WHEN IT COMES TO THE RETAIL INDUSTRY, THERE IS NEVER A DULL MOMENT: RETAIL TRENDS IN 2023 Every year, retailers are faced with new challenges. Sustainability, pandemic lockdowns, new product development, diversity and inclusivity matters, staff shortage, digital transformation and inflation. Just to mention a few. We talked to 10 experts and pinpointed 4 shifts currently influencing retail in the Netherlands and beyond. Curious? You can download your free whitepaper here. Happy reading!

1. TOO
POOR
TO BUY
CHEAP
RECESSION RESILIENT RETAIL

2. 2 3
Every year, retailers are faced with new challenges. Sustainability, pandemic
lockdowns, new product development, diversity and inclusivity matters,
staff shortage, digital transformation and inflation. Just to mention a few.
At Fitzroy, we’re driven by curiosity and constantly looking
ahead. In this case, to anticipate what’s next for retail.
In this whitepaper we set the scene for the new retail landscape.
We’ve pinpointed 4 shifts and the emerging consumer mindsets currently
influencing retail in the Netherlands and beyond.
In addition to our desk research, we spoke to 10 retail experts about how
they view sustainability, their opinion on consuming less and the blend
between the physical and online world. They’ve shared great new insights
and provided us with a much-needed reality check regarding today’s
capricious retail landscape.
Happy reading!
If you have any questions, please contact me via: pernille@fitzroy.nl
Pernille Kok-Jensen
Insight Director Fitzroy
WHEN IT COMES
TO THE RETAIL
INDUSTRY, THERE
IS NEVER A DULL
MOMENT
Thank you,
Aad Boon, Adriana Hoppenbrouwer-Pereira,
Allan Hendrich, Ido de Voos, Martin van Velzen,
Onno vd Poel, Rene Repko, Rozemarijn Dolman-Plante!

3. 4 5
WE SPOKE TO
RETAIL EXPERTS
WE SEE SHIFTS
10
4
CON-
TCNT
0 6
22
32
42
PHYGITAL
FROM PHYSICAL + DIGITAL TO PHYGITAL
RETAIL CLUBHOUSE
FROM CASH TO CULTURAL CURRENCY
SMARTSUMPTION
FROM SHOWING TO KNOWING
GREEN HEDONISM
FROM SUSTAINABILITY TO GREEN LUXURY

4. 6 7
SHIFT KEYWORDS
FROM COMMERCE AND
E-COMMERCE
TO PHYGITAL COMMERCE
IMMEDIACY
IMMERSION
INTERACTION

5. 9
“
“
5
MARTIN VAN VELZEN
CMO BLOKKER
TODAY THE PHYSICAL
PURCHASE OFTEN
STARTS ONLINE.
80% OF OUR
CUSTOMERS HAVE
ALREADY DONE ONLINE
ORIENTATION. IN THE
FUTURE THERE’S NO
ONLINE OR OFFLINE
RETAIL, IT WILL ALL
BE INTERTWINED.
BUT EVEN IN THE
PHYGITAL WORLD,
PERSONAL CONTACT
WILL REMAIN KEY. YOU
NEED TO UNDERSTAND
THE NEEDS AND THE
CUSTOMER JOURNEY OF
YOUR CLIENTS. KEEP
THE LINES OPEN AND
DIRECT.
8
On-demand, hybrid lifestyles have changed the face of retail for good.
Shopping, whether it be for groceries, fashion or a new car, is more about
sensory interaction and smooth experiences than transactions. Technology
is expected to be omnipresent yet invisible at the same time. With the
aim of providing the user with unique, interactive experiences. In this way,
retailers can meet the consumer expectation of IWWIWWIWI (or I Want
What I Want When I Want It). For a successful retail concept, on - and
offline should be intertwined at all times. Phygital services and products
use technology to connect the digital and physical worlds. But this is still a
major challenge for retailers, according to Onno van der Poel of Bol.com.
“When people go to a physical store they expect a different type of
immersive experience. They want real contact. As a consumer, if you opt
for visiting offline retail then you expect to be helped by engaged people,
who know the story behind the brand and product. In these cases, tech
should be omnipresent but never in your face.”
3
6
1
IWWIWWIWI IS THE NAME
OF THE GAME
8
Phygital is a portmanteau of the words physical and digital. It is used to
describe the increasingly blurred lines between the physical and digital
worlds. Phygital experiences can include using augmented reality to
interact with digital objects in the physical world or using a digital device to
control physical objects.

6. 10 11
“We see that people are now spending more time on online orientation.
The number of visits to a product page is increasing. We also know that
80% of Blokker customers first orientate themselves on the web before
they actually buy in the store. The core of our store is more focused
on inspiration, the website is functional” says Martin van Velzen, CMO
Blokker. Allan Henrich of Lagadere agrees: “Consuming via the internet is
traditionally very functional. Mostly, it lacks any kind of emotion". But as
Van der Poel of Bol.com said: “Digital must be mixed well with the physical,
otherwise it misses the mark”. As we speak, the phygital landscape is
shifting towards more curated and immersive experiences.
IN TIMES OF RECESSION:
O IS FOR ONLINE ORIENTATION
PHYGITAL IS ALL ABOUT
IMMEDIACY,
IMMERSION,
51% of shoppers say they use Google to research
a purchase they plan to make online.
Google statistics
Consuming via the internet is traditionally very functional and lacking in
emotion. But according to Allan Henrich of Lagadere, omnichannel should
take place more in the physical store: “By going phygital, you ensure a
smooth flow.”
The world can be served more easily by digital stores. Whether it’s
websites, Instashops or Google, within a few clicks you know where your
favourite products or services are for sale and at what price. Retail expert
Paul Moers sees the role of Google increase in times of recession: “We
live in a time where it is important to watch our money. That is why I can
imagine that consumers check the prices of various supermarkets online
before making a purchase. Google is of course a great place for that.”
0
IMMEDIACY
Implies being available for the customer regardless of the channel.
IMMERSION
Implies the complete involvement of consumers throughout the buying
experience.
INTERACTION
Involves creating a humanizing experience even in the digital space,
so buyers feel connected with the brand.
Based on the customer buying journey and interactions,
Phygital is all about the three i’s: Immediacy, Immersion,
and Interaction.
INTERACTION

7. 13
5
“
“
8
AT NESPRESSO,
SUSTAINABILITY IS PART OF
OUR DNA AND INGRAINED
THROUGHOUT THE ENTIRE
VALUE CHAIN. AS A RESULT
WE HAVE TOO MUCH TO
TELL. ONE COULD SAY
WE’RE SUFFERING FROM
INFORMATION OVERLOAD!
IN THESE MOMENTS AR CAN
REALLY ADD VALUE. FOR
EXAMPLE, THROUGH VR
GLASSES CUSTOMERS CAN
VISIT COFFEE PLANTATIONS
AND DELVE INTO THE STORY
BEHIND OUR BEAUTIFUL
END PRODUCT.
ROZEMARIJN
DOLMAN-PLANTE
NESPRESSO
9
3
One could also use new technologies to help prevent information overload.
As Rozemarijn Dolman-Plante of Nespresso explains, when they have a lot
to say but don’t want to clutter the message, AR can be a helpful tool.
This tech can provide an immersive experience and tell the backstory for
those who are interested, meanwhile their boutiques are left sleek and
clutterfree. Seen in this light, nailing the phygital landscape really is a
question of tapping into the IWWIWWIWI mindset.
12
Many consumers suffer from information overload and need help when
making choices. Research by Euromonitor International reveals that 51% of
European consumers said they were seeking curated experiences tailored
to their taste. The choice should not be either/or. Even services that offer
choice at scale should look to provide some level of product curation.
This could be making it more simple for consumers to filter products
on their own. Or, it could be showing how other consumers have styled
products by letting them publish images. The latter certainly increases
consumer engagement.
The quality of curation by staff members in physical stores is sometimes
hard to find. Some of us still recall the joy of being welcomed with open
arms by well-trained store staff on whom we could count for expertise and
advice. Fast forward to today, and it is evident that a good team is hard
to come by. Blokker is trying to attract the right staff through incentives.
And it seems that incentives come in all shapes and sizes. Martin van
Velzen, CMO of Blokker, found that the Blokker staff really enjoy the human
connection and bringing products to customers.
CURATION, YOUR PERSONAL
INSPIRATION FILTER
CURATION,
“We are doing a test in Leeuwarden where we
bring the products to the customer’s home with
an electric scooter car. This is done by our own
staff. In this way we want to make the profession
of shop assistant more fun and thereby attract
better staff.”
Martin van Velzen, Blokker

8. 14
In order to cultivate more meaningful human connections, Nike is
now going to cancel… stores. This means that their products will
no longer be available in every physical store. Only a few stores that
understand their target audience very well are allowed to offer the
selective Nike products, with the right story.
Ido de Voos, owner of Bisque Golf - the store for next-generation
golf wear for kindred players: “Besides Nike, only Patta and Maha
are allowed to sell Nike’s best products. Other retailers are thus
sidelined. Patta and Maha made the cut because they have strong
roots in communities.” In light of this, Cultural Currency (more on that
term later) is becoming an important tactic to survive and thrive in the
current retail landscape.
CANCEL. CANCEL. CURATE BY NIKE
There are still just a few brands that have linked their physical and
online store to the Metaverse. At this point, you mainly see fashion
and experience brands entering this fresh new territory. These firms
include the likes of Adidas, Burberry, Gucci, Tommy Hilfiger, Nike,
and Louis Vuitton. But also banks like HSBC and JP Morgan. The big
question for such businesses though, is which world will they enter.
There are now some 50 or so different metaverse providers, with the
most popular ones including The Sandbox, Decentraland, Voxels, and
Somnium Space, plus Meta’s own Horizon Worlds.
As we speak, retailers and other investors are placing their bets
on which of these will go on to become the dominant force in the
metaverse, gaining the most visits from our avatars. And which other
worlds may fade away into obscurity.
WHAT ABOUT THE METAVERSE?
5
“
“
RENE REPKO
RETAIL EXPERT
I STILL HAVE DOUBTS
ABOUT THE METAVERSE.
IT IS STILL TOO YOUNG
AND TOO NICHE. OF
COURSE, BIG PLAYERS
CAN EXPERIMENT WITH
MONEY AND SPACE.
BUT IT IS FASHION
SENSITIVE AND STILL
DEPENDS TOO MUCH ON
GAMING. IT LACKS THE
CONNECTION WITH THE
PHYSICAL (CONTACT)
4
8
1
1
15

9. 16 17
Starbucks is experimenting with Metaverse-based loyalty
programs. But why? Starbucks already has a successful
loyalty program.
The Starbucks Odyssey experience is an interactive platform that
allows users to connect with other Starbucks fans and collect digital
rewards. The journey begins when users unlock their first ‘stamp’ by
completing an interactive game. Starbucks’ approach is quite different
from other companies that have tried to enter the Metaverse. While most
companies require users to create crypto wallets and use cryptocurrency,
Starbucks allows them to get ‘Limited Edition Stamps’ with their credit
cards. So customers need neither a crypto wallet nor any knowledge of
cryptocurrency to take part in the experience. Which immediately opens
up for a much larger audience. Additionally, the Starbucks Odyssey will
continue to collect consumer data as it evolves and thus understand its
consumer better.
CASE:
STARBUCKS ODYSSEY
While some applaud Starbucks for their Odyssey experiment, others
say the brand should have used Web3 to do some good in the
communities in which their coffee is sourced.
The question remains, what other ways might a retailer use Web3
tech to improve its loyalty program? Who better to answer this
question than Adriana Hoppenbrouwer, founder of virtual fashion
house The Fabricant.
The Fabricant is the digital fashion house leading the fashion industry
towards a new sector of digital-only clothing. Hoppenbrouwer was
generous enough to share her disruptive vision on the future of retail.
NOW, LET’S TALK WEB 3
“Virtual Fashion will allow people to go
completely crazy.”
Amber Jae Slooten, Designer at Fabricant

10. 19
“
“
ADRIANA HOPPENBROUWER
PARTNER AT THE FABRICANT
FORGET ABOUT THE
METAVERSE FOR A
MINUTE AND CONSIDER
THE POTENTIAL OF WEB3
TO COMPLETELY DISRUPT
THE TRADITIONAL
RELATIONSHIP
BETWEEN BRANDS AND
CONSUMERS. RIGHT NOW,
CONSUMERS ARE BEING
DEFINED BY THE WEB3
MOVEMENT. PEOPLE NO
LONGER WANT TO BE
PASSIVE CONSUMERS
BUT INSTEAD THEY WANT
TO BE PART OF THE
VALUE CREATION.
4
0
5
The Fabricant is disruptive by nature and wants to create positive
impact on culture and the environment. No surprise then that
Hoppenbrouwer is a true advocate for the tectonic shift that Web3
could create. “The Metaverse is set up to become mainstream within
the next 2-5 years.” And she’s optimistic regarding the impact this
could have. “In the future we won’t question that brands have a 3D
presence. And remember this will be a place of delight, creativity
and connection in a much deeper way because it will be responsive.
Retail is the place people meet the brand. Today this is very human
intense, which requires training and people management.
Just imagine that in the Metaverse we can program these things in a
responsive way. Web3 will be the place for communal and dedicated
experiences with a clear purpose.”
According to Hoppenbrouwer Web3 is changing the very fibre of what
it means to be a consumer. Hoppenbrouwer explains. “Let’s use The
Fabricant as an example: it’s sustainable, equitable and disruptive.
Sustainable because you don’t need to produce or transport.
Equitable because there is no exploitation in the supply chain.
Finally, it’s disruptive in the way that it defies the existing relationship
between brands and consumers. Traditionally, consuming implies that
brands are pushing products towards the end user which they will
then consume as is. This notion is being defied by Web3. Because
there are no boundaries of creativity. So, now people can be part of
the value creation. They want ownership, IP rights and voting rights.”
SHIFT FROM CONSUMERS TO
PROSUMERS
1
6
18

11. 20
CASE:
Millions of low-income women in Mexico need credit loans in order to study
or start a business. This however is impossible for many of them as banks
won’t provide them with microcredit because they don’t have a documented
payment history to verify their financial behavior.
WeCapital’s initiative Data Tienda solves this financial inclusivity problem
by creating a data centre that retrieves payment history of these women
from the neighborhood businesses they spend with. For the Data Tienda to
collect their credit history, these women only have to enter the information
of at least 5 trusted stores so the platform can collect qualitative and
quantitative information from the shopkeeper. The result is a credit score
much richer than the traditional information system which enables women
to collect microcredit from banks.
This is relevant for the future of retail because;
1. Data Tienda turns undocumented or analogue payment behaviour into
traceable credit histories.
2. It creates financial inclusion by simplifying the procedure to get
microcredit, thus making it accessible to all.
3. The qualitative and quantitative information gathered by Data Tienda
minimizes credit risk.
There is still a lot to gain in the field of Phygital. In the meantime, keep in
mind that the young generation, Generation Z (1995-2010) has a digital
DNA.
DATA TIENDE
Invest in Gen Z (1995-2010). They will
shopinadiˆerentwaywhenthey
start working and earning money for
them, creating Phygital experiences
is considered the basics.
Prioritize understanding the meaning
of IWWIWWIWI and implementing
accordingly.
Web3 is disruptive by nature as it is
changing the relationship between
brands and consumers.
TAKE-OUTS
FOR GETTING
PHYGITAL
3
21

12. 22 23
SHIFT KEYWORDS
FROM CASH
TO CULTURAL
CURRENCY
3RD PLACES
CONNECTIONS
BELONGING

13. 25
”
“BRICK-AND-MORTAR
STORES ARE COMMUNITY
CLUBHOUSES, WHOSE
MAIN FUNCTION IS NO
LONGER GAINING DIRECT
PROFIT, BUT CONNECTING
WITH YOUR COMMUNITY.
IDO DE VOOS
BISQUE
3
9
3
$
Parallel to the smooth flow of the digitized retail space, there is another
significant shift happening in retail, uncovering a paradox in consumer
needs. While the demand for smooth, seamless and uninterrupted flows is
feeding the need for instant gratification, consumers are longing for more
meaningful and deep experiences.
Catering to this need is a new school of retailers. Instead of targeting
a specific group with a sender-receiver approach, they are creating
connections based on a community-focused strategy, in which key pillars
are interaction, participation and operating from shared values.
“56% of consumers agreed that offline retail is
more about experiencing a brand than shopping.”
High Snobiety, New luxury, new normal
PHYSICAL RETAIL IS
GAINING MOMENTUM
but not in the way you think ;)
24

14. 26 27
Ido de Voos from Bisque Golf spoke to us about how he built an urban
community hub rather than “just a store”. With Nike Jordan sneakers and
caps by local designer slash artist Piet Parra his store transcends the
traditional image of a golf boutique and the coffee corner allows customers
to take it easy while selecting their new gear. Making it feel more like a living
room than a boutique.
Customers can sell and trade their own golf wear and accessories,
emphasizing the community aspect. De Voos took golf, broke down the
stereotypes and turned it into an immersive lifestyle that welcomes a
broader and more diverse audience.
Bisque Golf is relevant for the future of retail because;
1. This new approach to a traditional sport invites the next generation of
players.
2. Creating a store that feels like a living room allows for a community to
grow naturally.
3. Their wide selection blurs the lines between demographics.
URBAN COMMUNITY HUB:
BISQUE GOLF
CASE:
These days it’s all about being part of cultural change. And as old-fashioned as it
seems, physical stores are taking on the role of clubhouses. The retail clubhouse
feeds inspiration through unique experiences and items, with community building
as the overarching goal.
Looking at pioneers in this field such as Patta and Bisque, we see that the same
approach to creating this interaction can work for different types of concepts.
Ido Voos explains: “Consuming is buying into a sense of belonging. Consumers
derive their identity from what they buy and where they buy it. So, through curation
of products, retailers can help consumers to navigate this identity hunt and to be
inspired while doing so.” Knowing something beyond the mainstream shows that
you are part of a community and can almost feel like a secret handshake.
Although the retail clubhouse movement seems to be separate from digitization,
the two do go hand in hand. The research-oriented nature of the digital world feeds
the concept of discovery within the retail landscape. By facilitating this
discovery-based approach you can be a curator of inspiration and cultural
relevance. And by being in continuous dialogue with their customers and
facilitating change and participation, these new school retailers are creating a
different kind of profit for themselves: Cultural Currency.
SECRET HANDSHAKES
STORES AS COMMUNITY HANGOUTS
This new kind of profit illustrates the new role of brick-and-mortar retail.
Instead of aiming for profit from sales, these new school retailers are
using their stores as a community hangout, where you can grab a coffee
on Wednesday morning or dance on Friday evening to the DJs they invite
to play in the store. The clubhouse approach to physical retail is inviting
consumers to really engage with the brand in a way that goes beyond the
buyer-seller relationship. They are not only just buying the products, they
are experiencing and participating to the overall vibe the retailer wants to
radiate. In which they are showing relevance and mutual values.

15. 28 29
RETAILERS’
Cultural Currency is more than just radiating a vibe and inspiring your
customers. As consumers are expecting more from brands in terms of
societal and cultural impact, retailers have to tap into these needs as well.
By giving back to their communities in meaningful and impactful ways in the
long run.
You cannot force communities to grow, but you can feed them and
provide them with the right assets so they can make that growth happen
themselves. You can grow as a brand as they grow as individuals. Retailers
that succeed in creating a sense of community by providing participation,
insight, purpose and transparency within all facets of the company
succeed in winning over and maintaining this dynamic and informed
group of customers that want to give back to the brand. Creating ongoing
collaborations.
CULTURAL IMPACT
“A good story creates meaningful connections.
Include the consumer in your narrative. This
can be done through your staff, technology,
co-creation or community. Consider how you
can truly add value to your customer, rather
than just thinking in terms of transactions and
margins.”
Aad Boon, retail expert
CASE:
PATTA ACADEMY
Creating a community in which young changemakers can find each other
is essential if we want them to make an impact on the world of tomorrow.
However, even with hard work, not everybody gets the chance to become
an entrepreneur. Someone has to give them an opportunity.
And that someone, in this case, is Dutch streetwear giant Patta.
With their Patta Academy, they give soon-to-be entrepreneurs the chance
to learn from the best in the business in order to make their dreams come
true. Their focus lies on creating a community of sustainable change makers
by training highly motivated individuals between 16-25, handing them skills,
tools and a network.
The Patta Academy is relevant for the future of retail
because;
1. By setting up a community they create brand engagement in a
non-traditional way.
2. It provides ambitious youth with the equal chance to make a change
that they might not have otherwise.
3. By creating a community network of sustainable entrepreneurs the
output of innovative ideas is amplified.

16. 30
IRL SERVICE IS THE
Head of Marketing Communications & Media at Nestlé Nespresso,
Rozemarijn Dolman-Plante, made time in her busy schedule to talk to us
about the importance of brand immersion.
“Nespresso is a love brand and the brand comes to life in our offline
boutiques.”, Dolman-Plante explains. Nespresso made some waves with
their sleek direct-to-consumer spaces. “Besides the high-end spatial
design, our employees really make the difference.. During our “induction”
trajectory, we educate them to become coffee specialists and to use their
expertise to provide next-level service. It’s funny to see that the Dutch are
not really used to brand experiences and customer-centric service at such
a high level. These days, that almost makes people a little apprehensive,
wondering what’s the catch.”
There’s a reason why retail clubhouses seem to be having a revival. We see
this as part of a bigger shift. The driver at work behind this trend is the fact
that more than ever people, especially younger Millennials and Gen Z, are
looking for a home away from home. Quick reality check; many are living
in tiny, dingy rooms and desperately need a welcoming spot with warmth
(literally!), wifi and like-minded peers. Honestly, our message is this; if you
have the option to provide a 3rd space, do so from a place of authentic
purpose - to offer people a dwelling and to create meaningful engagements.
3RD PLACES
NEW LUXURY
For brick-and-mortar stores: it’s cultural
currency above the actual currency.
Knowing is the new showing!
Purpose, membership and experiences
areabovetheproductoˆering.Consider
howyoucanoˆerasenseofbelongingfor
more than just the lucky few.
Invest in living the brand. Service and
expertise are important pillars of new
luxury and cultural currency. Remember,
investingineducatingstaˆisalsoan
important incentive for employees.
TAKEOUTS
TO BECOME
A RETAIL
CLUBHOUSE
$
3
31

17. 32 33
SHIFT KEYWORDS
FROM SHOWING
TO KNOWING
BETTER DEALS
RESELL
LOYALTY

18. 35
“
“
5
€
4
AAD BOON
RETAIL EXPERT
IN DUTCH, WE’VE COINED A
WORD FOR CONSUMING LESS:
‘CONSUMINDEREN’. CONSUMERS
ARE NOT WIRED TO APPRECIATE
THE NOTION OF LESS. LESS
DOES NOT SOUND APPEALING.
INSTEAD, WE SHOULD BE
TALKING IN TERMS OF SMARTER
CONSUMPTION: SMARTSUMPTION.
1
The more conscious approach to living translates into a
tendency towards a more mindful way of consuming.
A growing group of conscious consumers wants to have more unique and
meaningful relationships with the products they own. They are trying to buy
less, but better and are making more strategic choices when it comes to
purchases by doing more research and taking some time to think.
But although people are increasingly embracing this slower mindset, we’re
still programmed to want more, more, more. Making ‘less’ not a very
appealing concept to the human brain. Especially not in an economy based
on growth, where consumers are deriving their identities from their
purchases. Everyone knows it’s better to buy less, but it takes quite some
perseverance to actually follow through.
34
LESS STUFF BUT
BETTER STUFF

19. 36
“for many consumers smartsumption is all
about making ends meet financially. We try to
help our customers do more with their money.
through curation, we inform about smarter
choices and better deals.”
Onno van der Poel, Bol.com
This is where retailers can come in. As a retailer, you can
tap into this mindset and take responsibility to help
consumers to choose better.
All to help people to slow down and escape the always-on rat race. So
what’s the secret weapon? Curation is one way, another is a focus on
quality design. Products are not made to last these days. In the past, a
TV or landline phone would last for 20 or more years. Today, people wear
their fast fashion 2-3 times before throwing it out and chances are your
kids’ plastic stroller will end up in the trash after 2 months, instead of being
passed down to the next generation. Retailers who want to serve the middle
and lower layers of society often want to make products as cheap as
possible. Information, sustainability and brand experience are not even part
of the dialogue. Elements such as these make the product seem more
expensive and may as a result not appeal to the mainstream target group.
“
“
People should be able to
know and trust what they
buy 100%. But the reality
is, most consumers hardly
ever know the real story
of their stuff. With every
brand I’m like… is it true
what you’re telling me?
Allan Henrich
Lagardere
37
The idea that high-quality products have to cost more is outdated.
Retailers need to become better at offering affordable, sustainable products
that don’t completely mismatch with the reality and current climate issues.
And this shift should include not only the lucky few (who can afford to be
critical), but also the masses.
KNOWING IS HALF
THE BATTLE

20. 38 39
“In times such as these, retail could be a little more
empathetic. For example by helping consumers buy
smarter and giving them a little nostalgia to get
through the coming difficult period. At the very
least be honest and don’t jump on the ‘shrinkflation’
bandwagon (packaging less product but selling it at
the same price). Panic stunts like that could really
harm your brand.”
Martin van Velzen, Blokker
Lately, the media has been buzzing with the term ‘shrinkflation’. In short,
less or fewer product for the same price. So instead of 20 pancakes, it says
you can now bake 18. “That is a ticking time bomb. Just don’t go there.
Ever. Consumers will punish you. It damages your image and your position.
You see that especially panicked brands and retailers do this. But it’s not
smart,” Rene Repko says.
Nostalgia worked its way into our consciousness since the COVID-19
pandemic. And research confirms that invoking nostalgia, in uneasy times,
can nudge people to spend more and provide people with a sense of
security. Retailers can play an important role in this by showing a bit of
support and empathy towards their customers. For example, in the UK the
drugstore Boots fixed their prices and in the Netherlands, the Dutch
supermarket Dirk did too.
“In difficult times, people find comfort in smaller purchases, they find this in
what we call ‘consolation purchases’. Think of decorations for the home to
cocoon” according to Martin van Velzen, Director Marketing & E-commerce
Blokker.
SHRINKFLATION
$ $ $

21. 40
Fashion is one of the world’s most polluting industries, accountable for as
much as 10% of global CO2 emissions. And with clothing being worn less
and less, a garment is often discarded after as little as 7 wears, thus
creating a huge waste problem.
Danish fashion brand Samsøe & Samsøe aims at solving this issue with the
Resell Tag: a qr-code that’s woven into the garment. When scanned it
immediately creates a sales ad that is spread across Instagram and
Facebook using a built-in micro media budget. So when a customer
decides to split with a garment, it resells itself. All you have to do is scan the
Resell Tag.
The Resell Tag is relevant for the future of retail because;
1. All of the items’ information is put in automatically, making resale easier
than ever.
2. Pre-paid media budget allows information to be distributed with mini-
mized human input.
3. It shows that build-in resale options are the norm of tomorrow.
CASE:
SAMSØE SAMSØE RESELL TAG
Oˆerproducts-especiallyintimesofcrisis
- that last longer and/or are easy to repair.
As a retailer, you could even take it a step
furtherandoˆertodorepairsforfree.
Tell the honest story of the product; how
it was made (process) and by whom
(people). Not only for the more expensive
products but also for the cheaper ones.
Because that’s where the most doubt lies.
Showinvestigationsand(ISO-certified)
studies that show that the product really
lasts longer because of the quality.
Use technologies to make it super easy to
resellusedstuˆ.
TAKEOUTS FOR
SMART-
3
41
SUMPTION

22. 42 43
SHIFT KEYWORDS
FROM
SUSTAINABILITY
TO GREEN LUXURY
BIOPHILIC DESIGN
FEEL-GOOD INDULGENCE
3X BETTER

23. 44
"Today, nearly 90% of Gen X consumers said that
they would be willing to spend an extra 10% or
more for sustainable products, compared to
just over 34% two years ago."
Forbes
Consumers no longer want to compromise when it comes
to going green.
A growing group of conscious consumers demand products that are 3x
better; better for my health, better for the world and better in terms of taste
and indulgence. This movement transforms sustainability into something
more youthful, dynamic and egalitarian. One could say green is the new
black, making it a prerequisite and hygiene factor amongst a growing group
of consumers. And nope, this is not just a Gen Z thing. Today, nearly 90% of
Gen X consumers say that they would be willing to spend an extra 10% or
more for sustainable products, compared to just over 34% two years ago,
according to research published on Forbes.
4
“
7
2
9
WE NEED TO REDEFINE THE
CONCEPT OF SUSTAINABILITY.
LEGO IS MADE OF PLASTIC
AND THEREFORE NOT REALLY
CONSIDERED SUSTAINABLE.
YET A LEGO BLOCK LASTS
MORE THAN 1 LIFE. AND THAT
IS VERY SUSTAINABLE.
ONNO VAN DER POEL
BOL.COM
GREEN IS THE NEW
45
BLACK

24. 46 47
So, what makes green so sexy?
This new focus on sustainability is no longer only about organic alternatives
or low-footprint production processes, it’s about a holistic approach to a
better future. A future where sustainability isn’t only the new sexy, it’s the
new normal. It should be integrated into everything we do and buy. And as
expectations are growing, the eyes are on (big) brands and organizations to
do as much as possible when it comes to being sustainable contributors.
We should expect little from politics, Prof. dr. Filip Caeldries of Tias
University said. Politicians only think in short periods of 4 years in which
they are already recruiting souls in the 3rd year. If we want to change
the world we have to look at the big multinationals. They can set the real
change in motion and have a positive impact on people, process and
planet. Allan Henrich from Lagardère sees this differently: “The responsibility
for socially and climate-conscious retail lies with the government. I think the
government should take responsibility. All big companies have too many
smart marketers who can cheat us. So many brands know how to find the
loopholes in the law.”
A HOLISTIC APPROACH TO A
BETTERFUTURE
“We don’t feel the pressure from our customers
when it comes to taking responsibility. They come
into the store and see what they like. Then they
see if they can afford it. At the checkout, once the
purchase has already been made, is where they get
the story about sustainability. Few people check
where or under which circumstances products
have been made. That is of course because they
expect us to offer good stuff. We are the trusted
curator in this.”
Ido Voos, Bisque
Whenitcomestosustainability,wespeakof4diaerent
target groups at Fitzroy:
THE HIGHLY CONSCIOUS CONSUMER
who is brand savvy and in the know when it comes to which brands they
allow into their lives. These are typically innovators and early adopters who
demand transparency and will always opt for the most sustainable option.
When it comes to nutrition, taste is secondary to health and sustainability.
They prefer small local businesses and Indie brands rather than A-brands.
THE CONSCIOUS CONSUMER
relies on product explanations from the manufacturer (or from highly
conscious friends!) to make it easier to choose the best or healthiest option.
This buyer searches for both innovative and traditional products and brand
propositions. When it comes to food, a less sweet taste confirms their
perception that they have made the right choice.
THE SEMI CONSCIOUS CONSUMER
sometimes chooses the best or most sustainable option but has too little
knowledge or influencers around them to always choose the best option.
Believes A-brands. “They just expect you as a retailer to offer good stuff.”
Ido Voos of Bisque says. This group relies on brands to make the right
choice. In terms of nutrition, taste is key and therefore more important than
health and sustainability.
THE INDIFFERENT CONSUMER
will always go for the best deal. They have little knowledge and no
influencers around in their decision making process. They find A-brands too
expensive and trust private labels. Price is key and therefore more important
than health and sustainability. If an A brand is on sale, they will consider.
DIFFERENT TARGET GROUPS
4

25. 48 49
Covid accelerated our need to get away from the masses and man built en-
vironment. Add to this the fact that recent research proves that at least 120
minutes a week, preferably 20 minutes a day, in nature improves our health.
So it's no wonder that consumers are embracing nature like never before.
We’re talking about the massive shift from being hyperconnected online to
reconnecting with nature.
Biophilia is all about bringing the outside in, considering nature as medicine
and finding groundedness in the multisensory aspects of nature. Retailers
are tapping in by mimicking nature and conveying calmness both in their
physical as well as their virtual brand experiences by applying biophilic
design principles.
COULD BIOPHILIA
TLDR;
THE SEMI CONSCIOUS COHORT IS
SHRINKING!
In the Netherlands, consumers are either becoming more conscious and
moving towards the front of the curve, while others - partly due to financial
difficulties - are moving towards the Indifferent group.
SAVE RETAIL?
SEMI
CONSCIOUS
HIGHLY
CONSCIOUS CONSCIOUS INDIFFERENT

26. 50 51
Uniqlo’s new Yokohama concept is a store built like a park, with green
space and multiple rooftop gardens. The focus lies on 'lifewear', fun and
education. Making shopping fun for everyone, especially children and their
parents. The complex features stores by Uniqlo and their sister brand GU,
play areas for different age groups and a rooftop park with a panoramic
view over Tokyo Bay. The first-floor theme of 'lifewear' doesn’t stop at
clothing as it also sells flowers and other lifestyle products to brighten up
every day.
Uniqlo park Yokohama is relevant for the future of retail
because;
1. It fuses education, play and greenspace and blurs the lines between
inside and outside.
2. It offers transparent sustainable products and teaches kids about the
environment.
3. It brings the city a public park through retail.
CASE:
UNIQLO PARK YOKOHAMA
“Sustainability and inclusiveness are the themes for retailers right now,”
says Rene Repko, retail expert. “In the good times (2015-2021), retailers
were already struggling to keep up with sustainability, new product
development, inclusivity, digital transformation and better solutions for
customers. This backlog must now be made up even faster. Retailers have
a crowded agenda in this time of declining purchasing power. I do not think
that large parties are greenwashing. They are just slower to transform. The
volume is large and small steps already have a huge impact”.
Ralph Rijks of Zalando agrees. In an interview in Adformatie (September
2022) he explains: “If you change something small, it has a huge impact due
to the size of the company. For example, how we deliver our products and
how we recycle materials in the chain. Highlight the impact of the changes
you make to the consumer. Even the small steps deserve a podium and can
inspire others to do the same.”
SMALL CHANGES MAKE
BIG
“I don't think large parties are greenwashing.
The volume is so great that their small steps in
sustainability have a huge impact.”
Rene Repko, retail expert
IMPACT
5
7
3
8
4

27. 52
PRE-LOVED, RENTING &
REMMERCE ON THE
While retailers are working hard to make their products and
processes more sustainable, more and more consumers
are renting, swapping and reselling.
Right now, in retail, Renting is the new black. From the party dresses library
to furniture and tools rent platforms, we are renting (out) more than ever.
Check for example designer clothing rental litchyofficial.com.
Terms such as pre-loved & second life are the tags when it comes to the
treasure hunt of online vintage shopping. Used clothing has completely
lost its stuffy image. It’s more satisfying than something new. Second-hand
platforms function as social community platforms, creating a more personal
experience. Sometimes you can connect with someone over a shared love
for a designer and someone might leave a personal note with a package.
That makes it more intimate than buying new.
It’s interaction above transaction.
“The pandemic has changed our world in myriad ways
– but perhaps its biggest legacy for fashion, interior
and lifestyle will be the shift in mindset towards
pre-loved products. People come to these websites
for unique items, for great fashion, and it makes them
feel better because it’s sustainable.”
Ellie Pithers in Vogue (January 2022)
But reselling isn’t only for last season’s designer sneakers
and handbags.
We see more and more second-hand platforms popping up, for all kinds of
products. Whoppah is one of these successful enterprises. With a turn-
over increase of +2.438% in the past three years, they’re leading in design
homeware reselling in the Netherlands. And expect to reach an annual
turnover of 25 million euros within a few months. The search term 'Whop-
pah' is experiencing rapid growth within the second-hand design products
segment.
But being able to think about better choices isn’t for everyone. As these
new mindsets and expectations are occurring, there is also the reality
lurking around the corner, defining the surface layer or the retail waters.
Most people are willing to make these choices but cannot proceed because
of their short-term stress factors such as energy bills and inflation.
So as of now, being critical and making better choices may still be reserved
for the lucky few.
“Who Can Afford to Be Critical?”
by Afonso de Matos, Dutch Design Week 2022
RISE

28. 54
When thinking of Ikea, city centers aren’t the first thing that come to mind.
With their new Copenhagen flagship store however, the furniture giant plans
on changing this.
With 250 trees, 1450 square meters of solar panels and a parking lot that
can fit over 760 bikes, sustainability is the main focus of this new retail
concept. The building features a park on the rooftop for people to get some
rest or have community meetings. It goes to show that this new experience
is more than a store as it provides consumers with inspiration to live more
sustainably, and allows bypassers to go for a takeaway coffee or hang out
on the rooftop park.
And its location in the city centre creates the possibility for people to come
to the store by foot, bike or public transport. Banning out the need to come
by car.
Ikea’s new Copenhagen store is relevant for the future of
retail because:
1. It helps the city in attaining their sustainability goals.
2. It supports consumers’ green behavior.
3. It brings much-needed green space to the concrete jungle.
CASE:
IKEA’S GREEN OASIS
There are 4 types of consumers when it
comes to sustainability: Highly conscious,
conscious,semi-consciousandindiˆerent.
The semi-conscious group is shrinking and
the other groups are growing.
Integrity and transparency are key to
communicating sustainability. Inform
your customers about the impact of your
actions and the steps that you would like
to take in the future.
Good and impactful actions don’t have to
have an immediate impact, but they should
spark new ideas and perspectives.
TAKEOUTS
FOR GREEN
HEDONISM
$
3
55

29. 56 57
HOW TO WRAP UP A WHITEPAPER OF
A RETAIL LANDSCAPE IN THE MIDDLE
OF A
Will the current financial crisis leave people too poor to buy cheap,
or frankly too poor to even be critical? The answer, I’m afraid, is a bit of a
paradox. We’re becoming more critical and aware - yet poorer. So,
retailers need to unlearn some old tricks in order to stay relevant.
We love the insights that the experts shared with us and we’ve turned their
takeouts into 10 questions that you can ask yourself during your next strate-
gic workout session:
IT’$ A
WRAP!
$
1. Is this a product or experience I will enjoy telling my friends and family
about? Is it storysharing enough?
2. How does this idea help ensure that we remain/become a part of the
brandversation?
3. How can we help consumers make smarter decisions?
4. If my brand was to create a retail clubhouse, what kind of Cultural
Currency could I provide?
5. How could I give our sustainability pillar a sexy makeover and make it
more hedonistically green?
6. Could I be approaching my customers more as prosumers rather than
passive consumers?
7. If I had the room to experiment, what kind of 3D experience would I
create around my brand in Web3?
8. What is keeping me from setting up a team that thinks about point 7?
9. How can I use Web3 to turn consumers into fans and collaborators?
Beyond conventional loyalty programs.
10. What will you be doing in 2025?
LANDSLIDE?

30. 58
Whether you’re inspired by IRL biophilia
or the weird and wonderful world of Web3,
the 4 shifts in this whitepaper are all
gaining traction as we speak. So we
encourage retailers to make sure they’re on
the right side of the tipping point.
Retail should be a place of joy and
creativity. A place that seduces and boosts
the imagination. A place for interaction and
not just transaction. So come with an open
mind and allow yourself to try out new
things and experiment.
THANKS FOR
READING!
$
$
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Fitzroy.nl