PurposeContinuous change has long been recognized as a core characteristic of retailing, its recent acceleration unprecedented, yet innovation in retailing remains under-researched, especially within fashion retailing. Therefore, the aim of this paper is to generate a deeper understanding of if, and to what extent, fashion retailers across different market segments are innovating in terms of in-store technology diffusion over time by taking a long-term perspective over five years.Design/methodology/approachDrawing on retail change and innovation diffusion theory, the study takes a qualitative approach, using direct observation of 71 fashion stores in London (UK) in 2014 and 2019. In total, 142 stores were tabulated in Excel and qualitatively analysed manually and with NVivo.FindingsThe findings identify the innovation adoption strategies implemented, the types of in-store technologies adopted over time and the fashion retail innovation adopters.Originality/valueThe research offers new knowledge in terms of retail innovation and retail change, specifically on retail diffusion of innovation and the importance of in-store technology integration. Several practical implications for improving technology innovation management are also identified.