008, Louis Vuitton&#39;s Spring/Summer 2008 doctor woman collection, Vivienne Westwood in the 90s, Jonn Galliano&#39;s Dior, Alexander McQueen, Jean Paul Gaultier, and Mugler... These &quot;ghosts&quot; on the runway continue to provide endless inspiration. Instead of buying an item to create a spooky Halloween costume, consumers have used high fashion to embody specific embodiments, runway moments, or iconic images from popular culture. At the same time, vintage inspiration provides easily recognizable cultural references and styles, as well as designs and details that evoke a sense of the macabre or the ancient. In these challenging economic times, Halloween can also be an excuse for many to treat themselves to unique pieces in the fashion world, which may or may not be entirely different from their everyday style.

Is Halloween Luxury’s Next Big Business Opportunity?

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