Retail Summer Trends

As we find ourselves already on the other side of the first half of 2024, it’s time to think check the retail landscape.

Just as in nature, trends are cyclical and retailers were pretty much fuelled by a hand full of inspirations, some of them with a revival twist.

Let’s check what were the most influential trends for retailers this summer:

Quiet luxury

This year, the Tranquil Elegance and the laid-back mood of 'quiet luxury' is one of the major trends not only for the summer but all over the year and yes, it’s everywhere. The 'Quiet Luxury' trend redefines sophistication, making comfort and efficiency a must which is visible in fashion, jewelry and accessories, home/interiors and also in beauty and perfumery. It’s challenging the traditional notions of luxury by spreading the concept with storefronts and displays that reflect this mega-trend everywhere, accompanied by simple details of elegance and aesthetics that include the ever-greater attention to detail - less is more!

This trend is also reinforced, of course, by specialty magazines that spread images and concepts with impeccably curated photos and products, without forgetting, of course, the influencers and bloggers who undoubtedly give great weight and help spread the trend even further.

Immersive and engaging costumer experience merging into touristic destinations

Life is a journey, just like summer. Customers enjoy and relate with brands that can deliver a pleasant experience whether is online or in store, which comes with the necessary products or services supported by a reliable story.

For this reason, retailers are investing more and more in their store concepts. The in-store experience still holds unique value for consumers. It’s where brands can create a tangible connection, immerse customers in their brand imaginary, and build lasting loyalty. Crafting an exceptional in-store experience requires a deep understanding of the customer journey from the moment they consider visiting a store to the post-purchase phase. Some retailers are literally nailing this by leveraging their stores into popular “touristic destinations”. Don’t believe? Check out what is happening in some of the most popular commercial streets around European cities. All of them have at least a hand full of ?“imperative to visit “ places that are actually retail concepts.?

How does the magic happen?

Once customers arrive at the store, the goal is to create an environment that not only meets but exceeds their expectation. Everything must be crafted in detail, starting with the store’s layout, ambiance, and even the scent play a critical role in shaping the initial impression. A well-designed store with clear signage and a welcoming atmosphere sets a positive tone to a great experience!

Curated displays or themed sections that make it easy for customers to discover new products are being more and more used by retailers in order to incorporate storytelling into product presentations and make them more compelling. These already amazing environments have a lot to gain from the use of technology such as touch screens, AR mirrors, or QR codes which offer additional information about the product, reviews, or virtual tastings, although the investment that has to be made is high, going the extra mile makes shopping more interactive and engaging.

As the cherry on top, if all this effort is combined with top quality customer service in the shop, provided by trained staff who offer exceptional customer service, it sets the tone for an immaculate and unforgettable experience with that brand.

Finally, it's important to point out that a well-crafted customer journey, if well thought out and applied, must start from pre-visit engagement to post-purchase follow-up. In an era where consumers have endless choices, the ability to deliver a unique, personalized, and immersive shopping experience can set a brand apart from the competition.

By focusing on each stage of the customer journey, retailers can not only attract more foot traffic but also turn casual shoppers into loyal customers. The key lies in understanding what customers value and designing an experience that meets—and exceeds—their expectations. In doing so, brands can create lasting impressions that keep customers coming back for more.

Social commerce

But what is social commerce anyway? In simplest terms, social commerce is when social media stimulates and facilitates e-commerce, resulting in research, decision-making and purchasing within the same social platform. It means merging e-commerce with entertainment. As Shopify's chief product officer Amir Kabbara said about their partnership with Spotify, “One of our beliefs is that retail is going to be everywhere and we want to help retail be everywhere. Shoppers... and fans go from listening to music on Spotify to watching TikTok.”

According to Influencer Marketing Hub's report, ‘The State of Social Shopping in 2024’, it found that 98% of customers plan to use social shopping at least once this year - a huge increase on last year's 68% of shoppers.

This has resulted in campaigns that have been running throughout the summer and will continue throughout the year, where brands are putting their efforts into storytelling and creating connections with those who are shopping. This has already been seen in the launch of brands about summer clothing, increasingly reducing costs in sponsored media/paid advertising, giving more emphasis to moments of leisure and delight. This is what customers want to see while enjoying themselves in a “commerce moment”.

Or, as Saatchi & Saatchi recently summarised, “brands are now focused on telling stories on social platforms that end with a moment of commerce”. No wonder, then, that social commerce is expected to grow by more than 28% annually. For small businesses, this means embracing features such as live shopping on social networks, one of the fastest growing areas of social commerce.

Maybe because of that, studies show that 37% of consumers trust influencers more than brands.

Small businesses, then, have two big opportunities for growth here: becoming content creators for social commerce themselves, or to partner with creators who are already building relationships with their target customers.

Sustainability and green fatigue

It was during the summer that it was announced that Humanity had exhausted the planet's resources for 2024, on August 1st. Portugal exhausted its own resources on May 28th and is already using those for 2025, according to the Global Footprint Network. So, sustainability remains in the minds and concerns of consumers. Furthermore, a survey from?McKinsey & Co. found that two thirds of those inquired and three in four millennials, say that they consider sustainability when shopping.

Furthermore, consumers are paying attention to companies' practices and question whether they are becoming more sustainable or whether they also adhere to the increasingly reported greenwashing, where not even recognized influencers escape scrutiny.

In other words, in 2024, consumers have “green fatigue”.

In fact, a?Mintel report?found that 60% of consumers believe that companies simply make up their green claims - that they don’t believe what huge corporations are claiming, with regards to their eco-friendliness.

This may seem like more work for big brands, however during 2024 it worked quite well for new brands that reinforced their positioning, specially on social media.

Independent retailers tend to be very aware of the sustainability of their businesses and, due to their size, are more integrated and control the production and distribution chain.

This much shorter mechanism manages to communicate to a more specific audience that they do not practice greenwashing while actively participating and engaging them in all steps of the process.

As summer winds to a close, we've seen the retail landscape embrace a mix of quiet luxury and conscious consumerism. Retailers are enhancing the customer journey by integrating sustainability into their product offerings and increasingly sophisticated shop experiences. With a growing trend for minimalist but also high-quality products, consumers are looking for what reflects timeless elegance but also ethical values. This is reflected on the storytelling that the brand must tell. As we have seen, moreover, shopping via social media platforms is becoming a preferred choice, perfectly combining convenience with customized discovery.

In this evolving market that we and our clients are so passionate about, as retail specialists, we can say that the brands that are prioritizing these elements are the ones that are ready to capture the loyalty of the modern, demanding shopper, season after season.

Happy rentrée!