Signals

Every Friday, we wrap up the topics, issues, ideas and viral moments everyone’s been discussing. This week, senior foresight analyst Alice Crossley dives into female gamers, escapism retail and the return of safety fits.

: I’ve just returned from CES 2025 in Las Vegas and can’t stop thinking about the panel discussion Beyond Consoles: The Future of Gaming which outlined the missed opportunity for brands to engage with female gamers. Women are more likely to game on their phones and less likely to count themselves as ‘gamers’ because they associate the term with teenage boys on consoles. Despite this, a surprising number of Gen X and Y women seek casual gaming to unwind in a controversy-free zone. It is a topic we dived into in Women Who Play, but it’s still surprising to see how few brands have tapped into this market. 

: A few days later, at NRF: Retail’s Big Show in New York, the conversation turned to escapism retail and the renewed need for hyperphysical stores that provide a welcome break from reality. Koibird’s new London boutique, designed by Uchronia, does just that — the walls and features feature a gradient of the brand’s trademark greens and purples and space age metallics are featured throughout the store. Stay tuned for full event downloads from CES and NRF, coming soon.

: From the devastation of California’s wildfires to the inauguration of a certain president, it’s hard to talk about the US without acknowledging the fragility of the situation across the pond. Fashion trends are often a reflection of the context we live in, so it’s unsurprising to see new products such as Pelican Luggage’s TRVL military-grade suitcases or Arc’teryx relaunching its PRO collection for professionals working in extreme conditions. Head to our Safety Fits microtrend for more brands designing modern-day armour.