Never run out of retail ideas again.
Welcome to Retail Ideas, the resource I wish existed when I was sitting across from my first luxury brand CEO, wondering why their competitors were growing faster with half the marketing budget.
I share one powerful retail tactic every week. Each idea is:
Battle-tested — drawn from brands that have already proven it works at scale
Counterintuitive — the ideas that make you stop and re-read the sentence
Actually actionable — you can brief your team on Monday morning
What you’ll get
Every week, one idea lands in your inbox. It takes under two minutes to read. It will make you think differently about a decision you are probably making right now.
Past ideas have covered:
How Hermès uses purchase history — not a waitlist — to gate its most desirable products
Why Patek Philippe killed its bestselling watch at peak demand and made it worth 7× more overnight
The Nike algorithm that turns rejected customers into the brand’s most loyal ones
How Zara generates 17 customer visits per year without a loyalty programme, a discount, or an ad campaign
These are not trend reports. Not VC hot takes. Not generic “omnichannel strategy” frameworks.
They are the specific, documented tactics that the world’s best retailers have already run — compressed into something you can actually use.
Who is this for?
Retail Ideas is written for the people running retail brands — CEOs, commercial directors, heads of business — at premium and luxury brands across Europe, the US, the Middle East, and Asia.
If you are responsible for revenue at a retail brand and you want to know what the best operators in the world are doing before your competitors do — this is for you.
About me
I’ve spent the last decade inside the world of premium and luxury retail — working with brands like Giorgio Armani and Golden Goose on the systems, strategy, and customer experience decisions that determine whether a brand compounds or plateaus.
What I’ve noticed, sitting in those rooms, is that the most valuable retail insights are almost never in the public domain. They live in founder conversations, in post-mortems, in the data behind a decision someone made that looked crazy at the time and turned out to be the whole game.
Retail Ideas is my attempt to put those insights in one place — one week at a time, in plain English, with no fluff and no agenda.
I read every reply. Say hello.
— Susan
