The NYC Retail Blueprints

By Meline de Jong, Marketing Specialist

Every year, Kega and its partners organize an NRF Business Trip: a 5-day program where we head to New York with a group of approximately 50 retailers and partners. On the agenda? A visit to the world’s largest retail trade show (NRF Big Show), inspiring Retail Safari Tours, and, of course, plenty of social activities—from networking to an ice hockey game at Madison Square Garden.

This past January was the first time I, as a 23-year-old marketer at Kega, got to join. And let’s be honest: as a 23-year-old "digital native," I look at a physical store differently than the generations before me. To me, shopping isn't purely about browsing products or the transaction itself. I can do that much faster online.

During the Store Tours, guided by our strategist Dirk van Eunen, we visited dozens of stores. These are the retail concepts that stood out to me most through my Gen Z lens in the streets of Manhattan.

1. ALO

What immediately struck me upon entering was the incredible politeness of the staff. We were greeted with a genuine "How are you doing?" and "If you need help, don’t hesitate to let us know." This warm welcome was actually the standard in almost every store we visited. Here, the team was decked out in Alo apparel and stood ready to assist without being pushy.

ALO is a luxury activewear brand that sells a complete lifestyle. Made famous by icons like Kendall Jenner and Hailey Bieber, ALO taps perfectly into the current wellness trend. The store radiates a "clean" and "in control" aesthetic, making it feel like you’re purchasing a membership to an exclusive community. That $135 price tag for a pair of leggings? It suddenly feels completely logical, even though you could head to competitors like Gymshark for half the price.

2. Aritzia

I saw that same high level of service at Aritzia. The employees here didn’t feel like salespeople trying to hit a target, but like "peers": stylish contemporaries who were genuinely happy to help and looked great themselves (wearing Aritzia outfits, of course).

The staff was also very proactive. The moment you had clothes in your hands, they were taken from you and brought straight to a fitting room. I also noticed how seamlessly they communicate with each other via headsets.

And as a marketer, I can't ignore one specific detail: the bag. The iconic Aritzia shoppers with their artistic prints are a status symbol in their own right. You see them everywhere, both on the street and online. For the brand, this is a brilliant form of free marketing.

3. Glossier

Another store that screams "aesthetic" is Glossier. The shop doesn't feel like a point of sale, but like one giant content studio. The lighting is perfect, the pink details are iconic, and the layout ensures it never looks cluttered.

It works like this: you test the products extensively and then place your order with an employee wearing a recognizable pink jumpsuit. They enter your order on an iPad, after which you can relax in a special lounge until your name is called at the pickup counter.

I think it's a clever concept: while the girls test the products, partners or friends can sit comfortably. It creates a very casual, social atmosphere where you see everyone experimenting with the products. Online, Glossier—and its specific viral products—is huge among Gen Z girls. You feel that energy the moment you step inside: the online "fandom" flows effortlessly into a physical experience.

4. Tecovas

When it comes to hospitality, Tecovas truly stands out. It doesn't get more American than this. They sell cowboy boots, hats, belts, and apparel, but what they’re really selling is the feeling of the Wild West with a modern twist.

They call their concept "Radical Hospitality." And you feel it: upon entering, you aren't bombarded with offers, but are instead offered a drink at the large bar in the middle of the store.

The "Cowboy Core" trend is massive right now, and I saw that reflected in the crowd. Groups of fashionistas were enjoying drinks in the lounge while others tried on boots. Because of this, it doesn't feel like a "standard" store at all, even though those boots aren't exactly cheap. Through this atmosphere and extras like free leather polishing or personalization, they turn a simple shopping trip into a real event.

The Key Takeaway

The most important lesson I’m taking home from the streets of New York? For my generation, the store is no longer just a place to "pick up stuff"—we can do that from the couch in three clicks. The store is where you truly meet the brand. The transaction is no longer the primary goal; it’s the logical result of a great customer experience.

Brands like Tecovas, Alo Yoga, and Glossier understand this better than anyone. On the high street, they aren't fighting for the lowest price, but for the highest "likability" factor through service and hospitality. In-store, you’re buying the experience, and that impact extends far beyond the physical walls. Because of that positive experience in Manhattan, I know I’ll be much quicker to browse and shop with these brands online as well.