Retail Unwrapped from The Robin Report

Gen Z Women and the Man Repeller Trend

Jasmine Glasheen — Wed, 04 Jun 2025 04:01:00 +0000

Millennials knew what we were doing when we wore Crocs in front of our younger siblings. Up rose a generation of “millennials on steroids.” And now lo and behold, 69 percent of Gen Z women are “actively rebelling against patriarchy” with their fashion choices. While there is still a cohort of Gen Z’s who embrace hyper-femininity and traditional gender roles, the majority are giving uncomfortable, male attention-getting style like see-through polyester lace, soft porn lingerie and sky-high heels a robust “no thank you.” Think of this trend as the polar opposite of Lauren Sanchez’s personal style.

While the original man repeller concept focused on dressing to deflect the male gaze, the current resurgence is more about rejecting conventional fashion norms and prioritizing individuality. Gen Z is taking the concept of man repeller dressing to new heights.

To summarize and build on the popular definition of the “male gaze,” it refers to the way women are depicted in media an art, often froim a masculine, heterosexual perspective, objectifying them for the pleasure of a mlae audience To put it bluntly, the male gaze means looking at women and what women do from a chauvinistic male’s point of view.

Unisex clothing is taking over the fashion industry, with many women reporting they’re no longer wearing women’s clothes at all. Unisex is loose, utilitarian, and highly individualistic. Let’s take a look at the factors influencing the next wave of individualistic dressing, and the brands and products that will replace traditional “flattering” clothing.

The Resurrection of Man Repeller Dressing

“Man Repeller” style is nothing new. The concept has operated under the radar with women wearing pantsuits and other once expectation-subverting fashions since we first put needle to fabric. However, male gaze addressing was given the name Man Repeller by film critic Laura Mulvey in 1975, then resurrected by fashion and lifestyle blogger Leandra Medine Cohen in 2010, who later stepped down from her lifestyle blog in 2020.

While the original Man Repeller blog focused on dressing for the purpose of deflecting the male gaze, the current resurgence is more about rejecting conventional fashion norms and prioritizing individuality. Gen Z is taking the concept of man repeller dressing to new heights. Girls whose self-worth is contingent on male attention are called “Pick Me” and they’re the subject of 208.3 million derisive posts on TikTok. Lists of “clothing items men hate” were once relegated to the “Don’t” columns in fashion magazines. Nowadays, however, the internet is rife with opportunities for young women to rally around subversive dressing and collectively say, “We aren’t doing that anymore,” rejecting uncomfortable gendered norms.

Gen Z has long heralded individualism. As such, some of the boldest, most irreverent fashion influencers like Julia Fox and Saracampz are considered aspirational. It’s important to note, here that dressing for the male gaze doesn’t refer exclusively to gender conforming dressing. Man repeller dressing can also refer to those frilly, layered dresses that hide cleavage; neon bright, pattered clothing that deviates from “quiet luxury” neutrals; high waisted bottoms of any form; not “kissable” red lipstick… just about anything that turns traditional ideals of what’s flattering or “come hither” on their head. It means women dressing for themselves or, at the very least, one another, rather than a patriarchal archetype.

Pushback and Countertrends

Male gaze ambivalent dressing isn’t universal. It’s impossible to talk about women dressing for themselves without also talking about the conservative influencer push to inspire women to dress for men again. Alongside the resurgence of man repeller dressing, there’s been a large-scale attempt to reintegrate conservative values into fashion. Trends like the fading #cottagecore (8.7 billion views) and #quietluxury aesthetics are now being called “pipelines” to #tradwife (99.4 million posts on TikTok). And tradwife dressing is simply dressing like a married woman who embraces traditional gender roles, including dressing for the male gaze.

Influencers like asinderella have recently shared videos talking about the political undertones of the tradwife trend. It’s been decried as the current conservative government’s push to move women towards traditional gender roles. There’s a large conservative sect of next gens that embrace this type of fashion––mostly young men. In fact, there’s been a lot of recent research on the political and sartorial gender bifurcation among Gen Zs. Stay tuned, I’ll go into this further in my next article for The Robin Report.

Retailers need to understand that Gen Z women aren’t solely shirking gender norms and wearing neon prints or aiming for hyper femininity with softcore feminine dressing––their sartorial predilections are as bifurcated as our political climate. However, it is critical that retailers keep both their customer base and brand ethos in mind when sourcing fashions for next gen women.

Agency and Choice

Think about what young women would wear if there were no one around to appraise them: High waisted bottoms and oversize sunglasses à la Paris Hilton in the early aughts; dystopian taped-on fashion, mesh baklavas, and pointy toed shoes à la Wicked Witch of the West in 2025. Maximalist Miu Miu and Prada’s current aesthetic of massive silhouettes, messy hair, and bug-eye sunglasses are perfect examples of anti-male gaze dressing. Dickies gender neutral interpretation of hip-hop and skate wear are also in high demand.

Not dressing for the male gaze is as complex as the male gaze itself. Wearing intentionally unflattering fashion is both a flex again and the answer to “why would she wear that.” Because she wants to. Young women are challenging themselves to boldly wear exactly what they like without worrying about if it would be considered attractive to a real or hypothetical male.

Gen Z women dressing outside the male gaze isn’t just about clomping shoes and ironic sunglasses—it’s about choice. Whether that looks like wearing a bodycon dress with platform Crocs or a suit three sizes too big, autonomy is the unifying thread. The most powerful fashion statement Gen Z women are making right now is, “I’m not dressing for you.” The brands that survive this evolution will be the ones that recognize that the majority of Gen Z women aren’t looking for a one-size-fits-all aesthetic. They’re looking for options that reflect who they are and who they want to be—not who they’re supposed to attract.

Gen Z’s Nostalgic Trend Has No Chill for Fakes

Mark Faithfull — Thu, 29 May 2025 04:01:00 +0000

Gen Z is many things, and topping the list right now is sentimental purchasing power. The trend reflects a longing for simpler, slower times when things seemed safer and more secure. Gen Z demands authenticity and uniqueness and although they may be deeply immersed in the digital world, wearing vintage outfits, listening to old-school music and even resurrecting classic technology tap into their self-expression. Gen Z’s nostalgic trend is, ironically, accelerated by that very 21^st century medium, social media.

There was a brief, though sadly unrequited rumor that video rental store chain Blockbuster was going to make a comeback (there remains a single store in Bend, Oregon, available for rent as an Airbnb).

The trend also plays into ideals about sustainability and reducing waste. Shopping second-hand and giving old items a new life is a no-brainer for those wishing to reduce their carbon footprint. According to estimates, over 80 percent of Gen Z shoppers buy pre-worn apparel. Pragmatists, they see no contradiction in throwing in the odd Shein haul at the same time. If it lasts, it will eventually become retro as well.

Reworn

Pioneer Rent the Runway proved that the circular economy can be popular and sustainable. Jennifer Hyman, CEO and co-founder, told NRF delegates in New York earlier this year that the business, celebrating its 15^th anniversary, made it “feel normal to wear clothing other women had worn before.”

She said it is now entirely acceptable to buy second-hand, have subscriptions and do rentals but for the industry to grow Hyman said people need to think about their “closet value.” She predicted a future when the product page provided by retailers includes information such as a buy-back price within a certain timeframe and the price as a rental item.

Meantime, in London two large circular economy, multi-brand apparel stores have opened as long-term pop-ups in the West End. By Rotation recently extended its tenure by six months and has been joined by Known Source. More brands are leveraging the desire for sustainability and retro and vintage styles are variations on that theme. And the poster child for reworn is Patagonia that checks off all the sustainability boxes, offering refreshed apparel with pride, workmanship, and an alternative to landfills in Ghana.

Thrift Flips

There is also a profitable business in flipping thrift items. Inflated prices have become commonplace for rare sneakers, luxury items or time-limited drops. However, in a strange turn of events, pieces from companies like Forever 21, Topshop and Abercrombie & Fitch have been sold on resale sites for multiple times their original price. Part of the appeal is that older mid-market brands are perceived to be better quality than today’s fast fashion. Young consumers are also more likely to prioritize natural fabrics, like silk or cotton. Another appeal of the older items is scarcity, AKA, less likelihood of showing up in the same outfit as someone else.

Retro Tech in Demand

Fashion is just the tip of the nostalgia iceberg. Somewhat improbably, retro tech is also making a big comeback as Gen Z seeks out lower tech ways to stay connected. Perhaps the most emblematic of that sentiment is the Nokia 3210, an iconic phone from the 1990s in the pre-iPhone age. It was reintroduced by the manufacturer in 2024, featuring a color screen, the game Snake, and 4G connectivity. Dumb phones, now relabelled as feature phones, play into JOMO, the joy of missing out.

And let’s not forget about music. Vinyl sales have been skyrocketing for years now, but more recently all the forerunners are looking at cassettes, helped by the once ubiquitous Sony Walkman appearing in a spate of hit movies and TV series. Sales in both the U.S. and U.K. reached new highs after Netflix first streamed its apocalyptic series The Last of Us. The humble cassette was transformed into retro chic. The British Phonographic Industry (BPI) reported that spending on physical music formats – CDs, vinyl and other formats including cassettes – increased by 6.2 percent to nearly $430 million last year.

Google searches for #digitalcameras have also doubled in the U.K. over the past five years, following an earlier comeback of the iconic instant camera, Polaroid. There was even a brief, though sadly unrequited rumor that video rental store chain Blockbuster was going to make a comeback (there remains a single store in Bend, Oregon, available for rent as an Airbnb). One of the original digital toys – Tamagotchi –- came back onto the shelves in a refreshed guise after an updated version, still requiring attentive owners to keep it ‘alive,’ debuted at the Tokyo Toy Fair two years back.

That relaunch coincided with Hasbo’s launch of fellow 1990s digitally connected toy Furby, the weird furry child companion that spent most of its time frightening parents by randomly speaking from deep inside closets and under beds. Even the huge success of Warren Buffet’s favorite Squishmallows, while not a retro toy as such, plays into the simpler toys of childhood. And, of course, Barbie was reintroduced to a new generation more recently after Mattel had a huge movie hit, putting both Mattel and Gen Z in the pink.

Guinness and Gen Z

Here’s an interesting side story. Forget St Patrick’s Day, every day is a red-letter day for Ireland’s favourite brew, Guinness. So much so that the taps in the U.K. have run dry at some bars in recent months. However, the fans driving soaring sales are not those from, or with heritage connections to, the Emerald Isle, or the stout’s old school back bar drinkers. Instead, the brand’s new fans are Gen Z, and they can’t get enough of the deep black stout. As it turns out, Gen Z is craving a bitter beverage that hails from the western outpost of Europe to quench their first. Gen Zs have popularized Guinness on TikTok and Instagram and have reinvigorated demand for the brand. Celebrity fans have also fuelled the trend; Kim Kardashian made headlines when she supped a pint in a London pub and the singer Olivia Rodrigo made waves when she wore a ‘Guinness is Good 4U’ T-shirt when performing in Dublin last year. Guinness 0.0 is now Britain’s best-selling non-alcoholic beer and international drinks brand.

Capturing Gen Z’s Retro Love

Looking to future opportunities of how can brands play in this generationally reflective space? Even if their products aren’t technically nostalgic, using modern tech to create immersive, retro-driven experiences, or partnering with emerging artists or brands to put a fresh spin on classic designs can refresh brand marketing – just as long as it’s not nostalgia-washing. It could also mean tapping into nostalgic trends in adjacent industries, like food and beverage or home décor, to broaden retro appeal, or learning from successful collaborations by sports brands. But brands that want to walk that narrow line have to keep things authentic and exciting. If they want to win Gen Z’s loyalty, they have to be real. For Gen Z nostalgia might, it would seem, be just what it is cracked up to be.

How Mall Retailtainment Can Keep Next Gens

Jasmine Glasheen — Mon, 26 May 2025 04:01:00 +0000

Let me clear up an untruth: Millennials and Gen Z were never killing traditional shopping malls…boomers were. A 2024 study by Ipsos Consumer Tracker found that contrary to popular belief, only 38 percent of consumers in the 55+ demographic say they shop at malls “often or sometimes,” compared with 48 percent of those aged 35-54, and a whopping 58 percent of shoppers aged 18-34.

Salespeople are still being trained to approach and engage customers in a manner unbefitting of the times and unbefitting of what next-gen consumers are willing to tolerate.

But that’s not all: Consumers aged 18-34 were twice as likely as those over 55 to say they shop at malls “often,” while the oldest Americans were three times as likely as the youngest to say they “never shop at malls.” So, all of those romantic notions of boomers who are mall walking en masse to JC Penney don’t have legs to Jazzercise on.

We know that Gen Z and the youngest millennials are the biggest mall-attending demographic, but why? What do they want to see when they go to malls and what retailtainment incentivizes them to spend?

They Don’t Go to Malls for Low Prices

As much as we prattle on about how Gen Z seeks out low prices, it’s important to note that they don’t think they’re going to find those low prices in malls––which is a good thing because they aren’t. Consider that 72 percent of Americans think they can get cheaper prices online than in-store. And malls are the real estate hubs of brick-and-mortar shopping. However, next gens are willing to shell out a bit more for a noteworthy experience, whether that experience serves the purpose of creating a buzz on social media or just helps them get through the next few weeks.

The term retailtainment is grossly overused. Yes, immersive in-person mall events like “Netflix House” are massively exciting across age demographics. But such events are also one-offs and don’t comprise most in-person shopping experiences. The term ‘Souvenir Purchasing Mentality,’ coined by yours truly, far better encapsulates what next gens are actually buying on a weekly basis.

For young millennials and Gen Z, in-person shopping is either for consumable products like unique food items that create a flicker of serotonin or it’s souvenir-oriented––meaning the products they purchase are emblematic of in person experiences they want to remember. Retailers don’t always need to dress up their malls to look like the movie set of “Barbie” to get young spenders in stores. They do, however, need to create positive in-person experiences and sell somewhat affordable products that encapsulate those experiences.

Think of an art museum store, but with goods sold at lower price points and food options geared towards diverse dietary restrictions––vegan, gluten-free, organic. Think of a cinema selling lower price point perfumes inspired by the movies being shown. Think about what would spark joy for another week with $25 of discretionary spending.

Manufacturing “Chill Vibes” en Masse

Next gens want souvenirs of their in-person shopping experience, but first, that experience needs to be authentically enjoyable. Too many retailers renting physical storefronts are still focused on bottom-line product sales without thoroughly considering whether their stores and staff provide experiences worth having.

If you thought millennials were appalled by aggressive salespeople, you should see our younger siblings. To be fair, unwillingness to be sold to has become pretty universal since pandemic lockdowns––these days 83 percent of American adults don’t want salespeople to address them unless they initiate the conversation. So, why are salespeople still doing it? Many retailers haven’t updated their in-store training since the early aughts. They’ve removed the human touch from the process of training store associates, digitizing training materials, and in some cases even updating them to better reflect next-gen consumers. But salespeople are still being trained to approach and engage customers in a manner unbefitting of the times and unbefitting of what next-gen consumers are willing to tolerate.

Next gens are already overstimulated, and more young people self-identify as neurodivergent than ever before. Nobody is going to opt into an aggressive sales setting. Put simply, being approached by salespeople in any way is seen by prospective next-gen consumers as distinctly un-chill. You know what is chill? Mixed-use retail spaces with ample seating, relaxed lighting that doesn’t feel like an optometrist’s waiting room, and salespeople that have personal anecdotes to share about each product…when asked.

Diversity Without the Cringe Factor

When thinking about catering to diverse audiences in physical spaces, neurodiversity needs to be a consideration. I wrote about “Mixed-Use Retail Spaces for Millennials” back in 2020. But we aren’t talking about millennial HENRYs. (In fact, that now feels like the halcyon days––few millennials are still HENRYS, me included.)

We’re talking about creating spaces where overstimulated people can take refuge, spend time with family and friends, and experience joy on their own terms. This means multicultural food, NA beverages, and clean, accessible bathrooms. It means music that won’t induce a panic attack or worse, a seizure.

Malls aren’t dying, but those shopping centers experiencing a renaissance are shedding outdated sales tactics. Gen Z and young millennials want spaces that reflect how they feel and view the state of the modern world. They want food that fits their lifestyle, products that double as souvenirs, and environments where they can exist without being hassled. The future of malls is in creating spaces that feel good to be in. If that means fewer pushy sales tactics and more spots to sit and listen to soothing music with an oat milk latte, well, that’s a trade-off worth making.

The Rise of Special Forces Tourism in China

Ross O'Brien — Thu, 22 May 2025 04:01:00 +0000

Every day, hundreds of tourists, often in large tour groups from Korea or Mainland China, stop at a graffiti mural on the corner of Graham Street and Hollywood Road in Central Hong Kong. It depicts Yaumati, a famous Hong Kong neighborhood, and takes up the entire side of the flagship store of Goods of Desire (commonly abbreviated as G.O.D.). G.O.D is a 30-year-old retailer that uses pre-handover Hong Kong iconography and themes (the Yaumati scene is one of its signature prints) in its funky reinterpretations of Chinese fashion and homeware. It is an Instagrammable moment for hundreds of social fans.

Hong Kong brands often trade in ironic, sometimes risqué reinterpretations of familiar cultural items. Another one of G.O.D.’s signature designs is the Angry Cat—a cheeky riff on the Japanese Maneki-neko, or ‘fortune cat’, which traditionally sit in shopfront windows waving in good luck. (G.O.D.’s version has the cat making a different, ruder, gesture.)

While G.O.D. proudly notes on its website that the mural is one of the city’s “most Instagrammed walls,” when I visited the shop on a busy Sunday afternoon during “Golden Week” (a long holiday for China, Japan and other East Asian countries anchored around International Labor Day on the first of May), only a few shoppers circulated in the store, despite the throngs Instagramming outside. This is the bane of retailers with social moments that outweigh the merchandise.

“The visitors who take pictures are not usually our customers,” says one of the shop managers, although occasionally some will wander in “for small items. A keychain. Maybe a pair of socks.” As if on cue, a young Korean couple starts making their way to the checkout counter, each holding an identical pair of socks as souvenirs.

Social Media Tourism in China

Hong Kong received 213,0000 visitors from Mainland China during the first day of the Golden Week holiday—a welcome boost for practically the only Asian city left behind by the world’s post-Covid tourism boom. Over 919,000 Chinese visitors came over the entire holiday period, over 21 percent more than the year before. Hong Kong has clawed its way back onto global travelers’ bucket lists through a tremendous investment in exposure, including in particular enlisting social media influencers from China and elsewhere to visit and post about their experience.

Social media-enabled tourism, however, has proven to be a double-edged sword for Hong Kong. Large numbers of Asian travelers now use Instagram and other platforms to plan and execute their itinerary. Travelers to Hong Kong increasingly dash around the city to hit a set of sights using the guidance of social media influencers or lists of Instagrammable venues. Often this is done with military precision (and, unfortunately for local retailers, on a tight budget) by groups of young Mainland Chinese tourists, who have been given rise to a trend known as “special forces” tourism.

Grab and Gone

Social media has successfully lured new visitors to Hong Kong, but has created a new class of tourism that isn’t translating to retail spend. Tourists do stop and make purchases—particularly if their impulse buys also create post-able moments. This has created a mini-boom for artisanal bakeries, bubble tea shops and traditional Hong Kong milk tea houses. Three local Hong Kong bakery chains—The Bakehouse, Vission Bakery, and Tai Cheong — have risen to Instagram stardom as a must-visit stops along the Graham Street graffiti walking tour. Signature packaging allows ‘Grammers to take selfies and shoot unboxing videos as soon as they’ve made their purchases.We’ve seen a great amount of business this Golden Week. Everyone found us through someone else’s Instagram posts, and everyone takes a photo with their own purchases,” says a counter worker at Vission, describing how a global following for its matcha mochi Danishes and decorative cakes was organically built up on social media.

This is beginning to have an impact on the hospitality scene along Hong Kong’s Instagram Trail. “I know several restaurant owners in Central that have decided to switch their fit-outs from dine-in to grab-and-go bakeries, because that seems to be what the tourists want,” says a restauranteur in Hong Kong’s Central district.

Social Strategies

Other hospitality brands have tried more active and engaged social media strategies, with some limited success. When the American streaming sensation IShowSpeed made a highly publicized trip to Hong Kong, a local pizzeria enjoyed a moment of online buzz when it posted an Instagram reel showing its attempts to deliver him a pizza. Although the YouTuber quickly gave it back when his fellow passengers warned him that eating on Hong Kong trains is illegal, the pizza box was highly visible in his hands for a few precious seconds.

British extreme eating online personality Big John recently increased the popularity of a few Hong Kong bars and restaurants when he paid a visit. According to restaurant industry professionals, however, Big John’s fan base of largely teenage boys only created headaches for the doormen checking IDs. A third restauranteur reported a reasonable uptick in business after hiring Mainland Chinese online influencers (which can be done for roughly $3,000 to $5,000) to post their dining experiences, but that the per-patron spend was less than expected. “Everybody got sharing plates or split appetizers family style.”

A Hong Kong Inside Joke

Another challenge that even the most iconic ‘Gram-friendly’ brands and retailers in Hong Kong face is that they are selling to an extremely narrow niche market. Many of Hong Kong’s more unique shopping destinations are refurbished heritage sites—among them PMQ, Tai Kwun and Central Market—and house collections of local fashion microprenuers and designers whose brands in part depend upon a nostalgic, and often campy appreciation of local culture and history. The signage and design elements of many local brands and eateries drawing from styles Hong Kong’s postwar boom times or the classic kung fu movies. One of Hong Kong’s original nostalgic brands, Shanghai Tang, began taking styles from even earlier eras, and to this day its fashion collections still evoke jazz-era 1930’s Shanghai and 1940’s Chinese Communist Party chic.

Hong Kong brands often trade in ironic, sometimes risqué reinterpretations of familiar cultural items. Another one of G.O.D.’s signature designs is the Angry Cat—a cheeky riff on the Japanese Maneki-neko, or ‘fortune cat’, which traditionally sit in shopfront windows waving in good luck. (G.O.D.’s version has the cat making a different, ruder, gesture.) Some wonder if leaning so heavily on in-jokes to sell local fashions and tchotchkes misses out on a broader audience—particularly those tourists who currently make up the bulk of visitors. “What tour group of Chinese or Korean retirees wants to buy the same familiar trinkets they see at home? Will they even appreciate the irony?” asks the Central-based restauranteur.

Hong Kong’s self-effacing, irreverently reverent style certainly has its admirers. “We have many fans,” says the G.O.D. store manager, such as European expats that have been in Asia a long time, and in particular Malaysian Chinese tourists “who really seek out our modern reinterpretations of classic Chinese designs.” However, unlike the global aficionados of K-Culture and J-Culture (Korea and Japan, respectively), the worldwide HK-Culture fanbase is likely too small to support a substantial cultural export industry.

Are You Experiential?

Hong Kong, like Asia’s other traditional shopping hubs, has been in a state of flux since the pandemic. Asian regional tourism levels in 2024 have still not climbed back to pre-Covid numbers (with the notable exception of Japan which, as we’ve reported, continues to wrestle with its deluge of tourists). Digital outreach has helped Hong Kong build its volume, but is has not moved the needle much of retail sales, and this, compounded with the exorable cannibalization of digital shopping platforms, means that Golden Week holidays and or other shopping-themed events are insufficient means to sustain Hong Kong’s destination retail business.

There are indications, however, that Hong Kong is beginning to turn a corner in its quest for higher-value experiential retail—and ironically digitalization and the long tail of the pandemic have actually accelerated this transition.

Hong Kong’s years-long lockdown served as a mother of invention for many high-end retailers, which were forced to reimagine their customer transactions through a digital lens to revive sales. Luxury brands in Hong Kong, as elsewhere in Asia, have been working to “phygitalize” their retail experience, and this is quickly dovetailing with another trend impacting technology decision-making: the move towards large-footprint ‘experiential’ retail establishments which mix shopping with restaurants, spas and other leisure offerings, and dedicated spaces and services for VIP clients.

Louis Vuitton plans to open a 40,000-square-foot megastore in 2026 in Hong Kong’s K11 MUSEA – a high-concept mall which blends luxury retail and curated art spaces; the luxury giant reportedly will reserve significant floorspace for a museum, cafes and a lounge for key customers. Prada, which closed its pricey Hong Kong flagship in 2020, is also reported to be joining LV at K11 MUSEA with a new 8,000-square-foot flagship. Prada has only dabbled in hospitality and luxury lifestyle experiences; Prada Caffè operates in London’s Harrod and at Prada Resort, its luxury ‘members club, and the brand has been incorporating skincare and other wellness offerings in some of its flagships. It is more than likely that some of this will be replicated when they open at K11 MUSEA next year.

All of this will require fashion retailers to undergo still more digital transformation, in the words of a Hong Kong-based technology executive for a global brand: “Selling coffee is different from selling clothes; it requires new Point of Sales systems, and maybe even different ERP systems.”

The Lonely Planet to White Lotus Pipeline

Cheap travel can be cheerful. A steady stream of globe-trotting backpackers, toting iconic Lonely Planet guidebooks, served as the cornerstone of the tourism industries of Thailand, Indonesia’s Bali and other Asian destinations. Welcoming budget travelers helped Thailand, which serves as the backdrop for the latest season of HBO’s luxury resort dramedy The White Lotus, build a tourism sector that makes up almost a fifth of the country’s annual GDP, which includes an estimated $5 billion in luxury tourism spending.

Today’s thrifty and speedy Special Forces travelers from China and elsewhere offer Hong Kong a similar opportunity. Instagram-propelled tourism has already built a deeper global appreciation of the city as a destination, and has fostered appreciation of established and emerging iconic brands in Hong Kong, even if there is not yet much in the way of retail sales to show for it. Budget travelers continue to cause concern among Hong Kong economic planners, who have been frantically rolling out plans to make the city more attractive to high-spending families and luxury travelers.

But what policymakers are overlooking in their panic is that Special Forces and other ‘Gram-fueled tourists can serve many roles. Currently they act as ‘shock troops,’ and while many are not big spenders, they definitely contribute to Hong Kong’s growing social media visibility. Over the longer term, they may also serve as an important aspirational demographic: one that is well-attuned to navigating digital channels to customize their travel and retail experiences in Graham Street today and may graduate to the VIP pleasure palaces of Hong Kong’s luxury flagship stores in the years to come.

Keeping Up with The Wellness Movement

Alex Nisenzon — Thu, 15 May 2025 16:01:00 +0000

The retailers that are dominating today’s wellness and outdoor space aren’t gambling on guesses. Those who still rely on instincts to build their product assortment are relying on guesswork instead of strategy. What once might have been a gut-driven art is now a precision science. Smart retailers are using real-time data to make smart, strategic merchandising decisions that drive real results.

Smart health and outdoor retailers are staying ahead by adapting to rapidly evolving consumer trends in real-time. They’re forging partnerships with fast-growing, in-demand brands, and stocking high-converting products that align with what their customers are already actively searching for. And they’re doing all of this based on in-depth DTC and TikTok Shop data.

Modern consumers don’t frame wellness products as luxuries, as they did in years past, but as alternatives to the rising costs and oft nebulous reputation of Western medicine. Consider that a third of Gen Z consumers turn to TikTok as their main source of health information. They use it like Google, and on TikTok, wellness products win. According to data from Charm, the leading brand discovery and analysis platform, the wellness space (including the health, and sports & outdoors categories) has driven more than $1.3 billion in sales in the past 12 months on U.S. TikTok Shop sales.

And that’s just on one platform. Factoring in Instagram, Facebook, Reddit, Snapchat, and the hundreds of additional platforms dominating consumers’ smartphones today, it makes sense that the wellness category is a point of focus for a growing number of retailers. The wellness sector growth isn’t poised to slow anytime soon, either. The global wellness economy is poised to keep growing at 7.3 percent a year through 2028––much higher than the projected GDP growth of 4.8 percent.

The facts are in: the wellness sector pays dividends. There is huge potential for retailers to optimize their product assortment with the latest trending brands and products. If you’re still planning assortments based on last year’s trends or outdated sales reports, it’s time for a major reset. Here’s what top retailers are doing differently — and how you can catch up by getting the data-backed insights into the wellness and outdoor products that are driving sales today.

Why Guesswork No Longer Cuts It in Retail

The retail landscape is evolving faster than ever, fueled by digital platforms like TikTok, where trends can go viral overnight. Consumers are discovering new supplements, health products, and outdoor gear online first — often before they ever set foot in a store. Yet the wellness industry evolves at a breakneck pace. The idea that a retailer can simply stock up on products geared towards the latest workout trends (AI fitness coaching, anyone?) and protein powder to reap the full fiscal benefits of the wellness sector no longer has legs.

Consider that, nowadays, 65 percent of retail decision-makers find it harder to respond to rapidly evolving consumer trends than it was in years prior. Perhaps that’s because wellness sector trends and consumer sentiment evolve too quickly for dated sourcing methods to work. Retailers who cling to the old ways — making purchasing decisions based on instinct or outdated data — risk falling behind, missing out on emerging trends, and ultimately losing sales to more nimble competitors.

Smart health and outdoor retailers are staying ahead by adapting to rapidly evolving consumer trends in real-time. They’re forging partnerships with fast-growing, in-demand brands, and stocking high-converting products that align with what their customers are already actively searching for. And they’re doing all of this based on in-depth DTC and TikTok Shop data.

The Rise of TikTok Shop and the New Path to Discovery

If your store isn’t carrying the brands and products trending on TikTok Shop, you’re already behind. Today’s customers are scrolling their way through product discovery — and if they can’t find their latest TikTok favorite on your shelves, they’ll move on. There are over 398,000 TikTok Shops in the U.S. alone, but opportunities to utilize TikTok Shop data extend far beyond product performance on TikTok itself.

Retailers who analyze what’s trending on TikTok Shop gain a valuable edge: they can spot emerging health and wellness trends before they hit the mainstream, stock products that customers already recognize and trust, and craft in-store experiences that feel relevant, exciting, and modern.

By aligning your product assortment with what’s gaining traction online, you can create a store experience that feels fresh and curated — one that makes customers feel like you just get it. Yet few retailers have the bandwidth or the massive procurement teams necessary to manually track ever-in-flux TikTok trends alongside the daily demands of running a retail business.

The Power of Real-Time Sales Data

Point of Sale data can give retailers a limited view of specific products that sold well in the past. Yet such data gives little to no guidance on the most important aspect of sales in the wellness sector: the products and product categories that are blowing up online. POS station data is now nearly as dated as door-to-door sales. It’s time to stop planning assortments based on what sold last year and start planning based on what’s selling right now.

Whether you operate a DTC storefront on TikTok Shop, or you sell smoothies and skateboards at a mom-and-pop shop in South Dakota, real-time data equals relevancy for modern retailers, With in-depth data tools like Charm, retailers now have visibility into what’s actually selling, which brands are trending and experiencing rapid growth, and what products customers are actively adding to their carts. Charm enables retailers to rapidly discover trending DTC brands and partner with them before their competitors get the chance. Get ready to source the inventory your customers are seeking.

No more assumptions. No more missed opportunities. Just actionable insights that lead to smarter buying, stronger assortments, and bigger sales.

Get Data into The Top-Selling Wellness & Outdoor Products

Every day that you’re not stocking the products that are driving real demand, you’re leaving money on the table. The good news? You don’t have to guess anymore.

In this report on the top-selling wellness and outdoor products, Charm data outlines which brands and products are growing fast and driving sales now. Discover the brands and products you’re missing out on and how you can use DTC partnerships to drive more sales to your store.

Get the full report from Charm.

Why People Shop: Understanding Generational Shopping Habits

Phil Lempert — Mon, 12 May 2025 04:01:00 +0000

If you don’t understand what your customers want, how can you serve them and stay competitive? We are living in an era with four generations in the workforce and as consumer forces in the marketplace. Make that five generational shopping habits if you add in the Alphas who are also shopping in retail stores.

Retailers must remain informed about, agile and responsive to changing consumer preferences. By understanding the unique needs of each generation—from Gen Z’s pragmatism to boomers’ deal-seeking preferences, retailers can craft strategies that resonate with their target audiences.

For this report, let’s focus on grocery shopping although we know that generational behaviors extend more broadly to all retail experiences. YouGov’s latest supermarket ranking poll offers a fascinating glimpse into how four different generations (excluding the Alphas) approach grocery shopping. The findings are averages but there are wide preference variations within each 20 to 30-year generational life stage span.

From Gen Z’s disinterest in the entire process to boomers’ relentless hunt for deals, the data reveals distinct generational trends that food retailers need to consider when crafting their strategies. On a macro level, Walmart led the rankings by a wide margin with 63.3 percent of U.S. adults saying they would consider the brand for their next shopping trip followed by Target (42.5 percent) and ALDI (32.8 percent). But what is really revealing is why people shop — the differences in shopping attitudes and habits across generations. As we said, these preferences extend across many other retail sectors.

Gen Z: Pragmatic, Disengaged Shoppers

Gen Z, the youngest cohort of shoppers, has a clear message for food retailers: grocery shopping is boring. According to YouGov, 40.5 percent of Gen Z respondents find the task mundane, and 59.9 percent say they only buy what they need when visiting the supermarket. This generation, raised in the age of instant gratification and digital convenience, views grocery shopping as a chore rather than an experience.

According to the Survey Monkey survey, Gen Z social media and shopping habits, this generation seeks out product information and inspiration from a wide variety of sources: 51 percent look to shopping websites, 47 percent to social media, 45 percent from friends and family and 44 percent went to brick-and-mortar retail stores (more than any other generation). A 2023 UK survey from Attest found that while Gen Z is the most digitally native generation with 57 percent saying they prefer to shop for clothing, shoes and accessories online, 51 percent are more likely to buy food and drink in physical stores.

Most critical is that these younger shoppers do not trust the food industry. For food retailers, this presents both a challenge and an opportunity. Gen Z’s preference for efficiency and minimalism suggests that they value streamlined, no-frills shopping experiences. Retailers can appeal to Gen Z by enhancing the ease of their ecommerce platforms, offering quick in-store pickup or delivery, and ensuring that stores are easy to navigate.

And don’t forget to make it fun. This is a generation of gamers. Using gamification and gratification to enhance their shopping experience—through the accumulation of points in loyalty programs, games on interactive apps, AR experiences and animated leaderboards—could help make grocery shopping more engaging for this disengaged group. Walmart’s Adaptive Retail fueled by its proprietary platforms is a great example.

Another key takeaway is Gen Z’s focus on necessity over impulse. Nearly 60 percent of Gen Z shoppers buy only what they need, so retailers may need to rethink their promotional strategies. Instead of promoting impulse buys, they could emphasize value, sustainability, and convenience to win over this pragmatic generation. Remember, Gen Z is leading the No Buy movement as detailed by fellow TRR columnist Pam Danziger.

Millennials: The Planners Who Shop for Little, Often

Millennials are the bridge between traditional and modern shopping habits and exhibit a strong preference for planning and frequency. YouGov’s data shows that 61.9 percent of millennials like to plan their weekly shopping, and 51.1 percent prefer shopping “little and often” rather than making fewer, larger trips, typical of the way most people shop.

This behavior reflects millennials’ desire for control and balance in their lives. By planning their shopping, they can manage their budgets more effectively and reduce food waste The preference for smaller, more frequent shopping trips also aligns with their tendency to prioritize fresh, healthy foods over bulk purchases of processed food items. And we know that for urban millennials, storage is often a problem.

For retailers, this means that digitally savvy millennials are likely to respond well to smart, personalized tools that help them plan and organize their shopping. Features like digital shopping lists, customized meal planning apps, and personalized recommendations (both online and in-store) enhance their experiences and drive bigger basket sizes. Optics are important, and retailers should ensure that their stores feature prominent displays of attractive, well-stocked fresh produce and other healthy options, as these are key drivers for millennial shoppers.

The “little and often” approach to food shopping has implications for store layouts and staffing. Stores designed for quick, efficient trips, with clearly marked sections and minimal congestion play into the millennial mindset. Smaller stores like Trader Joe’s, ALDI and Whole Foods’ Market Daily Shop format in New York City are preferred by these shoppers.

Gen X: Price-Conscious Impulse Buyers

Sandwich generation Gen X shoppers present an interesting paradox. On one hand, they are the most price-conscious generation, with 78 percent saying they look for the lowest prices when shopping. On the other hand, 63.4 percent admit they end up buying things they weren’t intending to purchase. This combination of frugality and impulsiveness makes Gen X a unique and potentially valuable demographic for food retailers.

The emphasis on low prices suggests that Gen X shoppers are highly responsive to discounts, promotions, and loyalty programs. Highlighting value-driven messaging and ensuring that their pricing strategies are competitive are effective tactics for Gen X shoppers. However, the high rate of impulse purchases indicates that in-store marketing and product placement could play a significant role in influencing them. To capitalize on this behavior, retailers could focus on creating more enticing displays and offering samples or limited-time deals.

Baby Boomers: The Deal-Seeking Traditionalists

Boomers, the oldest generation surveyed by YouGov, exhibit shopping behaviors that reflect their life stage and values. Only 10.7 percent of boomers make Saturday their regular shopping day, suggesting that they prefer to avoid the weekend crowds. Boomers’ average age is 70 years old, and most are retired or working less, giving them more free time to shop on weekdays. They are the most likely to be on the lookout for special offers, with 84.7 percent saying they actively seek out deals. Many boomers are on fixed incomes and need to stretch the most out of their income and savings. What’s more, they are planning for a longer lifespan according to the Social Security Actuarial Life Table.

Food retailers can appeal to boomers by emphasizing discounts, loyalty rewards, and bulk purchase options. Retailers could consider offering senior discounts during off-peak hours or providing shuttle services to make shopping trips easier for older customers. Clear signage is important as JAMA Ophthalmology reports that the number of people with visual impairment or blindness in the U.S. is nearly 27 million and as the population ages is more susceptible to these conditions. Non-tech-savvy boomers value personal interaction over digital convenience and a trained, friendly and helpful staff enhances the in-store experience.

The Future of Grocery Retail

YouGov’s findings underscore the importance of tailoring retail strategies to meet the unique needs and preferences of each generation. As mentioned, retailers are serving four (five with Alphas) generations of shoppers at the same time. Retailers must remain informed about, agile and responsive to changing consumer preferences. By understanding the unique needs of each generation—from Gen Z’s pragmatism to boomers’ deal-seeking preferences — retailers can craft strategies that resonate with their target audiences.

The key to success lies in striking a balance between tradition and innovation. While some shoppers value the familiarity of in-store experiences, others are drawn to the convenience of digital solutions. Food retailers that create an in-store and online shopping environment that is personalized to each generation are likely to do well. Yes, that adds an extra burden to each food retailer – but you don’t have a choice if you want to keep shoppers coming back to your store.

Retail Employee Safety and Organized Retail Crime

Jasmine Glasheen — Mon, 05 May 2025 04:01:00 +0000

With tariffs raising the price of goods combined with an uncertain economic future, retail crime will rise, and along with it, lack of employee safety. New legislation, like California’s Prop 36, is being enacted to combat retail theft. The National Retail Federation is working alongside retailers across the nation to lobby for federal involvement to further penalize perpetrators of organized retail crime. The economic conditions are ripe for an increase in crime. With that said, the price of cereal is up to $9 a box and the homeless population is increasing––with a 40 percent increase in homelessness since 2017. Anyone who thinks this won’t lead to a rise in retail theft, organized and otherwise, is smoking something enviable.

While over 10 million shoplifting cases are reported in the U.S. annually, only 1 in 48 incidents results in an arrest. So, reported criminals are allowed to walk free––often with at least a loose awareness of who reported them and where to find that person during work hours. In this light, why would a store associate making barely over minimum wage risk their own safety to protect a retailer’s bottom line?

Yet the financial impact of retail theft is just the tip of the iceberg. NRF’s 2024 The Impact of Retail Theft & Violence report states that 73 percent of retailers said shoplifters have become “more aggressive and violent over the past year.” A staggering 84 percent of surveyed retailers expressed heightened concern about the violence occurring during theft incidents. So, we’re looking at more theft, more violent theft, and theft causing unprecedented disruption at a time when physical retail is still making a comeback. And as we said, it’s only going to get worse if the tariffs and a subsequent recession come to pass.

What’s an honest retailer to do? Let’s take a look.

Store Associate Safety

We often talk about the need for adequate training to combat organized retail crime, but we rarely talk about the reasons ORC often goes unreported. Depending on the efficacy of a retailer’s loss prevention team and how they work with local law enforcement, store associates that report ORC may feel like their personal safety is threatened––particularly faced by the increased levels of violence and physical aggression accompanying such crimes.

Even in best-case scenarios where shoplifting is registered by the store’s loss prevention team and evidence is passed on to law enforcement, retail theft and ORC are still rarely prosecuted. Very rarely. In fact, while over 10 million shoplifting cases are reported in the U.S. annually, only 1 in 48 incidents results in an arrest. So, reported criminals are allowed to walk free––often with at least a loose awareness of who reported them and where to find that person during work hours. In this light, why would a store associate making barely over minimum wage risk their own safety to protect a retailer’s bottom line?

Why Would Store Associates Report Theft?

Retail is becoming a battleground. More than one in four retail workers have felt unsafe at work. The C-suite often takes for granted that employees will report retail crime without considering the day-to-day reality employees face if they do. Remember, only 1 in 48 crimes reported to law enforcement are actually prosecuted. This means that retail thieves who are often set loose are ready to traipse right back into the store a few hours or days after employees file a report. If store associates aren’t protected or compensated for flagging shoplifters, why would they incur the personal and professional risks of reporting any crime?

Incentivizing employees to report theft is a twofold proposition:

Employees deserve financial incentives for reporting crime. The U.S. Securities and Exchange Commission Whistleblower Program gives folks who report crimes between 10 percent to 30 percent of the money collected in enforcement actions exceeding $1 million. Even the notoriously stringent IRS gives whistleblowers around 1 percent of what the organization makes from their reports.
Are employees who report ORC protected at work? Retailers who respond that employees who file reports on the “loss prevention’s phone number” don’t seem to grasp the risk employees are taking to file such a report. The reality is that employees who report ORC or other theft may require flexible work hours, nearby security detail, or other accommodations to feel safe after filing a report. Without corporate support, store associates who risk their personal safety by reporting ORC may need to find another job altogether to mitigate risks to their personal safety.

It’s essential to build a rapport of trust and open communication with store associates. When contingencies are in place to protect their fiscal and physical well-being after reports are filed, employees may willingly incur the personal risk of doing so.

De-Silo Loss Prevention Teams

Store surveillance is expensive. It’s also necessary, as 75 percent of theft incidents occur in stores without adequate surveillance. While store closures have led to an excess of skilled loss prevention professionals, loss prevention teams don’t always want to wait for law enforcement to respond to their reports.

Loss Prevention Magazine says that relationships between retail loss prevention teams and law enforcement are improving, although both parties are also increasingly understaffed. As such, law enforcement may deprioritize retail crime, despite lawmakers’ push for more stringent legislation. The reality is that if officers are understaffed, response priority will be given to violent crimes.

By hosting outreach events to acquaint and familiarize retail loss prevention teams with local law enforcement, retailers can build critical relationships to potentially expedite police response when ORC occurs. Getting involved with local Organized Retail Crime Alliances can also help retail loss prevention teams create effective strategies for action.

Civic Breakdowns

Retail theft is no longer just about a few missing items off a shelf—it’s become a symptom of broader economic, legislative, and societal breakdowns. Amidst ineffective prosecution, increased violence, and lack of job security, store associates are being asked to risk their safety for a paycheck that may barely cover their rent. If we want real solutions, retailers need to stop operating as though store associates are sacrificial watchdogs and start treating them like partners—with compensation, protection, and a seat at the table. Otherwise, the gap between policy and reality will only widen, and no PR spin or anti-theft tech will stop what’s coming.

Can Victoria’s Secret Win Over Gen Z?

Jasmine Glasheen — Wed, 09 Apr 2025 04:01:00 +0000

That was fast. The wings are back. Models tromped down the catwalk of the Victoria’s Secret fashion show for the first time last year after a six-year hiatus. The company, like many legacy retailers, has struggled to find its niche with next-generation consumers. Sure, a few millennials are still snatching up the PINK label sweatpants they wore in college and risqué VS lingerie, but Gen Z? Not so much. But Victoria Secret’s transformation may just be working.

Models of all shapes and sizes wore sparkling ensembles mixed with sleek black activewear and various structural iterations of the iconic VS angel wings. The show was undeniably beautiful and undeniably diverse, entering Victoria’s Secret into the fashion lexicon of a new and highly discerning generation of lingerie shoppers.

Identity Crisis

Recent moves towards gender inclusivity, body positivity, comfort and sustainability may soon have the highly discerning Gen Z demographic whistling a different tune. Creating viral moments on social media is key for Victoria’s Secret on its path to tap into the next-generation purchasing zeitgeist. And they’re ostensibly succeeding. With 52.6 million TikTok videos on “walking into Victoria’s Secret in 2025” alone, next gens are warming up to the old stalwart in a way that must have former Limited Too executives bristling with envy.

We’re no stranger to phoenix rebirth legacy retailers, but many argue that Victoria’s Secret’s brand image is beyond salvageable. However, since she left Savage X Fenty to take over the reins of Victoria’s Secret CEO in 2024, Hillary Super successfully changed the way the world looks at the once-dated behemoth.

Let’s look at how Super helped Victoria’s Secret evolve from an old-school brand peddling poking bras, soft porn and toxic beauty standards to one that next gens is warming up to in a big way.

Nobody’s Cool with Chafing

Victoria’s Secret caught onto something that many legacy retailers didn’t realize until it was too late: “Suffering pain for beauty” simply isn’t part of the next gen purchasing paradigm. The world is on fire and they want to be comfortable. Of course, nobody is comfortable when their bodies are stuffed into panties that are ten sizes too small. Victoria’s Secret took the first strides towards shifting priorities in 2019 by expanding the size range of their swimwear collection, then expanding this size inclusivity to include lingerie and apparel.

But holy polyester, they still had some work to do. In 2022, Victoria’s Secret launched the Love Cloud Collection focused on “all-day comfort with minimal frills.” While these were fantastic steps in the right direction, Victoria’s Secret still had an image problem. The brand had become significantly more inclusive, but most next gens weren’t aware of that fact.

Catching Up to Customers

By 2023, the brand took perhaps its most significant (and public) stride towards repairing its former image before Super’s arrival: They launched VS and Pink Adaptive. To create the line, they partnered with Gamut, a consulting and talent firm working “exclusively with and for people with disabilities.”

And, when Victoria’s Secret brought back the VSX activewear line in 2024, they knew better than to keep calling it “VSX Sexy Sport” like they did in 2011. Instead, they highlighted “bold, cutting-edge styles to wear day and night.”

Through the Gamut partnership, Victoria’s Secret worked with and, key point here, listened to women with disabilities, incorporating their feedback to create a line that truly broke the mold. VS and Pink Adaptive bras and panties have magnetic closures, sensory friendly fabric, and additional modifications that enhance their ease of use for people with limited mobility or other challenges. With differently abled models as faces of its adaptive marketing campaign, Victoria’s Secret began the critical brand image shift. However, they still needed significantly more positive consumer sentiment to fully win over next gen consumers.

Flaunt the Runway

A month after Hillary Super’s appointment,, it was time for the big relaunch of the Victoria’s Secret fashion show in New York City. This time around, there were two important additions to the star-studded show, which featured Tyra Banks and both Hadid sisters. Valentina Sampaio and Alex Consani became the first openly transgender models in history to tromp their way down the Victoria’s Secret catwalk. And this casting decision helped Victoria’s Secret shift consumer sentiment from seeing the brand as an anachronism to viewing it as a true pioneer.

Diversity Without Alienating Glamour Shoppers

Before the Victoria’s Secret Fashion Show’s relaunch in 2024, there was much speculation about how the brand would create an inclusive runway show with the same elevated “angel” glamour on which the brand was built. The show felt like a sink-or-swim event for the brand, as critiques around the lack of diversity and size inclusivity of prior shows still echoed from the rafters.

The show’s inclusivity was paramount in marketing efforts, and it was live-streamed on all the brand’s social channels including Instagram, YouTube, and TikTok. It kicked off with an iconic all-woman musical lineup, featuring the pop legend Cher and Gen Z musical phenomenon Tyla. Models of all shapes and sizes wore sparkling ensembles mixed with sleek black activewear and various structural iterations of the iconic VS angel wings. The show was undeniably beautiful and undeniably diverse, entering Victoria’s Secret into the fashion lexicon of a new and highly discerning generation of lingerie shoppers.

How Did They Do It?

Victoria’s Secret needed more than a rebrand to remain relevant––the times called for a cultural recalibration. And, where many brands of the early aughts have fallen short, Victoria’s Secret stepped up to the plate with sizing inclusivity, a diverse cast of brand consultants and models, and viral marketing moments that shook social media to its core. The brand did what was once thought to be impossible, it remained true to its core ethos of sexiness and glamour, while simultaneously stepping up the comfort and inclusivity factors enough that next gens finally like what they see. Make no mistake, all of those follows, shares, and that 5 percent fourth-quarter sales increase were hard won and well deserved by the iconic legacy retailer.