在柏林举行的世界零售大会上，高级零售业领导人承认，在动荡的环境中取得成功将取决于坚持品牌宗旨,、敏捷地前进，并与消费者建立更深,、更多的人际联系。
Senior retail leaders at the World Retail Congress in Berlin conceded success in a volatile environment will be determined by staying anchored in brand purpose, moving with agility and building deeper, more human connections with consumers.
VF Corporation, Lululemon, 阿迪达斯和 Ulta Beauty 的高管概述了零售商如何应对同步转型和近期压力,，同时平衡长期战略与消费者行为, 技术和全球市场的快速变化。
Executives from VF Corporation, Lululemon, Adidas and Ulta Beauty outlined how retailers are navigating simultaneous transformation and near-term pressure, while balancing long-term strategy with rapid shifts in consumer behaviour, technology and global markets.
在一次主题采访中, Bracken Darrell, 总裁 & VF Corporation 首席执行官, 强调，即使在扭亏为盈的情况下, 领导者也必须采取长期观点, 从保护业务: 其品牌的核心价值开始。
In a keynote interview, Bracken Darrell, president & CEO of VF Corporation, emphasised that even in turnaround situations, leaders must take a long-term view, starting with protecting the core value of the business: its brands.
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“归根结底，,品牌资产是这家公司最有价值的东西。因此, 保护这一点、尊重这一点、了解它、真正相信它并成为每个品牌的热情倡导者必须从起点开始,” 他说。
“At the end of the day, brand equity is the most valuable thing in this company. So, protecting that and respecting that and learning about it and really believing in it and becoming a passionate advocate for each one of the brands has to be where it starts,” he said.
达雷尔强调了优先考虑转型, 的重要性，重点是重置成本结构, 加强产品创新和建立更有效的营销引擎。他还指出人工智能是一个重大机遇,，同时警告不要短期炒作周期,，并强调随着技术加速变革,，零售业必须加倍重视人类, 现实世界体验。
Darrell highlighted the importance of prioritising transformation, focusing on resetting cost structures, strengthening product innovation and building a more effective marketing engine. He also pointed to AI as a significant opportunity, while cautioning against short-term hype cycles, and stressed that as technology accelerates change, retail must double down on human, real-world experiences.
快速变化的消费者是德勤, 全球零售, 批发 & 分销和消费品领导者 Evan Sheehan, 主持的第二场会议的焦点，领导人探讨了围绕健康, 个性化, 和社区的期望转变如何重新定义零售。
The fast-changing consumer was the focus of a second session moderated by Evan Sheehan, Global Retail, Wholesale & Distribution and Consumer Products Leader at Deloitte, where leaders explored how shifting expectations around wellness, personalisation, and community are redefining retail.
Lululemon, 的 Rachel Acheson, SVP, 首席战略官表示，品牌必须超越观察趋势，而要让自己沉浸在他们所服务的生活方式, 中，指出参与现实世界对推动创新的重要性。
Rachel Acheson, SVP, chief strategy officer at Lululemon, said brands must go beyond observing trends and instead immerse themselves in the lifestyles they serve, pointing to the importance of real-world engagement in driving innovation.
“我们一直在努力为跨职能创新和产品团队创造这些身临其境的体验,，我们将他们带入社区,他们花了一周时间上课,与大使交谈,与讲师交谈,与客人交谈,观察人们穿着,这对创新过程来说是变革性的,”她说。
“We have been really working to create these immersive experiences for cross-functional innovation and product teams, where we take them out into the community, they spend the week doing classes, talking to ambassadors, talking to instructors, talking to guests, watching what people are wearing, and it has been transformational for the innovation process,” she said.
她概述了 Lululemon 如何将这一理念融入其整个组织,，从招聘和员工计划到社区主导的创新,，同时保持明确的长期战略以及确定优先顺序和适应的纪律。
She outlined how Lululemon embeds this philosophy across its organisation, from hiring and employee programs to community-led innovation, while maintaining a clear long-term strategy and the discipline to prioritise and adapt.
对于 Adidas, 来说，欧洲, 零售和特许经营副总裁 Alexandra von der Gruen, 强调，本地化作为个性化, 的关键要素越来越重要，商店在提供相关, 体验主导型零售方面发挥着核心作用。
For Adidas, Alexandra von der Gruen, VP retail and franchise Europe, highlighted the growing importance of localisation as a key element of personalisation, with stores playing a central role in delivering relevant, experience-led retail.
“在谈论个性化,之前，我认为’是关于本地化的。我们的商店是人们体验品牌并与品牌互动的地方,，并且它’越来越与人们在寻找它的地方和何时寻找它,”拥有正确的品种相关，她说。
“Before talking about personalisation, I think it的 about localisation. Our stores are the place where people experience the brand and where they interact with the brand, and it的 more and more relevant to have the right assortment where people are looking for it and when they are looking for it,” she said.
她强调需要速度, 弹性，并授权本地团队应对不断变化的消费者需求,，并指出敏捷性现在已成为一项核心能力，因为计划越来越需要不断调整。
She emphasised the need for speed, resilience and empowering local teams to respond to changing consumer demand, noting that agility is now a core capability as plans increasingly require constant adjustment.
整个大会上出现的一个一致主题是，虽然包括 AI, 在内的技术, 将继续重塑零售,，但竞争优势将来自于将创新与清晰的品牌标识和真实的人际关系相结合。
A consistent theme emerging across the Congress was that while technology, including AI, will continue to reshape retail, competitive advantage will come from combining that innovation with clear brand identity and an authentic human connection.
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