World Retail Congress

The presentation explored how growing up amid economic uncertainty, digital saturation and constant change has shaped Gen Z consumers’ understanding of value. For this generation, purchases are not just a way to meet practical needs, but also a means of expressing identity and finding emotional fulfilment. The students highlighted a shift from conspicuous consumption to a “You Only Need One” mindset, placing greater emphasis on accessibility, convenience and quality rather than price alone. Against this backdrop, the students identified ten emerging brands that they believe have the potential to become the next major global brands. The brands span beauty, fashion, lifestyle, and food and beverage (F&B) and come from China, Hong Kong and Indonesia. Through familiar digital channels, community engagement and culturally relevant experiences, these brands connect with young consumers and become part of their everyday lives.

Beyond presenting, the students had the chance to attend keynote speeches by representatives from companies such as YouGov, Essence, Bluebell and Lacoste, and to network with retail leaders including Ms. Jennifer Woo, Chairman and CEO of the Lane Crawford Joyce Group, and Mr. Ian McGarrigle, Chairman of WRC. These exchanges extended their learning beyond the classroom and offered a closer view of the retail industry.

SFT extends its sincere appreciation to WRC for providing students with the opportunity to present their perspectives on an international industry platform. SFT also warmly thanks Prof. Magnum Lam and Prof. Chan Hau-ling for their dedication, guidance and support throughout the project.

This year, the competition challenged the teams to address the theme “Reimagining the Store in the Age of AI”. In response, the PolyU team developed an innovative strategic model for the beauty retail sector, anchored by the philosophy that “Technology Supports Decisions, People Build Trust”. Recognising that the modern beauty market is flooded with an overwhelming variety of products and choices, the students conceptualised a framework to eliminate consumer decision fatigue. Their proposed strategy highlighted the critical importance of integrating both the analytical precision of AI and authentic empathy of human beauty advisors in the future of retail. This synergistic approach can help retailers drive continuous innovation, offer highly personalised services, and more accurately conduct market forecasting. Furthermore, the proposed strategy empowers shoppers to confidently navigate a saturated beauty landscape so that they make logical and well-informed choices.  

The team showcased their talents on a global stage, and competed against students from six other universities: École des Hautes Études Commerciales du Nord (EDHEC) Business School (France), ESCP Business School Turin (Italy) Campus, Fashion Institute of Technology (USA), London College of Fashion (the UK), University of Amsterdam (The Netherlands), and University of Cape Town (South Africa). Profs. Lam and Chan, along with the students, would like to express their heartfelt gratitude to Ms Jennifer Woo, Chairman and CEO of The Lane Crawford Joyce Group, for sponsoring the PolyU team’s participation in this prestigious international competition. Lane Crawford is empowering emerging talent and grooming the next generation by connecting young talents with invaluable opportunities in the fashion industry. In addition, Profs. Lam and Chan extend their sincere appreciation to the Dean of SFT, Prof. Erin Cho; Associate Dean, Prof. Joanne Yip; and Associate Professor, Prof. Ho Chu-po for their invaluable advice and support to the team.    

About the World Retail Congress  

The World Retail Congress is an annual event that connects influential leaders, executives, technology experts, stakeholders, and academics from around the globe to explore opportunities and tackle challenges within the retail sector.

A special shout-out to Mr Anthony Keung, President & CEO of Fenix Group Holdings Ltd, Profs. Joanne Yip and Ho Chu-Po, for their invaluable advice and support.