Cannes_2026_THURSDAY_ISSUE_DIGITAL

Rebalancing the fashion offer Anna Marchesini, Head of Business Development at m1nd-set, drew on an exclusively TFWA-commissioned study into fashion in travel retail, exploring behavioural shifts and category dynamics across regions. Marchesini’s key message was that fashion in travel retail has strong potential, but it can no longer rely only on visibility, prestige or the idea that travellers will naturally browse because they have time. The category needs to work harder to prove its relevance in the travel moment. “Fashion shoppers are becoming more deliberate and more demanding,” Marchesini explained. “They are not simply browsing passively. Many purchases are decided in the airport, but they are not random. Among fashion buyers, around 50% planned to buy some kind of fashion item but decided in-store what exactly, while almost 30% bought completely on impulse. This shows that the airport still has a strong power to influence the final decision.” Marchesini also emphasised the importance of rebalancing the offer. “There is strong interest in premium brands, but also in accessible fashion. The opportunity is not only luxury. Travellers are asking for a broader, more relevant fashion mix, especially in the premiummiddle and accessible segments.” Creating relevance through experience Liam Dewis, Director – Travel Retail and Emerging Markets at Coach, emphasised that fashion in travel retail can no longer rely solely on product and location. Today’s traveller expects relevance, experience, and emotional connection. “One of the biggest shifts is that travellers are increasingly informed before they even arrive at the airport,” Dewis explained. “Many have already researched products online, engaged with brands through social media, and formed purchase intentions before entering a store. We’re also seeing growing demand for personal expression, authenticity, and experiences. Younger consumers want to engage with brands that reflect their identity and values, and they are often looking for something memorable rather than simply seeking a discount.” Fashion forward: The new rules of engagement Yesterday morning’s workshop – ‘Fashion forward: the new rules of engagement’ – examined how industry stakeholders can adapt their offer, storytelling and in-store experience to drive sales and unlock future growth. Fashion has long held a prominent place in the retail mix as one of travel retail’s core categories. But as passenger behaviours and expectations evolve, continued success can no longer be taken for granted. Dewis also highlighted three major opportunities for fashion in travel retail: • “The continued growth of international travel and the emergence of new global hubs, particularly across the Middle East and other fast-growing markets, will create significant opportunities for customer acquisition and brand-building.” • “Gen Z travellers will have an increasingly important influence on the category. They prioritise experiences, self-expression, and authenticity, which creates opportunities for brands willing to innovate and engage in new ways.” • “Experiential retail will become even more important. Personalisation, immersive activations, co-creation opportunities, and digitally enabled experiences will help transform airports from shopping locations into destinations in their own right.” Bringing luxury seamlessly into the travel journey Stefan Dembinski, President of EOS, made the case that key airports and terminals can become a meaningful, complementary part of the luxury experience – not a diluted version of it. Dembinski highlighted changes in how travellers, discover, shop for and engage with luxury fashion today, in particular the growing gap between the accessibility Anna Marchesini, Head of Business Development, m1nd-set; Stefan Dembinski, President and Founder, EOS; Liam Dewis, Director, Travel Retail & Emerging Markets, Coach; and Nicole Daniells, Member Services Manager, TFWA. of brands thanks to the social media and digital world and the scarcity and selectivity that define luxury. “Discovery today rarely starts at the airport – travellers have often already discovered a brand or collection on social media, researched a specific item online, or visited a boutique before they even started travelling,” Dembinski explained. “So the airport isn’t necessarily the starting point of the journey anymore; it’s one more touchpoint in a journey that began elsewhere, which means it has to be perfectly aligned with the brand’s values to make sense as part of that journey. As for engagement, consistency of the brand experience matters more than ever, wherever that touchpoint happens to be. The real challenge for airports is to recognise these different customer journeys, particularly for the luxury client, and to deliver the same seamless experience as the domestic market while absorbing everything specific to an airport.” Scan the QR code to share your feedback on yesterday’s ‘Fashion forward: The new rules of engagement’ workshop. The survey only takes a few minutes to complete. Thursday 1 October 2026 6 T F W A D A I L Y