Cate Trotter reveals the latest retail trends for 2017

August, 17 2017

As Head of Trends for a company specialising in innovations and trends within retail, Cate Trotter is an oracle for anyone with a passion for tech, retail and online commerce. Her approach to finding the latest trends is almost scientific. She interviews retailers and trendsetters, digs into vast amounts of data and embarks on retail safaris in cities all across the globe.

Apart from exploring the best and latest from Stockholm retailers, Cate Trotter is exited to join EME and discuss how to solve challenges within retail and technology. So we caught up with her and asked for a short glimpse into the future. Enjoy!

What can the attendees expect from your keynote during EME2017?

– We’ll talk about how tech is changing the world at incredible rates, and how the future is bright for the retailers who embrace change. The retailers who make the most of tech will create businesses that are easier to run, that create meaningful connections with customers – and are more profitable than ever. We’re going to talk about how smart brands no longer think the store is the central focus of what they do – instead, they focus on ecosystems, digital platforms and relationships. I’ll bring my ideas to life using lots of examples of cutting-edge technologies and retailers

What’s the most exciting thing that happened in the world of retail in 2017?

– Mainstream consumers are now realising that there are ways to get significantly better service by bypassing the store altogether… An example of one of these better services is MTailor. It’s an app that lets men measure their bodies using their phone’s camera. MTailor then crunches the data from the images to create a shirt pattern that will fit perfectly. It means that customers can get a better fitting shirt for less, in an extremely convenient manner.

Are there any particular brands to keep an extra eye on in the future?

– Nike are doing some amazing things. Their new store in New York builds loyalty and draws customers into its digital ecosystem, as much as it sells product. It’s a bold, fresh approach, which understands how stores can help build a continually engaging brand ecosystem.

Farfetch’s Store of the Future project is fascinating. They’ve come up with a series of innovations to improve the store experience, capture data and make use of data captured elsewhere. Customers can check into the store when they arrive, which pings information about that customer to the assistant, to help them personalise and improve their service. Digital rails can sense when a customer is browsing a rail and moving items, so it can understand what a customer is and isn’t interested in – and it can use that information to further improve the customer’s experience, online and offline.

Tommy Hilfiger are transforming lots of different aspects of their retailing and wholesaling currently – they’ve installed digital showrooms, there are some nifty screens that are triggered by RFID tags in store, and they’ve run some incredible large-scale initiatives that I’ll probably discuss at EME2017!