From legacy disruptors to next-gen innovators, Shoptalk Europe 2025 brought together global leaders who aren’t just reacting to retail’s transformation, they’re driving it. From conversations about performance footwear, AI-powered merchandising, or TikTok-fueled skincare feuds, one theme was clear: the future belongs to brands that lead with emotion, think beyond category lines, and aren’t afraid to break their own rules.
Here are five key takeaways for brands and retailers looking to stay relevant and build lasting connections with the modern consumer:
- Emotional Utility Is the New Product Strategy
HOKA co-founder Nicolas Mermoud took the stage with a powerful message: performance products are about feeling, not just function. Born from a personal pain point during an ultramarathon, HOKA’s foam-heavy, glide-first design wasn’t built for the mainstream, it was built for momentum. And that feeling became its advantage.
Rather than traditional marketing, HOKA relied on grassroots passion and sensory appeal. “It wasn’t about protection,” Mermoud said. “It was about propulsion.” Today, HOKA is a billion-dollar brand disrupting athletic wear with stores that feel like emotional ecosystems, not just retail spaces.
For brands: Stop selling specs. Start delivering sensations. If customers feel something they’ve never felt before, they’ll tell your story for you. - Collaborations Need Substance, Not Just Hype
A panel on brand partnerships revealed how modern collaborations are less about logo mashups and more about operational alignment. Leaders from Bubble Skincare, AWWG (Hackett London, Pepe Jeans), Just Eat, and Pinterest shared what it really takes to launch a winning partnership.
Take Bubble x Olive & June: an in-store takeover at Walmart with custom displays that made mass retail feel moment-worthy. Or the unpaid TikTok “feud” with Scrub Daddy: Completely organic with over 100 million impressions. Even the Bubble x Disney collab for Inside Out 2 became a masterclass in managing partner power dynamics.
For brands: Don’t chase virality. Build value exchanges. Know your partner, define shared outcomes early, and let creativity lead. - Multi-Generational Marketing Starts With Listening
In a session hosted by January Digital President Sarah Engel, Mattel’s EVP Sanjay Luthra demonstrated how legacy brands can stay fresh by listening deeply and building emotionally resonant communities.
Mattel Creations isn’t just selling toys – it’s building a cultural movement. From Hot Wheels x Ferrari to Monster High x Off-White, every activation centers the fan experience. And with the upcoming Masters of the Universe movie, they’re proving that nostalgia, when treated with respect and innovation, becomes futureproof.
For retailers: Multi-gen marketing isn’t just about messaging. It’s about multi-dimensional community. Legacy doesn’t mean outdated if you’re willing to evolve with your audience. - Physical Retail Must Act Like Digital, But Feel Like Wellness
Retail isn’t dying -it’s changing shape. H&M’s Ellen Svanström shared how the fashion giant is making its 4,000 stores act more like smart, data-powered apps. Think RFID shelving, real-time product mapping, and guided in-store navigation. Meanwhile, Rituals CEO Raymond Cloosterman is pushing the opposite direction by designing serene, spa-like spaces that slow customers down and prioritize mindfulness.
Despite the contrast, both strategies succeed because they reflect the same truth: today’s shoppers expect experiences that are either frictionless or soulful. Or both.
For retailers: Don’t just digitize. Humanize. Use tech to empower staff, personalize journeys, and elevate emotion at every touchpoint. - AI, Attribution, and Agility Will Separate the Winners
In keynotes from Nestlé, Danone, and L’Oréal, execs emphasized that digital transformation is only as strong as your org design. AI is reshaping everything from merchandising to shelf execution. But without cross-functional teams and full-funnel measurement tools (like Fospha), brands risk wasting spend and missing signals.
Danone is retraining 50,000 employees for future roles. L’Oréal is turning eCommerce into a loyalty engine. Nestlé is using AI to ensure brand consistency across global markets.
For brands: AI isn’t optional. But neither is internal alignment. The brands scaling fastest are those combining experimentation with real operational discipline.
Shoptalk Europe 2025 proved that retail’s future won’t be won by those with the biggest budgets, but by those with the clearest purpose, boldest ideas, and deepest empathy.
Innovation is no longer about what’s next. It’s about what’s needed by customers, by communities, and by a changing planet. If you’re not building around that, you’re already behind.
