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"The Top Trends in Retail Marketing"

Retail marketers are navigating a point of transition as evolving media consumption habits, particularly the surge of social media video, continue to shape shopping behaviors.

Retail marketers are navigating a point of transition as pandemic-driven shopping trends wane while media consumption habits enshrined in recent years — including the rise of social media video — continue to affect shopping habits. Against that backdrop, brands remain fixated on winning over Gen Z, a cohort that is maturing into greater purchasing power while expressing fondness for once-struggling venues like malls.   

The chase to engage young shoppers has animated several marketing trends, with ’90s and Y2K nostalgia taking over both advertising and style preferences and inspiring a theme around brand heritage. At the same time, retailers are making emerging tactics and channels a bigger part of their day-to-day toolkits. The impact of the creator economy is leading to internal reorganizations while CMOs are still trying to gauge what role technology like artificial intelligence will play in their marketing. 

Below, Marketing Dive has brought together top stories that underscore the changes influencing retail marketing today, including: 

• Why DTC upstarts like Allbirds are going all-in on brand building
• A look inside Target’s first exclusive pet collection designed with influencers
• How Old Navy’s ’90s throwback campaign contributes to brand momentum  

Marketing Dive hopes this serves as a useful guide as retailers plan for the crucial holiday period and map out their approach to the year ahead.

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