Category
Business
Assisted Conversion
Trend cluster
Category
Localized
Urbanite
Retailers shrink their urban footprint and adopt hyper-local cultural norms.
4.8
Trend score
Trend
What is the Localized Urbanite trend?
Localized Urbanite: Responding to today's tumultuous retail landscape, merchants serving urban areas across categories are opting for condensed stores with a hyper-local focus in design as well as a curated selection of products and services. This shift serves as a reflection of some consumers' heightened expectation that retailers will respond to their specific needs and preferences.
Insight
The consumer insight behind the Localized Urbanite trend
With urban consumers increasingly focusing on small businesses, eco-friendly brands, and ecommerce in the brands they choose to purchase from, big-box retailers in large cities are having to diversify how they present their retail locations. With constraints related to time and space, and preferences for authenticity, consumers that live in metropolitan areas are choosing to opt for curation over the overwhelming choices that big-box locations have long offered.
Trend themes
Themes within the Localized Urbanite trend
Three behaviours holding the trend together01
Hyper-local Store Design
Retailers are adopting a hyper-local focus in their store design, catering to the specific needs and preferences of urban consumers.
02
Condensed Retail Footprint
To cater to urban consumers who focus on small businesses, eco-friendliness, and e-commerce, retailers are scaling down their stores and offerings to provide authentic and curated experiences.
03
City-Friendly Concepts
Brands are developing small-format stores that cater to the needs of urban consumers who do not have the time or means to travel to big-box stores.
Industry implications
What the Localized Urbanite trend means for industry
Where the trend changes the playbookFor
Retail
Retailers are shifting their store designs and offerings to cater to the urban market's specific needs and preferences, which presents opportunities for new and innovative store concepts and experiences.
For
E-commerce
E-commerce is becoming increasingly important for retailers, particularly in urban areas, as consumers look for convenient ways to purchase eco-friendly and small-business products.
For
Sustainability
As consumers become more focused on eco-friendliness and reducing waste, retailers are developing new concepts that focus on sustainability and reducing packaging waste.
Workshop question
How could your brand develop a highly curated retail experience for its customers?
Trend signals
Trend signals for Localized Urbanite
Trend score 4.8 out of 10, from popularity 70%, activity 66%, freshness 8%.
Popularity70%
Activity66%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Localized Urbanite trend
5 featured examples from Sep 12, 2017 to Mar 20, 2019CategoryFashion
Ultra-Small Beauty Shops
The ISEI Store in Kiev is Just 30 Square Meters in Size
The retail industry can explore the trend of ultra-small beauty shops to create innovative and efficient store formats that cater to evolving customer preferences.
CategoryLifestyle
Localized Convenience Stores
EAT17 in London is Redefining the Familiar Convenience Store Format
The retail industry can benefit from incorporating localized convenience stores and refill stations to appeal to environmentally conscious shoppers.
CategoryLifestyle
City-Friendly Grocery Concepts
'Aldi Local' Sells Items That Are Easily Transported Without a Car
Exploring new ways to cater to the needs of urban consumers and provide convenient shopping options.
CategoryBusiness
Downscaled Designer Retailers
Nordstrom Local is a New Store By the Nordstrom Brand
Fashion retailers are testing new store formats to meet the changing demands of consumers and create unique brand experiences.
CategoryFashion
Localized Shoe Stores
Aldo's One-of-a-Kind Store in Toronto Reflects the Neighborhood’s Spirit
The retail industry can benefit by embracing hyper-local and high-tech designs for their stores to encourage foot traffic and improve customer experience.
