Preview: Mood Retail

As we explored in our macrotrend, Revelation Brands, digital culture has spent 20 years teaching us to prioritise efficiency and speed, but now retailers are embracing serendipity as an essential part of the retail journey. One means in which they are doing this is to let consumers’ moods dictate what they should purchase.

Online retailer Finery, for example, created a browsing tool, In the Mood For, which provided a series of visual cues to determine what mood viewers are in to help identify the garment that best suits their frame of mind.

Uniqlo aimed to ground the process in neuroscience with its UMood installation, which required in-store visitors to wear an EEG headset to help them find the perfect shirt.