14 May 2019   

5 min read
We’re already a few months into 2019 and some of the biggest trends in marketing have started to emerge. But first, here are a couple of the major local and international marketing trends from last year.
Looking back

It’s now a well-known fact that customers care about what brands stand for, especially millennials. Brands that are caught out being unethical will suffer from public backlash and humiliation via social media. Last year, retail businesses started to focus more on their brand purpose and include it as part of their business strategy.


Experiential storytelling was also a key trend last year. Retailers began thinking creatively about how they could lure customers into their physical stores and offer them something beyond simply the transactional.


One example was the launch of Nike by Melrose in LA, which specifically caters to Nike Plus customers in that neighbourhood – those who are particularly style and running obsessed. Special features of the store include the Sneaker Bar, the digital vending machine Nike Plus Unlock Box, the Dynamic Fit Zone for customers to relax in and the Nike Trial Zone, where they can really put their products to the test on a treadmill.


Looking forward

The year ahead sees retailers working towards getting even closer to their customers, whether it’s through new technology or focusing on the social climate and their world views. Here’s a taste of what’s to come in 2019:


Brands behaving as cultural figures

Almost as an extension of retailers offering customers great advice, and as people place more value on buying from businesses that support corporate social responsibility, retailers will be looking towards the social climate as to how they position themselves. 

“We’ll see world views, entertainment and cultural trends impact how a retailer positions and presents itself in the market. Retailers will ensure their product, services and communications are relevant for their audiences; and be more visible, forward and vocal in expressing values, principles and purpose,” marketing expert Emma Sharley explains.