Category:

Retail

Designing for Wonder: Eric Cruz on Storytelling, Immersion & The Future of Experiential Design

by Michael Ratcliffe 9 June 2025

Introduction

What does it mean to design for wonder in an age where reality itself is being reinvented?

In this Seamless interview, I sit down with Eric Cruz – Creative Director, Designer, & Educator | Sphere, ex-Amazon/AKQA/Wieden+Kennedy – to explore his unique 25+ year journey across brand storytelling, experiential design, and emerging technologies. From Tokyo’s cultural incubators and Shanghai’s AR commerce labs, to Comic-Con virtual worlds and generative AI-powered creativity, Cruz shares how immersive storytelling continues to evolve and why human curiosity remains the ultimate driver.

🎥 Watch the full video interview below! Don’t have time to watch the full video? Scroll down for a summary of key takeaways and noteworthy quotes.

Key Takeaways

🎭 A Hybrid Designer Rooted in Storytelling and Culture Creation

Eric describes himself as a hybrid designer and storyteller whose career has spanned multiple disciplines over 25 years, from motion design at Imaginary Forces to cultural advertising at Wieden+Kennedy Tokyo and London, working with brands like Nike to help shape youth culture from within.

🎶 Building Culture from the Inside Out

While at Wieden+Kennedy Tokyo, Eric founded a music label (W+K Tokyo Lab) as a way to create culture directly rather than just advertise around it. This enabled cross-pollination between brand work and independent cultural projects like music videos, album packaging, and live performances.

📱 Experimenting with Early Interactive and Mobile-first Experiences

In Asia, Eric led projects blending creativity and new technology, such as co-creating dynamic music videos for Samsung where each user experience was unique, and developing AR-powered retail experiences where consumers could shop using mobile devices and alternative currencies like sweat coins.

🌐 Immersion as World-Building

For Eric, immersion means building worlds that confound, captivate, and elevate reality. Whether it’s LED-covered retail environments like Nike Shanghai 001, fully virtual escape rooms for Warner Bros, or real-world installations like Krista Kim’s Times Square takeover, the goal should always be to architect new, transformative environments.

🤖 AI as a New Creative Partner

Eric has actively explored how large language models and generative AI platforms like Runway are reshaping the act of storytelling itself, offering new ways to prompt and generate experiences that would have been impossible only a few years ago.

**🧠 “Walk in Stupid” – The Importance of Humility and Curiosity**

Eric’s guiding philosophy is to constantly approach new creative challenges with humility, bringing expertise but leaving room for new ideas to reshape your thinking, especially as technology redefines creative rules.

✨ Designing to Create Wonder and Emotional Connection

At every scale – from intimate to massive – the ultimate goal is to move people emotionally through moments of wonder. Whether inspired by nature (the Northern Lights, cherry blossom season) or art (Olafur Eliasson’s ‘Weather Project’ and ‘Anyma‘ at The Sphere), memorable experiences are those that surprise and transform.

⚡ The Challenge of Breaking Through in an Overstimulated World

With increasing sensory overload, Eric emphasises that unforgettable experiences are often those that the audience didn’t see coming; those capable of stopping people in their tracks and making them feel something lasting.

🔀 The Rapid Convergence of Physical and Digital Realities

The evolution of immersive design is accelerating quickly, collapsing timelines where developments that once took decades now occur within years or even months. Eric believes physical and digital spaces will become increasingly inseparable, with virtual layers embedded into lived environments.

🌍 Anthropology as a Creative Lens

Eric draws inspiration from his early interest in anthropology and culture, seeing creative work as both the study of civilization and the act of contributing to culture itself.

💡 The Rise of Experiences as a Business Model

Referencing groups like teamLab and experiences like ‘Sleep No More’ and ‘Ultraviolet‘ in Shanghai, Eric observes how immersive design is becoming not just creative work but a self-sustaining business model, in which people pay to engage with experiences, not simply consume designed products.

🎙️ Generative AI’s Next Frontier: Speech, Sound, and Visual Fusion

Citing recent experiments like Google Vo3, Eric points to emerging creative intersections where AI-generated speech, sound effects, and visuals synchronise to generate entirely new kinds of dynamic, responsive films and experiences.

🚀 A Future Driven by Curiosity and Reinvention

Above all, Eric emphasises human curiosity – our innate drive to explore new frontiers – as the unchanging fuel behind immersive storytelling. As creative tools evolve, the challenge is not just using new technology but defining what meaningful stories we want to tell with it.

Noteworthy Quotes

Designing for all means designing to create moments of wonder – moments that elevate reality and stay with you.

We’re living in a time where even reality itself is being reinvented. The virtual and physical are converging faster than we realize.

Innovation means being comfortable building the plane as you fly it.

AI will make it easier to create, but harder to be compelling. That’s the creative challenge ahead.

The real fuel behind immersive experiences? Human curiosity. It’s what drives us to explore the new.

Closing Thoughts

During our discussion, Eric Cruz reminds us that as technology unlocks new canvases, the essence of great storytelling remains timeless: creating emotional connections, sparking curiosity, and inviting audiences to step into the unknown. In a world accelerating toward ever more immersive futures, Cruz offers both inspiration and a steady creative compass for anyone navigating the intersection of design, technology, and human experience.

A huge thank you to Eric for his time! Want to know more? Reach out to Eric here.

Eric will also be a keynote speaker at our upcoming PI Apparel West Coast event, taking place in LA between 29th & 30th September. Want to know more about the event? Click on the banner below!

9 June 2025 0 comments

People & Leadership Retail Sustainability

Beyond Clean Kicks: What It Takes to Build Circular Fashion That Works

by Michael Ratcliffe 5 June 2025

written by Michael Ratcliffe

Introduction

In the heart of Rotterdam, Lorenzo van Galen isn’t just cleaning up sneakers – he’s cleaning up fashion. What began as a side hustle with a social twist, has grown into a multi-pronged circular ecosystem aimed at tackling one of the industry’s toughest challenges: how to make sustainability scalable, profitable, and human.

At the centre of this effort is WEAR, a recommerce platform selling refurbished sneakers; RE the Agency, helping brands rethink the lifecycle of their products; and Reflawn, a media arm spotlighting innovation in sustainable footwear. Together, they form a blueprint for what fashion’s circular future might look like – if the infrastructure can catch up.

From Apple to Soles with Purpose

Lorenzo’s journey into circular entrepreneurship didn’t begin with sneakers, but with spreadsheets. After studying Media and Entertainment Management, Lorenzo landed a role at Apple during what he describes as the brand’s “heydays.” But merchandising and account management didn’t fulfill him. So, in 2014, he struck out on his own as a freelance photographer, eventually growing his work into a broader marketing and creative consultancy.

It was through this path that he met his future business partner, Pim Roggeveen. The duo began collaborating on purpose-driven campaigns like the Netherlands’ Social Impact Days, realising they shared a desire to channel their skills into something more lasting.

We were adding value, but it wasn’t being sustained. We wanted to build something of our own – something fun but impactful.

The Spark Behind WEAR

That something became WEAR: a sneaker cleaning concept born in 2020 out of equal parts love for footwear and frustration. After trying (unsuccessfully) to get their own sneakers cleaned at a top sneaker store in Rotterdam, Lorenzo and Pim saw an opening. “One plus one is two,” he recalls.

WEAR started with a simple model: clean and restore sneakers while providing jobs to people distanced from the labour force. The concept evolved rapidly. By early 2021, they were running a pop-up shop in central Rotterdam, leasing a space for just €100 a month thanks to pandemic vacancies. Four days a week, they cleaned shoes while gathering invaluable customer feedback. And that feedback, combined with a fortuitous discovery, would shape the company’s next phase.

Refurbish, Resell, Repeat

While visiting a textile-sorting facility that processes second-hand donations, Lorenzo stumbled upon piles of discarded sneakers.

We were already cleaning shoes. Why not buy them in bulk, refurbish them, and resell them?

That idea catalysed a pivot from service-based cleaning to recommerce. In 2022, and with a €100,000 subsidy from the City of Rotterdam, WEAR opened a flagship store in the city’s busiest shopping district. Positioned beneath a major department store, it offered consumers the choice to buy refurbished sneakers, overstock pairs, or have their own cleaned.

While revenue was strong, the business model proved difficult to sustain. Operating seven days a week in a high-footfall, high-rent retail space took a toll. By 2023, Lorenzo made the call to shift to an online model, which processed over 20,000 kilograms of sneakers in a single year. But second-hand sourcing costs were rising, and the team faced a hard truth: margins were tightening.

Recommerce, Reimagined

That pressure prompted another pivot – this time toward a model Lorenzo believes is the future: enabling brands to manage their own recommerce. In this setup, WEAR doesn’t just sell refurbished sneakers; it helps brands refurbish and resell under their own banners, backed by storytelling and customer insight.

We always wanted to work with brands like Nike and adidas. We did some storytelling activations at Nike’s European HQ, but never cracked the product resale side. Nike ended their refurbish program in 2023, and adidas never truly launched one.

Now, WEAR is developing a new webshop offering curated drops in collaboration with select brands. These will pair refurbished products with compelling narratives, data-backed targeting, and competitive pricing – a more attractive package for brand partners.

More Than a Store: An Ecosystem

WEAR is only one piece of a growing puzzle. Lorenzo and his team have launched two sister initiatives:

Reflawn is a media and affiliate platform spotlighting innovation in sustainable footwear. Built with Sneakerjagers and The Drop Date, it acts as a search engine and editorial hub for forward-thinking design, reaching new audiences through curated content and campaigns.
RE the Agency helps brands architect circularity. From developing rental and repair models to handling logistics and storytelling, the agency brings together creative and operational expertise. Clients range from early-stage start-ups to global players like Decathlon, which recently set a target of €1 billion in circular revenue.

What ties them together? Infrastructure.

We realised the problem wasn’t just supply or demand. It was systems. Brands want to offer refurbished products, but they need help with everything from logistics to marketing.

Bringing People In: The Community Element

Through events like Bring it Back, Lorenzo is also helping build a culture around circularity. Powered by the Rotterdam municipality, the event series creates space for discussion, learning, and experimentation. One recent workshop invited participants to deconstruct old sneakers and turn them into artwork – making the environmental message tangible and personal.

These events aren’t just about sneakers, they’re about rethinking value, labour, and ownership.

Europe’s Untapped Potential

Lorenzo believes Europe has yet to unlock the full potential of recommerce, citing regulatory and logistical fragmentation as key barriers.

In the U.S., you have a single language, legal system, and market of 300 million people. In Europe, you have 27 countries with different rules and languages. It’s much harder to scale.

Companies like Trove are already proving that recommerce doesn’t cannibalise new sales – in fact, 80–90% of second-hand customers are new to the brand. Lorenzo is confident the model can work in Europe, too, but it needs support.

The Hidden Challenges: Tax and Labour

One of the most frustrating obstacles, Lorenzo argues, is taxation. In the Netherlands, second-hand goods are taxed at the same 21% VAT rate as new ones – and refurbished items are often taxed multiple times.

It’s the same sneaker, being taxed again and again. Meanwhile, we’re creating jobs and reducing waste. That should be rewarded, not penalized.

Labour is another issue. “Circularity needs hands,” Lorenzo says plainly. But labour in Europe is expensive, and without financial instruments or incentives, many circular businesses struggle to stay afloat.

The Starting Point: Design

When asked what advice he has for brands, Lorenzo doesn’t hesitate: “Circularity starts with design.“

Most products are created for a single use. Rethinking design – whether through modular construction, better materials, or take-back potential – is key to enabling circular models down the line. He also urges brands to view recommerce as a viable entry point for new customers, not a threat to new sales.

We’re not talking about theory here. We’ve seen it. We’ve built it. It works.

Final Word: Turning Grit into Systems Change

Lorenzo’s story isn’t one of flashy disruption or overnight success. It’s a story of small steps, pivots, experiments, and grit – exactly what circularity demands.

From cleaning sneakers in a pop-up to helping global brands reshape their resale infrastructure, his work offers a glimpse of what’s possible when sustainability is built into the business model, not just tacked on.

Impact and entrepreneurship aren’t opposites. They just take work to balance. But if we get the systems right – logistics, design, tax, labour – we can absolutely make it work.

Every system we rely on was once built from scratch. If fashion is to be truly circular, it won’t come from slogans or gimmicks, but from people like Lorenzo, building it one sneaker, one story, and one system at a time.

5 June 2025 0 comments

AI Retail Supply Chain

Part 3: The Top 6 Themes Informing a New Era of SELL in Asia

by Michael Ratcliffe 22 May 2025

written by Michael Ratcliffe

Introduction

Asia’s retail game is being rewritten – not by companies, but by their consumers. It’s not just about how products are sold, but how relationships are built, data is leveraged, and experiences are delivered. From AI-powered personalisation and resale innovation to post-purchase loyalty and the reinvention of physical stores, the lines between tech, culture, and commerce are blurring fast.

Based on interviews conducted by Alexandra Shagzhina for PI Apparel’s DESIGN.MAKE.SELL 2025 event, we’ve identified six core themes driving this change across SELL (aka Retail) – straight from the mouths of those shaping the industry across Asia.

Catch-up: Part 1 – DESIGN / Part 2 – MAKE.

👇 With that said, here, in the final part of this series, let’s dive into ‘The Top 6 Themes Informing a New Era of SELL in Asia’, according to YOU, the industry…

🤖 AI Is Reshaping Merchandising, But People Still Set the Pulse

AI is increasingly trusted to power demand forecasting, assortment planning, and stock allocation. In Asia, where consumer preferences shift rapidly and cultural nuance matters, leading retailers are finding success through augmented decision-making, not full automation. The best results come from blending predictive models with deep human insight. How can brands strike the right balance between data-driven decisions and culturally aware intuition?

🎯Personalisation at Scale Could Balance Customer Delight & Profitability

From AI-generated styling to real-time product recommendations, personalisation is becoming the backbone of modern retail. But tailoring the experience is only half the equation; retailers in APAC and beyond must also protect margins in an inflation-conscious climate. How do you scale personalisation in ways that excite customers AND protect profitability?

💖 Post-Purchase Is the New Battleground for Loyalty

Returns, exchanges, and delivery transparency…these once-overlooked experiences are now pivotal in customer retention. In Asia, where e-commerce is booming, brands are investing in smarter returns processes, better size matching, and loyalty touchpoints after checkout. How can you leverage the post-purchase experience to be a competitive advantage rather than a pain point?

♻️ Circularity and Resale Are Going Mainstream

From luxury resale to take-back programmes, circular models are moving out of the margins and into the mainstream. Asian retailers are exploring new revenue streams through authenticated resale, refurbished products, and smarter reverse logistics. But operational complexities remain. How can brands turn resale and reverse logistics into real revenue opportunities?

💪 China’s Retail Evolution Signals a Regional Shift in Power

China’s retail landscape is setting the benchmark for digital innovation, brand agility, and consumer loyalty. Homegrown brands are thriving, not just by tapping into cultural pride but by mastering hyper-personalised, platform-native experiences. As retail power centres shift eastward, how can brands stay competitive in a market increasingly led by local innovation? What lessons can other Asian markets draw from China’s success?

👗 Experience is the New ROI for Physical Retail

In-store retail is no longer just transactional, it must be experiential. Leading brands in Asia are integrating RFID, virtual mirrors, mobile POS, and even livestreaming within stores. But technology must amplify, and not overshadow, the human touch. How can the store experience evolve to become a destination rather than just a distribution point?

🔗 Ready to explore these themes in person?

DESIGN.MAKE.SELL 2025 lands in Hong Kong this 11–12 November. The agenda is live, the first speakers are locked in, and the conversations promise to be bold. Join fashion leaders from across Asia to explore the future of design, manufacturing, and retail. For more information, click the image below!

22 May 2025 0 comments

People & Leadership Retail Technology

Exploring the Future of Retail Transformation: Insights from Cornell’s ‘Kay Obendorf Lecture’

by Michael Ratcliffe 25 April 2025

written by Michael Ratcliffe

Introduction

While the challenges of digital transformation in retail are not new, hearing succinct insights from an industry expert offers valuable third-party validation and a renewed sense of urgency for brands navigating this evolving landscape.

Yesterday, attendees at Cornell University and online participants (like me) were treated to a thought-provoking Kay Obendorf Lecture, hosted by José P. Chan. The prestigious lecture series, which highlights key topics in retail, business and technology, continues Obendorf’s legacy of advancing the education and understanding of the retail industry.

With over two decades of experience in the fashion tech industry, José P. Chan has witnessed first-hand how new technologies are transforming traditional retail models. His expertise lies in creating sustainable digital transformations and leading strategic shifts in the complex world of global fashion retail. In his lecture, José shared valuable insights into how digital technologies are reshaping the future of retail.

Key Takeaways

1️⃣ The Purchase Journey is Not Seamless – Yet

One of the key challenges discussed was the fragmented nature of the modern-day purchasing journey. Despite the advancements in omnichannel retail, José highlighted that the consumer journey is still nonlinear and disjointed, making it difficult for brands to provide seamless customer experiences across all touchpoints. He emphasised that brands need to embrace technology not just to engage customers but to truly integrate their purchasing processes to meet new consumer expectations.

The consumer is moving seamlessly across channels, but the journey for retailers isn’t always as fluid.

2️⃣ Good Data is Key

José discussed how foundational data management is to successful digital transformation. He highlighted the challenges brands face around data hygiene, unification, and privacy when trying to extract insights for customer decision-making. Emphasising the importance of data-driven cultures, he urged companies to focus on improving their data strategies to drive efficiency and personalisation within retail operations.

Data is not just an asset; it’s the foundation of any successful digital transformation, but it needs to be clean, unified, and used responsibly.

3️⃣ The AI Retail Transformation

Focusing on the growing adoption of AI, José shared a striking statistic from the Wharton School of Business (2024): the weekly usage of generative AI in large organisations nearly doubled from 37% in 2023 to 72% in 2024. This shift signals the increasing role of AI in predictive analytics, personalisation, and supply chain optimisation in retail. Brands are leveraging AI tools not just for automation, but to enable data-driven decision-making that enhances the customer experience and improves operational efficiency.

AI isn’t just a tool for automation; it’s a catalyst for deeper insights, smarter decisions, and better customer experiences.

4️⃣ The Role of People, Process, and Technology

José emphasised that brands can overcome transformation barriers by focusing on the right balance between technology adoption and organisational culture. From his experience, the biggest roadblocks for many organisations are not technological but rooted in people and process.

José acknowledged that there’s often a tendency to focus too much on technology and assume it will automatically fix operational inefficiencies. However, he pointed out that successful digital transformations require organisations to confront internal resistance and establish a culture that embraces change. In practice, this means: prioritising employee engagement; addressing skills gaps; and creating a growth mindset that allows the workforce to evolve alongside technological advancements. Ultimately, people must be empowered and equipped with the right skills to make technology work for them, rather than against them.

A successful digital transformation isn’t just about the tools you adopt – it’s about how you integrate technology into the fabric of your business through the right people and processes.

5️⃣ COVID-19’s Lasting Impact on Digital Transformation

Reflecting on the COVID-19 pandemic, José noted that it had accelerated digital adoption at a pace never seen before, particularly in retail. From shifting to remote work to expanding e-commerce capabilities, brands were forced to rapidly rethink their approaches. COVID-19 accelerated digital initiatives by 3 years, significantly shifting the retail landscape in a short period of time. While the pandemic acted as a catalyst for digitalisation, José emphasised the importance of sustainable digital strategies that go beyond just responding to a crisis.

Digital transformation was fast-tracked by the pandemic, but sustainability in these changes will define future success.

6️⃣ Leveraging Omnichannel Strategies for Future Growth: The Celine Case Study

Celine, a renowned luxury fashion house, has made significant strides in integrating digital strategies into its traditionally high-touch brand identity. The key takeaway? The importance of personalised customer experiences and consistency across channels. By creating a seamless journey between the physical and digital worlds, Celine has successfully expanded its digital presence while maintaining the intimacy and exclusivity expected from a luxury brand. This shows how even traditionally luxury brands can benefit from digital transformation by using technology to enrich rather than dilute their brand’s unique offerings.

Brands need to not just sell products; they need to create experiences that resonate with customers across every touchpoint.

7️⃣ The Importance of Flexibility in Retail Transformation

In closing, José shared some parting words: dream, persevere, execute. These simple yet powerful words summarised his overall message of how flexibility and commitment are critical to navigating the complexities of digital retail transformation. Brands must be adaptable in their approaches, staying agile and responsive to shifting market conditions and consumer behaviours.

Flexibility and commitment are key in retail transformation. You need to dream big, persevere, and execute. It’s about staying agile and responsive to change.

Final Thoughts:

With a special focus on AI, data integration, and people-centred transformation, José’ P Chan’s insights highlighted both the ongoing challenges and emerging opportunities retailers face in today’s rapidly evolving consumer landscape. For those navigating this journey, his call to ‘dream big, persevere, and execute‘ serves as both a reminder and a roadmap for driving forward-thinking digital change.

How are you embracing these principles in your own digital transformation journey?

⚔️ Retail Rebels 2025: A New Kind of Retail Event

Forget the noise of crowded trade shows and one-way presentations…Retail Rebels is an intimate PI Apparel event designed for retail leaders ready to break free from the conventional and tackle the biggest challenges in the consumer journey head-on.

Join us, this October in NYC, as we deep dive into the four pillars of retail transformation:

Engage with Purpose: Craft authentic, targeted messaging that cuts through the noise and truly resonates with today’s digital-first consumer.
Craft Memorable Experiences: Create unforgettable, interactive brand experiences that build trust, captivate customers, and drive conversions.
Convert Effortlessly: Explore cutting-edge strategies for omnichannel integration, dynamic pricing, and seamless checkout experiences that turn browsers into loyal buyers.
Build Loyalty That Lasts: Go beyond the transaction to foster loyalty and forge long-term relationships.

Retail Rebels breaks the mold of typical retail events; it’s not about the quantity, but the quality of connections and meaningful conversations. Get ready for interactive sessions, hands-on discussions, and a dynamic networking experience, one that’s focused on real solutions and lasting change.

Ready to lead the way? Join the rebellion.

25 April 2025 0 comments

Culture Retail

Inside Kingpins Amsterdam: What Denim’s Macro & Micro Trends Reveal About the Future of Retail

by Michael Ratcliffe 17 April 2025

written by Michael Ratcliffe

Introduction

Yesterday, I dropped by Kingpins Amsterdam, my first time at a denim-specific show. Historically, denim hasn’t been a major focus for me or for our PI Apparel events, largely because it’s one of the trickiest materials to digitise, and digital is the world we’ve traditionally operated in. But I was curious, and Kingpins, set inside the beautifully gritty Sugar Factory – a former production plant turned event space – offered the perfect setting to get a taste of this side of the industry.

The first thing I noticed? The crowd was cool. And I mean seriously cool. Think Mod looks, fearless layering, head-to-toe upcycled denim, bold beards, and larey hairstyles. There was a lot of vintage, a lot of creativity, and a lot of confidence. I, meanwhile, had somehow turned up in double corduroy – yes, I forgot to wear denim to a denim show. Rookie move.

Anyways, I digress – while the show is primarily a buzzy tradeshow, packed with supplier booths and fabric innovations, I was there for the conference programme designed to educate, inspire, and challenge how denim thinks about the future. For someone looking to better understand the space, it was an eye-opening crash course.

And I am dedicating this article, part 1 of a 2-part feature, solely to the kick off keynote talk hosted by Ana Paula Alves, Founder of Be Disobedient, a respected consultancy and trend forecasting company. Ana’s macro and micro trend presentation was rooted in denim but delivered insights far beyond it. Because while these shifts may be illustrated through jeans, they’re really about culture, and every brand, no matter the category, has something to learn.

Here’s what she had to say…

From Macro Shifts to Micro Realities

Ana kicked things off by framing two major macro shifts (the Ageless and the Borderless) that are reshaping not just how we wear denim, but how we live, express ourselves, and connect with the world around us. These aren’t seasonal fads, but deeper cultural undercurrents that challenge traditional views of age, space, and identity. Under each of the macro themes, Ana went on to identify three emerging micro trends that spotlight new, underserved consumer groups; audiences that many brands are still overlooking, but who represent fresh opportunity and influence.

In the “new world” of denim, Ana challenges brands to move beyond talking about the “new normal” and instead start shaping the “new extraordinary.” And that begins with a radical rethink of who the consumer is and how we engage them.

Macro Theme #1: The Ageless – Designing for a Generation-Free Future

Today’s consumers are rejecting linear life stages and outdated labels, and they don’t want to be boxed in by generational stereotypes. Instead, they’re adopting a transgenerational attitude, buying and dressing for how they feel, not how old they are. It’s not about when you were born; it’s about how you want to live now.

In this context, fashion must evolve from being age-coded to being age-fluid. Business models still rely heavily on rigid age demographics, yet this approach is increasingly at odds with how people see themselves. By continuing to operate within traditional age-based frameworks, brands risk alienating a dynamic and valuable audience that spans multiple generations.

4 Emerging Personas:

💄 Sephora Tweens: Pre-teens engaging with beauty and identity earlier than past generations.
🌀 Zeos: Gen Z/Alpha hybrids blending youth culture with grown-up purchasing power.
👶👵Club Sandwich: Multigenerational caretakers balancing careers, kids, and elderly parents
🔥Senior Activists: Post-career consumers reinventing themselves with purpose, energy, and influence.

While the labels are playful, the implications are serious. This is a growing audience with spending power, cultural influence, and a desire for reinvention over retirement.

Micro Trends

Within this Ageless macro trend, three micro shifts in consumer behavior also stand out:

🕰️Vintagers: Consumers revisiting and revaluing the past, reworking vintage styles through a modern lens.
🗝️Collectors: Shoppers treating their wardrobes like curated museums, placing personal and emotional value on garments with unique narratives.
✨Fantasizers: Style seekers blurring reality with fairytale, nostalgia, and elevated escapism, using fashion as a tool for imaginative storytelling.

Together, these micro trends reflect a deeper desire for personal expression, emotional resonance, and freedom from convention.

🔍 Case Studies Highlighting the Shift

Zomer (Paris) – Their “It’s Just Kids” campaign reimagines children as style icons in childlike settings mirrored by their older doppelgängers. It’s a bold transgenerational statement that blurs identity and time.
Tamburins (Seoul) – Redefined public displays of affection among the elderly in-store, reframing the narrative of aging to celebrate intimacy and visibility rather than invisibility.

🧠 Key Takeaways

👉 The ageless consumer is a new user with distinct desires, values, and aspirations.
👉 Brands must become amalgamators, blending generations, styles, and stories.
👉 Casting and hiring practices must reflect this shift.
👉 Successful business models are age-inclusive by design, not by accident.

So the question becomes: how do brands design product, marketing, and brand stories for people who live longer, refuse outdated labels, and continuously reinvent themselves?

Macro Theme #2: The Borderless – Designing for a Hybrid, Permeable Future

If the “Ageless” are breaking down stereotypes, the Borderless are all about rethinking space entirely, both physical and conceptual. Today’s consumers don’t live strictly online or offline, but exist in a third space that fuses digital and physical, personal and public, transactional and experiential. This hybrid mindset demands a new approach to brand spaces, storytelling, and value creation.

Ana described this audience as being driven by porosity, mixed-use environments, and domestic-city blending. For them, homes become offices, stores become galleries, and brands must move beyond traditional retail formats to serve as cultural and emotional anchors.

The Borderless consumer isn’t bound by old frameworks of work, family, space, or commerce. They want immersive, flexible, and meaningful experiences that mirror how they actually live.

4 Emerging Personas:

👶 Traditional Wives: Women embracing homemaking while remote-working men take on domestic roles, flipping old gender norms.
🏠 Home Swappers: Travelers trading homes for immersive, community-driven, hyperlocal experiences.
🐶 DINKWADs: Dual-income couples without kids, but with dogs, seeking premium products for their pets-as-family.
👩‍👦 One-Parent Families: Solo parents reshaping demand for inclusive, practical, and dignified lifestyle solutions.

These personas highlight a growing shift from functional spaces to emotional ones, where brands must meet the evolving lifestyles of a multi-dimensional audience.

Micro Trends

Under this Borderless macro theme, three micro trends reveal how this mindset is taking shape:

🧬 Morphshifters: Designers and wearers are reimagining how clothing interacts with the body, blurring lines between structure, form and silhouette
🧵 Mistakers: Consumers finding beauty in the imperfect, celebrating flaws, raw finishes, and rejected aesthetics as unique expressions of luxury.
🛋️ Outhomies: Born out of COVID, this group has erased the divide between loungewear and public fashion. Comfort and self-expression are no longer mutually exclusive.

Together, these micro trends reflect a desire for fluidity, reinterpretation, and disruption, challenging brands to create spaces, systems, and styles that reflect this third-way living.

🔍 Case Studies Highlighting the Shift

JACQUEMUS (Paris) – “The Office”, a reimagined Parisian workspace that fuses gallery, kitchen, office, and home, blurring lifestyle and labour to offer a new standard for experiential space.
Coach Airways (Malaysia) – A scenographic retail pop-up inside a vintage Boeing. By transforming shopping into storytelling, Coach created an immersive environment that blurred travel nostalgia with fashion-forward retail.

🧠 Key Takeaways

👉 The borderless consumer craves hybrid integration; they want meaning across physical and digital touchpoints.
👉 Brands must embrace porosity, breaking down silos between services, identities, and space.
👉 Retail environments should become third places, cultural hubs that blend community, commerce, and creativity.
👉 Experience design isn’t a luxury…it’s the new baseline for relevance.

So the question becomes: are your retail and brand experiences evolving to reflect how today’s consumers live, connect, and imagine space beyond the binary?

Conclusion

A huge thank you to Ana Paula Alves for a thought-provoking session that looked far beyond the seams of denim (see what I did there?). No, but on a serious note, Ana’s insights remind us that fashion isn’t just about fabric…it’s about people, possibility, and reimagining the rules. If this is the future of retail, it’s one worth getting excited about.

Which of these shifts feels most relevant to your world and how is your brand adapting? Let me know in the comments 👇

17 April 2025 2 comments

AI Retail Technology

Part 3: Mastering Inventory – From Replenishment to Deadstock Reduction

by Michael Ratcliffe 19 March 2025

written by Michael Ratcliffe

Introduction

In this three-part series, “Revolutionizing Retail: The AI Playbook for Maximizing Profitability,” we explore how AI is transforming retail – from demand forecasting and pricing strategies to supply chain optimization and customer experience.

The insights shared in these articles have been developed based on in-depth conversations with the team at Centric Software, whose expertise in AI-powered retail solutions has provided valuable perspectives on how brands can drive profitability in an increasingly digital landscape.

Missed the first two entries of this series? Catch up now: Part 1 and Part 2

Today, in the third and final instalment of this series, we explore ‘Mastering Inventory: From Replenishment to Deadstock Reduction’.

For retailers, inventory is both an opportunity and a challenge; too much stock leads to waste and markdowns, while too little can mean missed sales, frustrated customers and decreased loyalty. Striking the right balance is critical, but achieving it has never been easy – until now. With artificial intelligence (AI), retailers are transforming inventory management from a guessing game into a strategic advantage.

The Inventory Conundrum

Traditional inventory management relied on historical data and gut instinct, often leading to costly missteps. AI changes the game by analysing real-time sales data, market trends and customer behaviour to make precise, actionable recommendations. From replenishment to sell-through, AI equips retailers to make smarter decisions across the entire inventory lifecycle. More specifically:

🔹1. Intelligent Inventory Replenishment

Replenishing inventory is about more than just restocking shelves – it’s about ensuring the right products are in the right place at the right time. AI-driven inventory replenishment tools provide retailers with predictive insights to:

1️⃣ Optimize stock levels: Maintain ideal quantities to meet demand without overstocking.
2️⃣ Enhance allocation: Distribute inventory intelligently across stores and channels based on localized trends.

📊 From Insight to Impact: Trespass, the global outdoor brand, harnessed AI-enabled solutions for allocation and replenishment. The result?

🎯Better range planning, forecasting and inventory allocation
⏳Reclaiming 20% of their weekly reporting time and empowering faster assortment planning

🔗 Discover how Trespass is reducing markdowns and making range planning faster here.

🔹2. Deadstock Reduction and Sell-Through Optimization

Deadstock is a retailer’s worst nightmare – products that don’t sell drain resources and occupy valuable space. AI helps minimize this risk by:

1️⃣ Identifying slow movers: Detect products that are underperforming early and take corrective action.
2️⃣ Improving sell-through rates: Recommend targeted promotions or dynamic pricing to accelerate sales.

🔹3. Holistic Inventory Visibility

AI-powered platforms offer a unified view of inventory across channels, enabling retailers to:

1️⃣ Reduce silos: Seamlessly coordinate between e-commerce, brick-and-mortar, and warehouse operations.
2️⃣ Enable real-time adjustments: React swiftly to changes in demand or supply chain disruptions.

The Sustainability Edge

Effective inventory management isn’t just about profitability – it’s also about sustainability. Reducing overproduction and deadstock directly contributes to minimizing environmental impact. AI empowers retailers to align their operations with sustainability goals, appealing to eco-conscious consumers while cutting costs.

The Path Forward

Inventory management is no longer a back-office function – it’s a critical driver of retail success. By leveraging AI, retailers can reduce waste, increase efficiency, and meet customer expectations like never before.

The question is: are your inventory decisions positioning you for profitability and sustainability, or are inefficiencies costing you the chance to lead the market?

From its headquarters in Silicon Valley, Centric Software® provides an innovative and AI-powered product concept-to-replenishment platform for retailers, brands and manufacturers of all sizes. As experts in fashion, luxury, footwear, outdoor, home and related goods like cosmetics & personal care as well as multi-category retail, Centric Software delivers best-of-breed solutions to plan, design, develop, source, buy, make, price, allocate, sell and replenish products. To learn more, contact Centric Software.

Want to meet the Centric team in person? You’re in luck – Centric are sponsoring our next 3 events! Click through on the banners below for more information.

19 March 2025 0 comments

AI Retail Technology

Part 2: Pricing for Profit – AI-Powered Strategies for Retailers

by Michael Ratcliffe 4 March 2025

written by Michael Ratcliffe

Introduction

Missed Part 1? Catch-up here.

Today, in Part 2 of our series, we focus on ‘Pricing for Profit: AI-Powered Strategies for Retailers’: in the hyper-competitive retail landscape, pricing isn’t just a numbers game – it’s a delicate balance between maximizing profitability and meeting customer expectations. With the power of artificial intelligence (AI), retailers now have the tools to master this balancing act, transforming pricing strategies from static and reactive to dynamic and proactive.

The New Era of Retail Pricing

Traditional pricing models relied heavily on static formulas or manual adjustments, often failing to account for market fluctuations or changing customer behaviours. AI flips the script by continuously analysing vast amounts of data to recommend optimal pricing strategies, empowering retailers to respond in real time to everything from competitor shifts to evolving consumer demand. More specifically:

🔹1. Dynamic Pricing: Staying Competitive Without the Guesswork

Dynamic pricing, powered by AI, enables retailers to adjust prices in real time based on market conditions, customer behavior, and competitor activity. This strategy ensures that products are always priced optimally to drive sales while protecting margins.

Key Benefits:

1️⃣ Competitive edge: AI tools monitor competitor pricing and market trends to suggest adjustments that keep you ahead.
2️⃣ Customer-centricity: Tailor prices to meet customer expectations, boosting loyalty and conversions.

📊 From Insight to Impact: Petit Bateau, the French childrenswear brand, harnessed AI-powered product monitoring and image matching for smarter, fairer pricing decisions. The result?

📈 Expanded pricing insights across more styles and categories
🎯 Enhanced accuracy with best-in-class AI technology

🔗 Discover how Petit Bateau is leveraging AI to refine pricing strategies and stay competitive here.

🔹2. Markdown Optimization – Minimizing Losses, Maximizing Value

Markdowns are inevitable in retail, but with AI, they don’t have to mean a hit to profitability. AI-powered tools analyze product performance, inventory levels, and seasonal demand to recommend the ideal timing and depth of discounts.

Key Benefits:

1️⃣ Smarter discounts: Avoid over-discounting products that could sell at higher margins with targeted markdowns.
2️⃣ Reduced waste: Sell through inventory more effectively, reducing deadstock and clearing space for new collections.

📊 From Insight to Impact: Austrian footwear giant Leder & Schuh Group optimized their pricing and markdown strategy across 9 countries and 12,000+ SKUs with AI-enabled pricing and inventory technology. The result?

⬇️ 2.5x reduction in price markdowns
💰1% margin improvement—equating to €3 million in savings

🔗 Discover how AI fuelled data-driven, automated pricing helped drive future growth at Leder & Schuh Group here.

🔹3. The Role of AI in Long-Term Pricing Strategy

AI isn’t just a tool for short-term pricing adjustments – it’s a game-changer for long-term strategy. By analyzing customer data, seasonal trends, and market performance, AI helps retailers:

1️⃣ Forecast demand: Predict price elasticity and sales trends to set smarter baseline prices.
2️⃣ Test and learn: Conduct pricing experiments to identify what resonates most with customers.

📊 From Insight to Impact: US-based apparel brand Everlane, renowned for its commitment to sustainability and an ‘item-based’ approach, turned to AI to refine its pricing strategy and category expansion. The result?

🛍️ Seamless access to historical market data across multiple categories
⏳One-click retrieval of out-of-season pricing and trend insights
🤖Data-driven decision-making for smarter product launches

🔗 Explore how Everlane uses AI to stay ahead of market trends. Read the full story here.

Balancing Profit and Customer Perception

While AI provides the tools for precision pricing, retailers must also consider the human element; customers notice and respond to price changes, so transparency and consistency are key to building trust. For example, pairing dynamic pricing with loyalty programs or exclusive offers can enhance the perceived value of your brand.

The Future of Pricing in Retail

With AI, pricing becomes more than just a business function – it’s a strategic lever for growth. Retailers who embrace AI-driven pricing are not only more agile but also better equipped to meet customer expectations and drive profitability.

The question is: in a world where every pricing decision impacts your bottom line, are you making the most of AI to outpace competitors and delight your customers?

Part 3 Coming Soon: Mastering Inventory – From Replenishment to Deadstock Reduction

Want to meet the Centric team in person? You’re in luck – Centric are sponsoring our next 4 events! Click through on the banners below for more information.

4 March 2025 0 comments

AI Event People & Leadership Retail Sustainability Technology

The Top 9 Themes Reshaping Fashion Merchandise Planning

by Michael Ratcliffe 27 February 2025

written by Michael Ratcliffe

As merchandise planning evolves in an increasingly complex retail landscape, brands, retailers, and industry leaders are navigating challenges around AI adoption, sustainability, agility, and the future of planning tools. With insights gathered from research calls and surveys for PI Apparel Merchandise Planning USA 2025 and PI Apparel Merchandise Planning Europe 2025, we’ve identified the key themes shaping the future of merchandise planning and decision-making.

These topics will take centre stage at both events—each with regional nuances in mind—bringing together industry experts to explore practical solutions, real-world case studies, and the latest innovations in planning, forecasting, and inventory management.

1. AI-Powered Decision-Making: Hype vs. Practicality

Artificial intelligence (AI) is at the forefront of merchandise planning innovation, yet companies struggle to move beyond theoretical discussions to real-world applications. AI promises improved forecasting, automation of manual tasks, and deeper consumer insights – but adoption remains fragmented due to high costs, data quality issues, and organizational resistance.