Agenda

By 2035, Generation X are projected to command $23 trillion in spending power. Yet, most brand strategies prioritize the sheer volume of Gen Z. The core reality is Gen X is not a footnote, they are the load-bearing generation: balancing families and workplaces and holding decades of institutional expertise while quietly driving economic velocity.  From the multi-generational spending power to the untapped loyalty, what would your company do differently if it stopped treating Gen X as a bridge between other generations?

In this panel discussion, we will explore the concept that retail is no longer just a place to buy — it’s becoming a stage, a story, and a social experience. The session will explore a provocative shift: what happens when entertainment becomes the primary value proposition, and commerce becomes the by‑product. From immersive brand worlds and gamified shopping to AI‑driven personalization and hybrid digital‑physical experiences, the boundaries between retail, media, and culture are dissolving.

H&M operates at a truly global scale, but its success is built on creating meaningful connections in local communities and culture. In this fireside chat, Vogue Business Executive Editor Hilary Milnes sits down with Kate Rogowski, Head of Marketing, H&M U.S., to explore how one of the world's largest fashion retailers balances global brand consistency with locally relevant marketing that resonates with customers across America. From high-profile collaborations and culturally driven campaigns to community investments and market-specific activations, Rogowski will discuss how H&M brings its brand to life in ways that reflect the unique needs and interests of U.S. consumers. The conversation will highlight recent examples including the H&M&NY campaign, the Nordstrom Marketplace launch, major partnership moments, local community investments, and expansion. Attendees will gain insights into how H&M leverages the influence of its U.S. business to shape marketing strategy, build brand relevance, and create customer experiences that strengthen loyalty while driving growth in an increasingly competitive retail landscape.

If discovery happens in < 3 seconds:  What replaces search? What replaces brand building?  Creative becomes merchandising  In this panel discussion, we examine how in today’s retail landscape, the first impression isn’t made at the front door — it happens in a feed, a swipe, or a scroll. Consumers are making split-second decisions about what to watch, click, buy, or ignore, forcing brands to rethink how they capture attention and convert interest instantly. This session will explore how retailers and brands can win in the “scroll era” by designing experiences that stop thumbs and drive action across social commerce, digital storefronts, live shopping, and mobile-first platforms. From visual storytelling and creator partnerships to frictionless checkout and AI-powered personalization. 

Gen Z and Gen Alpha don't consume media the way previous generations did. They discover products and brands through a fluid mix of creators, social platforms, haul content, peer influence, experiential events, and in-person shopping experiences. The path to purchase is increasingly shaped by authentic moments rather than traditional advertising. For retailers, adapting to this reality is essential. Success requires showing up in the moments that influence consideration and purchase, from creator partnerships and social content to pop-up activations, experiential retail, and even the resurgence of the mall as a destination for shopping, entertainment, and social connection. Above all, brands must earn attention rather than demand it, integrating naturally into the environments and experiences that matter most to these generations, where authenticity is a prerequisite for engagement.

Examining the growing role of creator trust in shaping consumer purchase decisions –specifically, what transforms creators into credible shopping companions. Influencers have evolved into storefront owners and product curators, and retailers are increasingly tapping into creator partnerships to blend in-store and in‑feed experiences. As a result, we’re seeing significant investment in creators as the new voice of the brand, along with heightened interest in driving creator‑led in‑store conversions. Several retailers have launched notable, narrative‑driven campaigns in collaboration with creators, signaling a shift away from traditional marketing funnels toward more dynamic, story‑based funnels.

Session details are to come.

Ulta Beauty is transforming wellness from a merchandising category into a full retail experience.  A commitment that began a few years back has evolved into “Wellness by Ulta Beauty,” a dedicated shop-in-shop concept that expands the in-store footprint, and doubles-down on education with specialty-trained wellness advisors. Core to the brand’s strategy, Ulta is looking to expand the category, develop exclusive partnerships and curate a one-of-a-kind marketplace. Hear how this is taking shape and what’s on tap for 2027.

What does it look like when a story fans love jumps off the screen and into real life? At Netflix, fandom isn't just a byproduct of great content — it's the starting point for everything the company builds next, from consumer products to immersive experiences to physical destinations. Netflix House is one powerful example: 100,000-square-foot spaces in Philadelphia and Dallas (with Las Vegas to follow) where fans can eat, shop, play and step inside the worlds of their favorite shows and films. But it's part of a bigger philosophy — the "Netflix Effect" — where cultural relevance drives new ways for fans to engage, spend and return. In this exclusive NRF session, Netflix's CMO, Marian Lee shares how the company thinks about extending IP beyond the screen, building fan-first experiences, and what retailers can learn from a digital-native company creating entirely new reasons for customers to show up.