What I’m Loving in Retail Right Now
Aug 07, 2025
Lately I’ve been paying close attention to what’s happening in retail—on my feed, in the headlines, and in the small details brands are getting right.
Sometimes we get so caught up in what’s broken in our industry (and trust me, there’s plenty to talk about there) that we forget to look at what’s working. What’s evolving in a smart way. What’s actually resonating with customers.
This post is a roundup of the things I’m genuinely excited about right now—new launches, brand experiments, clever merchandising moves, and thoughtful design decisions that show me: yes, someone out there is still paying attention to the customer.
These are the things I’m watching closely—and learning from—and I think they’ll inspire you, too.
Cross-Branding Expansion That Has Me Curious:
1. Abercrombie Kids (where I started my career!) is delivering back-to-school merch at Macy’s.
Macy’s is struggling—and they’ve turned to a trending brand to source at wholesale. It’s a smart play to test expand their market to store locations they're thinking to invest in or looking for more wholesale opportunities. I’ll interested to see if it works.
2. IKEA USA is piloting a kitchen and storage planning service inside Best Buy stores.
The shop-in-shops feature 1,000 sq ft spaces built out with full kitchen and laundry room setups. This is a major move toward immersive retail—and I actually think it could work really well for both brands.
3. Martha Stewart is now officially a “cast iron ambassador.”
She’s partnering with Kohler to help people fall in love with cast iron tubs again. Honestly? Who better. Martha’s moment continues—and I love that for her (and us).
Brands Building “Third Spaces” – and Doing It Well
We’re seeing more brands blur the line between digital community and physical space—and I love where this is heading:
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Substack is being used by brands, by their creative leads to get a peek behind the curtain. PacSun's Brieane Olsen, MegaBabe's Katie Sturino, and brands like Madewell to connect more personally with their audiences—beyond just social media and sales emails.
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Taking the online to spaces offline, Substack sold out a bathhouse pool in LA for one in a series of literary readings.
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Coach is rolling out branded coffee shops in their U.S. stores, offering lattes, limited-edition merch, and a reason for Gen Z to linger longer.
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Miu Miu launched a book club for a community of creative intellectuals (and it's beautifully done).
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Gucci Gardens in Florence is part museum, part exclusive store, part restaurant—with art installations woven throughout.
When Greg and I went on our honeymoon, we spent over an hour and a half exploring it. It was that good.
At Gucci Garden, 2018
This shift toward experience-first retail gives me hope. It’s not just about selling anymore—it’s about creating meaning, memory, and community. This is easy and fun to implement as a small independent retailer. Think about what community you'd love to host, lead or build with others, and DO IT!
New Product Lines That Actually Think About the Customer
Carter’s quietly launched Otter Avenue, a toddler line designed with what they call “I can do it” details—like an “F” on the front of shirts to help kids learn how to dress themselves.
It’s thoughtful. It’s practical. And it shows a real understanding of who their customer is (in this case, both toddlers and the parents shopping for them).
In contrast, American Eagle’s back-to-school campaign with Sydney Sweeney felt like it missed the mark—especially for millennial and Gen Z women who are looking for representation that feels real, not performative.
Meanwhile, Abercrombie nailed it.
Their back-to-school campaign featured real smiles, real bodies, and a wide range of shapes and sizes. It was joyful and inclusive—and exactly what modern women want to see in their feed.
My Take
Consumers are more intentional than ever.
They still want value. They still want style. But more than anything, they want alignment with the brands they support.
The backlash against Target this year proved how quickly trust can break.
There used to be a joy to shopping there—a feeling that’s noticeably faded.
And when customers feel let down, they don’t always come back.
The modern boutique shopper wants to feel seen, understood, and welcomed in.
They’re paying attention. They’re choosing wisely. And they want you, the business owner, to do the same.
Want more retail insight like this?
→ Watch my 3 part series: Summer to Fall Profit Plan
