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NRF 2025 Retail’s Big Show daily recap: The business of authenticity

Pattern by Tracee Ellis Ross, US

US – Day two of NRF 2025 Retail’s Big Show began with a keynote entitled The Business of Authenticity from Tracee Ellis Ross, actor and founder of Pattern Beauty. While Pattern Beauty does not label itself as a celebrity beauty brand, Ross acknowledged the advantages of having a founder and CEO with ‘access at certain tables’ and revealed how she wants to use this to create a purpose-led brand that celebrates Black beauty.

When Pattern first agreed to its deal with Ulta Beauty, Ross learned of reports of racial profiling in stores. She likened this experience to ‘selling ice cubes and finding out the place I want to sell at keeps its temperature at 90 degrees’. The actor called her contacts at Ulta and used it as an opportunity to help both businesses grow and learn more about their customers. Speaking about the future, Ross hinted that Pattern may expand beyond haircare. Our Future Forecast 2025 macrotrend highlighted the momentum of Textured Haircare.

In 2024, NRF named American fashion designer Tommy Hilfiger as The Visionary 2025. At the following keynote at Monday’s conference, Hilfiger reminisced on his strategy of building a brand universe with a focus on FAME (fashion, art, music, entertainment and sport). First opened in 1969, Hilfiger’s original People’s Place stores were spaces to enjoy art and music as much as fashion, and led the way for the wave of Third Space Retail we see today.

Also emphasising the importance of bricks-and-mortar retail, Sephora CEO Artemis Patrick later announced that the beauty retailer plans to update every store globally over the next five years. Sephora will introduce a more modular design, allowing stores to evolve alongside consumer habits and technological developments. While many businesses leave store design up to designers, Patrick stressed the importance of consumer-centric design and is using heat maps, productivity tests and beauty trend forecasting to help inform the design. Our analysis of World Retail Congress 2024 previously analysed Sephora's hyperphysical retail strategy.

Strategic opportunity

Implement modular store designs that evolve dynamically with customer habits, incorporating adjustable layouts and interactive spaces that allow space for pop-ups, events or experiences

Contiki launches pioneering European running club trips

Global – Contiki, the young adult tour operator, has introduced a unique travel trip tailored to fitness enthusiasts with its new run club itineraries. Designed for 18–35-year-olds, the programme offers active travellers a chance to explore Europe on foot while fostering connections with like-minded runners.

The initiative comes as running clubs gain momentum, with Strava reporting a 59% surge in global participation in 2024. The report also found that fitness is a key social driver for Gen Z, who are four times more likely to meet people through workouts than in traditional venues like bars.

In 2025, Contiki will launch two limited-edition trips. The 14-day European Highlights kicks off on 25 August, featuring morning runs in destinations like the French Riviera, Tuscany and Amsterdam, alongside wine tastings and cycling tours. The 19-day European Whirl Plus, departing 7 September, offers jogs in Berlin and Prague, gondola rides in Venice and visits to cultural landmarks like the Berlin Wall.

‘Run clubs represent more than fitness – they’re about connection and community,’ says CEO Adam Armstrong. ‘Our active trips have seen a 105% booking surge, proving their appeal.’

Check out our Sports Tourism Market report for more insights on fitness-focused travel.

Run the World by Contiki, Switzerland

Strategic opportunity

Use the surge in active trip bookings by developing fitness-focused travel packages that incorporate activities like group runs, hikes and cycling tours or consider collaborating with local running club communities and platforms like Strava to co-create branded events across the world

Stat: Data security concerns threaten social commerce growth

Photography by Kindel Media, US

US – While social commerce is reshaping online shopping, concerns over data security are hindering its full potential, according to a new report by tech solutions provider SOTI. The report, The Rise of Social Commerce: Turning Tech-Driven Browsing Into Influenced Buyers, highlights how trust issues have prompted 61% of US consumers to abandon online purchases on social media, with 70% of consumers reporting concern about data security.

Shash Anand, senior vice-president of product strategy at SOTI, emphasised the importance of trust. He told WWD: ‘Trust is everything in the retail industry, especially as social commerce continues to grow. Retailers must remain committed to maintaining consumer trust, which includes protecting customer data and providing transparent security measures.’

Despite these concerns, personalised shopping remains a key driver of engagement. The report found that 64% of consumers prefer personalised experiences, with 57% favouring retailers that use technology to enhance in-store interactions. But balancing personalisation with security remains a challenge.

‘To unlock the full potential of social commerce, retailers need to focus on secure, mobile-first platforms, seamless payment options and reliable supply chain models,’ said Anand.

For more insights on what’s new and next in e-commerce, check out our Content Commerce microtrend report.

Strategic opportunity

Consider how to implement robust encryption protocols across all touchpoints, including social commerce platforms and payment systems, to reassure customers that their sensitive information is protected