The Future Of Retail: 10 Trends

As the world enters another year of the pandemic that has re-shaped the way we spend and consume, Wunderman Thompson Intelligence, through its report titled ‘The Future 100: 2022’, brings to the fore 10 trends that will set the stage for retail and e-commerce this year and for years to come.

“This year ushers in a resolute positivity that encourages playfulness and creativity — so much so that Pantone created a completely new colour to define 2022. Brands and marketers are eager to provide joy in people’s lives by creating euphoric Ads as they, too, ride the optimist wave,” says Emma Chiu, Global Director, Wunderman Thompson Intelligence, as stated in their report titled ‘The Future 100: 2022’.

From vintage store designs to digital avatars, the future of retail and e-commerce is going to be one of the most exciting times for the sector, one that is full of adventure, innovation and pure genius! A mix of the modern and traditional ways of business, retailers and e-tailers have much to look forward to.

Of the many trends that the report enlists, it highlights the following 10 that will shape the world of retail and e-commerce as we know it today:

1 Direct to Avatar

From B2B and DTC to DTA — the latest business model sees brands releasing digital products direct to screens. In addition to business-to-business (B2B) and direct-to-consumer (DTC) models, various fashion brands introduced direct-to-avatar (DTA) shopping in 2021. In December 2021, Nike acquired virtual sneaker marketplace RTFKT. Ralph Lauren launched a 50-piece digital wardrobe, available to buy in social networking App Zepeto, and American Eagle debuted its DTA apparel for Bitmojis. Gucci and The North Face started the year with a collaboration on avatar-wear for Pokémon Go. And digital fashion house The Fabricant has partnered with brands such as Adidas, Puma and Tommy Hilfiger to virtualise their clothes.