SWAG 2.0: SWAG SHOPPING IN THE LIFESTYLE STORE OF THE FUTURE
Sunday 16 August at 14.30
Monday 17 August at 11:30
Tuesday 18 August at 11:30
SWAG is not just what’s on the shelves – it’s your survival strategy.
In this trend talk with trend hunter Anette Eckmann, you will gain practical tools to create a store with SWAG that attracts, engages, and sells. The stores of the future are not about the products on the shelves – but about being adaptable and daring to change course in time. It’s about the ability to create something new – and about SWAG. Discover how to transform your store into a cool and dynamic place that customers want to be part of.
What is SWAG in retail?
SWAG is about your business constantly evolving and being shaped by your ability to read your customers’ needs, personality, and energy – making it “cool” to shop with you in a physical store. Customers no longer buy just “ordinary” products; they seek out particularly relevant items, wrapped in emotion, care, and professional guidance. Something you can’t get online, something you feel like sharing, something you remember. The store should be staged as a dynamic, ever-changing universe, where carefully selected finds and top-notch design meet in a curated environment. That’s SWAG!
Do you still have SWAG – or have you lost it?
Perhaps your store isn’t quite dead yet – it has simply become dull and uninteresting. You’re fighting hard, while the store is slowly fading away. Your customer base has lost interest in a store that no longer has flow – no longer has the SWAG that makes it worth visiting.
” If your store doesn’t give customers a reason to show up, they will stay at home. What’s unique is not what you sell – it’s how it feels to be with you in your store. Move from a point of sale to a universe of needs filled with experiences – and you will bring customers back. ”
Anette Eckmann, Trendhunter
Anette Eckmann’s talk is inspired by Justin Bieber’s comeback.
Reinvent yourself, just as Justin Bieber did. After four years out of the spotlight, he reintroduced himself at the 2026 Grammy Awards, performing the song “Yukon” wearing only boxer shorts. At the Coachella festival in April 2026, Justin Bieber once again marked his major comeback after several years away from live performances – a “magical stunt” and a healing experience for both himself and his fans. Without elaborate choreography, backing choirs, or lighting effects, Bieber appeared strikingly vulnerable and authentic. Since then, he has been hailed as one of the world’s most dominant artists on the charts and streaming platforms.
“Swag” is slang for an expression of confidence – a cool attitude and style – derived from the word “swagger”, referring to a swinging, self-assured way of moving.