# Localized Urbanite Retailers shrink their urban footprint and adopt hyper-local cultural norms. By [Mary Van Puymbroeck](https://www.trendhunter.com/Mary.Puymbroeck), Research Advisor at Trend Hunter | Published Mar 20, 2019 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/localized-urbanite ## Key Figures - Trend score: 4.8/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 12, 2017 to Mar 20, 2019 - Published: Mar 20, 2019 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Localized Urbanite trend ### 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. ### 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. ### 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. ## What the Localized Urbanite trend means for industry ### For 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 for Localized Urbanite Trend score 4.8 out of 10, from popularity 70%, activity 66%, freshness 8%. - Popularity: 70% - Activity: 66% - Freshness: 8% ## Examples of the Localized Urbanite trend 5 featured examples from Sep 12, 2017 to Mar 20, 2019. - [Ultra-Small Beauty Shops](https://www.trendhunter.com/trends/small-beauty-shop): The ISEI Store in Kiev is Just 30 Square Meters in Size (Category: Fashion) Implication: 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. - [Localized Convenience Stores](https://www.trendhunter.com/trends/convenience-store-format): EAT17 in London is Redefining the Familiar Convenience Store Format (Category: Lifestyle) Implication: The retail industry can benefit from incorporating localized convenience stores and refill stations to appeal to environmentally conscious shoppers. - [City-Friendly Grocery Concepts](https://www.trendhunter.com/trends/aldi-local): 'Aldi Local' Sells Items That Are Easily Transported Without a Car (Category: Lifestyle) Implication: Exploring new ways to cater to the needs of urban consumers and provide convenient shopping options. - [Downscaled Designer Retailers](https://www.trendhunter.com/trends/nordstrom-local): Nordstrom Local is a New Store By the Nordstrom Brand (Category: Business) Implication: Fashion retailers are testing new store formats to meet the changing demands of consumers and create unique brand experiences. - [Localized Shoe Stores](https://www.trendhunter.com/trends/one-of-a-kind-store): Aldo's One-of-a-Kind Store in Toronto Reflects the Neighborhood’s Spirit (Category: Fashion) Implication: The retail industry can benefit by embracing hyper-local and high-tech designs for their stores to encourage foot traffic and improve customer experience. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)