Monday, January 12, 2026
Retailers: What's in store for 2026
News
What do retail experts predict for the new year? We asked trade show veterans, brand builders, revenue experts and AI educators what business trends they loved and hated in 2025, and what they expect to see in 2026.
No shocker here–almost everyone thinks AI will shape their respective categories in the coming year. Here's to a tech-boosted year of productivity and profits!
–Marcy Medina
Kirsten Griffin
Visitor Promotions Director, Comexposium US
(owners of Curve and other trade shows)
Visitor Promotions Director, Comexposium US
(owners of Curve and other trade shows)
What was your favorite trend of 2025?
NDS: Personally, I was really drawn to the rise of experience-led, sensory retail. The brands that genuinely became part of people’s everyday lifestyles were the ones that stood out the most.
KG: Sheer, mesh and semi-transparent styles are embracing a romantic sensibility with a gothic edge. At Curve, we love seeing ready-to-wear designers continue to blur the lines between lingerie and fashion, incorporating lingerie-inspired silhouettes on the runway. From social media to city streets, there’s endless creativity in how lingerie is styled and reimagined. Across fashion and music, the movement of innerwear as outerwear continues its momentum as an important fashion trend.
NH: My favorite trend of 2025 was the return to operational discipline. This was the year brands were forced to refocus on margins, inventory efficiency and SKU-level profitability. Retailers who leaned into discipline... Walmart, Costco, Abercrombie, AEO and TJX showed that tight assortments and strong unit economics win in a pressured market.
With growth slowing and consumer demand uneven, the companies that took a cleaner, more financially intelligent approach to product and inventory outperformed. It was a much-needed industry reset after years of inflated buys and channel overspending.
NH: My favorite trend of 2025 was the return to operational discipline. This was the year brands were forced to refocus on margins, inventory efficiency and SKU-level profitability. Retailers who leaned into discipline... Walmart, Costco, Abercrombie, AEO and TJX showed that tight assortments and strong unit economics win in a pressured market.
With growth slowing and consumer demand uneven, the companies that took a cleaner, more financially intelligent approach to product and inventory outperformed. It was a much-needed industry reset after years of inflated buys and channel overspending.
LLV: I am deeply passionate about "used/vintage" pre-loved merchandise, so watching that scale and creative retailers getting in the mix is a delight. Here's to more devotion and less consumption!
YZ: The shift from “AI as a shiny add-on” to AI as an integrated business enabler, supporting personalization, forecasting, inventory and CX in ways that drive both revenue and better human workflows.
YZ: The shift from “AI as a shiny add-on” to AI as an integrated business enabler, supporting personalization, forecasting, inventory and CX in ways that drive both revenue and better human workflows.
What’s one trend you hope will go away in 2026?
NDS: I’d love to move past the overly polished beach imagery, especially in swimwear, because it’s starting to feel dated. I’m hoping we see more real bodies, natural light and unretouched moments. The visuals that feel honest. Authenticity is always more persuasive than perfection.
KG: The “total naked” trend at awards shows, on celebrities or influencers on social media. With so many talented designers creating stunning lingerie at every price point, why skip the chance to showcase real style? There’s a fine line between confidence and clickbait—and fashion should always celebrate the former.
NH: I’d like to retire the aesthetic-first brand with no commercial engine behind it. 2025 was full of beautiful, hype-driven launches... celebrity beauty lines with weak differentiation, influencer-led DTC brands with no operational backbone and collabs executed for press rather than logic. We saw the industry oversupplied with brands built for Instagram before they were built for profitability. In a year where margins tightened and retailers were cautious, the brands that struggled most were the ones relying on vibes over viability. My thought still stands that if the brand looks better on Instagram than it performs on a P&L, it’s not a brand... It’s a moodboard.
L LV: Digital upsells and forced subscriptions. For the love of God, let us just order one. Promise, if I fall in love, I will re-order, but forcing the multi-purchases always results in a loss of purchase for me.
KG: The “total naked” trend at awards shows, on celebrities or influencers on social media. With so many talented designers creating stunning lingerie at every price point, why skip the chance to showcase real style? There’s a fine line between confidence and clickbait—and fashion should always celebrate the former.
NH: I’d like to retire the aesthetic-first brand with no commercial engine behind it. 2025 was full of beautiful, hype-driven launches... celebrity beauty lines with weak differentiation, influencer-led DTC brands with no operational backbone and collabs executed for press rather than logic. We saw the industry oversupplied with brands built for Instagram before they were built for profitability. In a year where margins tightened and retailers were cautious, the brands that struggled most were the ones relying on vibes over viability. My thought still stands that if the brand looks better on Instagram than it performs on a P&L, it’s not a brand... It’s a moodboard.
L LV: Digital upsells and forced subscriptions. For the love of God, let us just order one. Promise, if I fall in love, I will re-order, but forcing the multi-purchases always results in a loss of purchase for me.
YZ: The trend I hope goes away in 2026 is the idea that AI can replace human support and fix CX on its own. The retailers seeing the strongest results are the ones balancing AI with human expertise rather than trying to automate the human experience out of the equation. AI adoption in 2026 will focus more on data quality, workflow redesign and upskilling teams to work confidently with AI. Retail wins will come from people and AI working together.
Any predictions for 2026?
NDS: In our fashion category, quiet, elevated resort wear and swimwear are definitely taking the lead. People are becoming more intentional with what they wear and are leaning toward refined, timeless pieces that work for any place or occasion.
When it comes to shopping, social-first commerce will continue to grow, and AI-driven discovery is becoming a big part of how people find new brands. Swimwear, especially, thrives in these spaces, just look at Skims Swim, which keeps selling out thanks to TikTok moments and influencer-driven UGC.
KG: Versatility! Modern consumers are prioritizing multi-functional design and real value in everything they buy. The intimate brands who want to thrive in 2026 will offer pieces that move seamlessly between undergarments and ready-to-wear—think pretty bralettes, seamless bras, elevated loungewear and activewear that goes far beyond the gym. Lingerie is no longer defined by its function alone; it’s a form of self-expression reflecting mood and personal style.
NH: In 2026, I predict that AI becomes less of a buzzword and more of a margin internal engine. The differentiator is that here, it's not going to be in the consumer facing tools, but more in the backend. Fashion has been one the laggards in the AI revolution. I predict that AI will start to be leveraged to tighten buys, forecast demand with accuracy, reduce markdowns and expose SKU winners early. Retailers don’t need more data; they need cleaner decisions. AI will reward operational discipline and make guesswork impossible.
LLV: AI’s ubiquity is ushering in a new era of intentional creativity. As automation becomes standard, originality becomes the advantage. The brands that pair AI-driven efficiency with human perspective, story, product and emotion will rise above the noise. The future belongs to those who create with purpose, build with authenticity and think creatively.
KG: Versatility! Modern consumers are prioritizing multi-functional design and real value in everything they buy. The intimate brands who want to thrive in 2026 will offer pieces that move seamlessly between undergarments and ready-to-wear—think pretty bralettes, seamless bras, elevated loungewear and activewear that goes far beyond the gym. Lingerie is no longer defined by its function alone; it’s a form of self-expression reflecting mood and personal style.
NH: In 2026, I predict that AI becomes less of a buzzword and more of a margin internal engine. The differentiator is that here, it's not going to be in the consumer facing tools, but more in the backend. Fashion has been one the laggards in the AI revolution. I predict that AI will start to be leveraged to tighten buys, forecast demand with accuracy, reduce markdowns and expose SKU winners early. Retailers don’t need more data; they need cleaner decisions. AI will reward operational discipline and make guesswork impossible.
LLV: AI’s ubiquity is ushering in a new era of intentional creativity. As automation becomes standard, originality becomes the advantage. The brands that pair AI-driven efficiency with human perspective, story, product and emotion will rise above the noise. The future belongs to those who create with purpose, build with authenticity and think creatively.
YZ: 2026 will be the year retailers build AI enablement and skilling ecosystems across the workforce, especially store teams, merchandisers, planners and CX, with dynamic, scenario focused short-form training opportunities focused on AI fluency, human-AI collaboration, responsible AI and redesigned workflows that help people make smarter decisions with AI.
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