Retail is changing - those who understand community win

Customers today are not just looking for products, but for a sense of belonging. Successful brands rely on events, local partners and relevant content - and transform their stores into lively meeting spaces. The strongest currency? Trust and participation.

What you can take away from the article:

• Community pays direct dividends in terms of loyalty and lifetime value.
• Stores are becoming places of interaction, not just transactions.
• Successful stores are those that are credibly networked locally.

Leadership with a community spirit: Icebug shows that community does not start with the customer, but within the company. CEO David Ekelund focuses on trust, mindfulness and shared responsibility. The result: a strong, credible brand identity - supported by a motivated team.

What you can take away from the article:

• Empowering employees empowers the brand.
• Community starts with a clear internal attitude.
• Purpose-oriented leadership creates authenticity on the outside.

Future prospects from the market: In Shanghai, you can see what Gen Z expects from brands worldwide today: participation, meaning, cultural proximity. Retail is becoming an expression of identity - and brands must live this identity. If you don't listen, you lose. Those who help shape it gain influence and relevance.

What you can take away from the article:

• Gen Z doesn't want a consumer relationship, they want co-creation.
• Design, attitude and community formats are strategically inseparable.
• Relevance arises where brands demonstrate genuine cultural connectivity.