Consumers skip ads but not rewards. Fetch drives performance with 12.5M+ monthly users and 11.5M+ receipts scanned daily, capturing 88% of household spend. Your brand becomes the reward earning real engagement, verified purchases, and lasting loyalty. Fetch: America’s Rewards App. Where brands are the center of joy. Learn more at business.fetch.com.

Suzy Davidkhanian (00:00):

Consumers skip ads, but they don't skip rewards. Fetch drives performance with over 12.5 million monthly active users and over 11.5 million receipts scanned daily, capturing 88% of household spend. Your brand becomes the reward, earning real engagement, verified purchases, and loyalty. Fetch, America's Rewards app where brands are the center of joy.

(00:28):

Hi, everyone. Today is Wednesday October 29th. Welcome back to Reimagining Retail, an EMARKETER podcast made possible by Fetch. This is the show where we talk about how retail collides with every part of our lives. I'm Suzy Davidkhanian, your new host, taking over from Sara Lebow. And today I'm really excited to dive into one of my favorite episodes, The Unofficial Retailer's Ranking for October, 2025. This is where we rank the most interesting retail moves this month. Not necessarily the biggest, but the ones that made us say, wait, that's clever, or they did what? So joining me for today's episode, we have a full house in our New York City Studios, Analyst, Arielle Feger.

Arielle Feger (01:12):

Hi.

Suzy Davidkhanian (01:13):

Hi.

Arielle Feger (01:14):

Congratulations on being the new host.

Suzy Davidkhanian (01:16):

Oh my gosh. Thank you.

(01:18):

Senior Analyst, Blake Droesch. Hey, Blake.

Blake Droesch (01:20):

Hello, everyone. Good to be here.

Suzy Davidkhanian (01:22):

So happy to have you here.

(01:24):

And Analyst, Rachel Wolff.

Rachel Wolff (01:25):

Hey, Susie, excited to be on your first official episode as host.

Suzy Davidkhanian (01:30):

Thank you.

Arielle Feger (01:31):

Official unofficial rankings. I love it.

Suzy Davidkhanian (01:31):

I love it. Thank you, guys. Okay. So before we get started with our most interesting unofficial list, let me quickly walk our new listeners through the rules. So we have a committee, Arielle, Becky, and our newest member, Emmy, and I, we put together our unofficial list of interesting retailer moves this month, and in the first half of the episode, the committee representatives, so this time it'll be Arielle and I, will count down our list and we'll discuss the standout moves across tech, stores, and collabs. And then in the second half of the episode, our podcast regulars, Blake and Rachel, they'll get to introduce a new player, so that means that they'll have to knock off one of our players. They'll either move a retailer up or down, or maybe they'll just agree with us.

(02:20):

Arielle, I think I have number eight. So it's Bobbie. For those of you who don't know, it's a mom founded organic infant feeding company and most recently they partnered with Cardi B, who's expecting her fourth child, as Chief Confidence Officer for the B is for Bobbie tagline. And we thought that this was a really bold message. Not only is it about using pop culture, but it's also this idea around how you can make choices that are right for you, and that might mean formula and that's okay. And they're trying to really call out that this is no longer a stigma to use formula. So it's really quite an interesting way to do purpose marketing, to bring a brand out in a way that we weren't expecting that was probably not on a lot of people's radars, but everybody's talking about it now.

Arielle Feger (03:06):

Yeah. I like this. It's just fun. Cardi B is such a brass, bold personality, and I think something that moms, I think, could really use as someone who's confident and who's unapologetic and I think it's a great pairing.

Rachel Wolff (03:26):

I like that there's an advocacy aspect to the campaign as well. So there's a hotline where people can call in and share their own stories about parenting, which will then be sent to lawmakers. So it's I think a really great way of obviously raising awareness of the brand but also driving attention toward larger issues.

Suzy Davidkhanian (03:44):

That's a great point.

Arielle Feger (03:45):

Yep.

Suzy Davidkhanian (03:45):

We love that. We also love number seven, Bombas. Tell us more.

Arielle Feger (03:51):

Yeah. So Bombas a long-time D2C brand is finally opening its own retail locations. It's starting with three, and so it sold its products in stores before in other retailers, but this is the first owned store. And it's interesting because the question kind of is why now. Feels like this was a move that could have or should have happened maybe five, 10 years ago. But at the same time I was thinking about it and I was like, maybe they are also being really smart about it. They have built their brand. They have a loyal following. They've done their due diligence of creating a larger audience through their retailer partnerships, and now that they're on more solid ground, this is a good time to expand. So I was at first a little like, oh, this is a interesting timing, but honestly it makes sense. I feel like this could be the logical next step for them.

Suzy Davidkhanian (04:50):

I agree. Plus there are a lot of other random one-off sock brands coming up, so it makes sense that they want to secure their place as that original digitally native brand in the sock category.

Rachel Wolff (05:02):

I also didn't know that apparently a quarter of the revenues comes from slides and slippers, so having their stores would be a great way to drive awareness of those other categories that they're not known for through their extensive podcast advertising network.

Blake Droesch (05:15):

Yeah. I was thinking the same thing. When my first impression was like, okay, well who's going to drive to the store just to buy socks? Right? So retail partnerships, it makes sense. Maybe if you open up a store in Times Square, at a mall where there's a lot of natural foot traffic, but then when you learn about the fact that they're trying to expand into footwear, obviously that's something that people want to go, try it on, touch and feel the product, so it makes more sense maybe from a revenue stream model and not just marketing. Right? If it was just socks and they wanted to build the brand up a little bit, a couple strategically placed stores makes sense. But if they get more into footwear and slippers and stuff, then maybe scaling the store model is the way to go.

Suzy Davidkhanian (05:56):

Yeah. Well, speaking of scaling, that takes us to number six, Depop, which many of it's a fashion resale app. And the reason why I was tying it to scaling is because we have them on our list. They just introduced a new brand campaign around where taste recognizes taste, and they're reframing the whole idea around resale with this new launched feature doohickey thingamabob on their app that's called Outfits that looks a little bit more like a Pinterest move where you can peg things together that's part of the resale platform to help you really discover and create that cool styled look and then make the purchase. And so that's definitely a really good way to scale resale when it's a lot of onesies and twosies that seem so disparate in the collection.

Arielle Feger (06:45):

Yeah. And the visual part of it is also really important. We know that people, especially Gen Z, they're visual shoppers. They want to see how things will look and, yeah, I agree, this is a great way to get that whole outfit look and kind of say, okay, you like this leather jacket, here's some pants to go with it.

Suzy Davidkhanian (07:04):

Right? And it's like how do you help complete the look and remove friction?

Arielle Feger (07:09):

Exactly. And that's, again, helping customers and then also helping to increase basket size so...

Suzy Davidkhanian (07:15):

100%.

Arielle Feger (07:16):

... win-win.

Suzy Davidkhanian (07:16):

Speaking of win-win, I don't know, this one's too hard of a transition for me, you guys, I don't know. We had a lot of discussion about number five, and somehow it made it not only on the list, but it's number five because in some ways it's very clever.

(07:32):

Arielle, take it away. What's number five?

Arielle Feger (07:34):

I've been designated the person to talk about this 'cause talk about anything with anyone. So SKIMS has introduced a line of underwear. They are G-string underwear that are adorned with fake pubic hair. It comes a large range of sizes and 12 different colors. People are talking about it. It's controversy. It's edgy. It's a little weird. People have a lot of different opinions on it. And I think Kim Kardashian, SKIMS, they are no stranger to controversy, no stranger to drumming up lots of social talk, and this is just another one of those things. And I personally think it's kind of fun. You know, I think it's different.

Rachel Wolff (08:16):

Yeah. I mean I think as a marketing stunt, it did exactly what it was meant to do, right, which is get people interested, get them to the website to look at what this thing is, and then maybe click around and see some other maybe less controversial items. But they've done this before. They had the face wrap, which was supposedly resembled something that people wear after plastic surgery. And that one Sir Anthony Hopkins wore that, so if you can turn Sir Anthony Hopkins into a SKIMS customer, then you're doing something right.

Arielle Feger (08:48):

And the line sold out, so people did buy them.

Suzy Davidkhanian (08:51):

I mean, this is the thing, did they really make enough for it to sell out or, I mean?

Arielle Feger (08:55):

That's a great question.

Rachel Wolff (08:56):

There are four or five star reviews on the website.

Suzy Davidkhanian (08:59):

There are?

Arielle Feger (09:01):

We should maybe extracurricular is go back and read some of those reviews.

Suzy Davidkhanian (09:05):

I can't believe that. That's amazing. I know it certainly brought a lot of conversation on my Instagram feed of some very big, big players. So that was kind of fun.

(09:16):

Blake, what do you think?

Blake Droesch (09:18):

No comment on this one.

Arielle Feger (09:19):

Fair enough.

Suzy Davidkhanian (09:19):

Okay.

Arielle Feger (09:19):

Fair enough.

Suzy Davidkhanian (09:22):

Well then to recap at number eight, we have Bobbie; number seven, Bombas; number six, Depop; and number five SKIMS, which takes us to number four, Vita Coco. Most of you will know it's a 20 plus year old brand. It's a coconut water brand. It's probably one of the first ones, I think. And we have them on the list because they have a collaboration for Halloween with Labooboo. But I think it's worth noting that the kit, which comes with collectible doll costume and a bunch of other things, and it is only for loyalty members, is also not a hundred percent a collab. They have made costumes for Labooboo dolls, but there is a little asterisk on their website that says that it is their doing versus an official collab. But it has gotten all of us to talk about it. I didn't realize that the CPG brand had a loyalty program that's called The Grove. So they're definitely doing some smart things to drum up business.

Arielle Feger (10:16):

Yeah. I mean, I think consumers are probably not paying attention to that asterisk. I think, it's, everyone was crazy about Labooboos and it's Halloween. It's fun. It's exciting.

Suzy Davidkhanian (10:31):

It's true. They've tied a lot of different pop culture moments to create this fandomness. Right?

Arielle Feger (10:36):

Yeah.

Blake Droesch (10:36):

Yeah. I agree. And as someone who learned about Labooboos on this podcast in real time, I now understand the cultural gravity of the Labooboo craze. And I do think it's a good idea of like it is an unofficial collaboration. It feels like it's a little bit like we're going to jump on this to try and drum up a little bit of noise. And in a way it's a little bit aggressive, I think, because it is not official. But I think that's a good thing. I think it's particularly a CPG brand that's trying to drum up a little bit of loyalty or create a little bit more loyalty for their specific product, which is difficult. You need to be creative. You need to be aggressive. So I think it's a smart move.

Rachel Wolff (11:22):

Yeah. I think it's interesting, but I guess I just question whether it's original. I mean, I've seen so many different brands try and cash in Labooboo phase. I saw like Olive Garden had something about Labooboo. So I think when everybody is doing it, does it really make Vita Cocoa special? I don't know.

Arielle Feger (11:39):

It's a fair point.

Suzy Davidkhanian (11:40):

That's fair. Yeah. The only thing which they're clever, but everybody does it, right, it launches on a day. It's limited quantities. Everybody's got to run to it. So it is going to certainly see a bump in sales, but yeah, maybe not as original as some other campaigns like the SKIMS, very original. So that takes us to number three, Gap. Why Gap?

Arielle Feger (11:58):

Gap has launched a creator and affiliate advocacy program. And this is essentially it's like a centralized hub to help creators engage more deeply with the Gap brands, including Old Navy, Gap, Banana Republic, Athleta. You know, I think it's really clever because it gives creators a one hub to access new releases, product seeding, exclusive promos, and it makes it easier for the creators, and it also makes it easier for the brands to connect with these creators. And I also wonder if it maybe helps with data too. I wonder if having one united program can give Gap a little more insight into how all of their creator programs are performing across the portfolio. So this feels like a really interesting way as creative marketing grows to really streamline and organize that.

Suzy Davidkhanian (12:51):

Gap is really one of the first loyalty programs that was Gap, Inc. So the loyalty program ran around all four versus a lot of other brands that it doesn't. So that's probably there is something to the data sharing. What do you guys have to say about Gap? What do you think We put it at number two.

Rachel Wolff (13:06):

I think what I find interesting is the range of creators that they're working with. As long as you have, I think it's a thousand followers, you can join the program, and I think that's a smart move. If you have more creators, that just means more available content. It gives you more opportunities to maybe target your messaging for very specific audience segments instead of the broader brand level, brand awareness marketing. So I think it's a smart move.

Blake Droesch (13:30):

I think it's interesting. A lot of these affiliate programs that I've seen are coming from bigger retailers, and I think Gap to do sort of a self-service creator program, it makes me wonder if it's actually going to be super successful because there has to be, creating content is a big effort, and if creators are making Gap content and then they don't see any benefits from it because people aren't buying the products, then it makes me question how long and how successful is this program actually going to be? As opposed to like creators wanting to use the Amazon affiliate program, which is not guaranteed, but has a much higher probability of being successful for them. So I think it'll be interesting to see how it actually scales.

Arielle Feger (14:28):

Agreed.

Rachel Wolff (14:29):

Yeah.

Suzy Davidkhanian (14:29):

Although I do think nowadays you have to be everywhere all the time. Which brings us to number two, Walmart.

Arielle Feger (14:37):

Great transition. Love it.

Suzy Davidkhanian (14:38):

Thanks. So Walmart, why did we pick Walmart for number two? Well now everybody's been talking about this. How can we not be talking about this? It's partnering with OpenAI to let customers shop via ChatGPT. It's the first person, first retailer making this big move. It's very controversial right now in commerce, but it is definitely more than that for Walmart in terms of they're really trying to signal, again, we've been talking about this a lot, signal that they're not a dated retailer, but that they are really tech forward and they want to jump in on all of the different tech headlines, so for that, we put them at number two.

Arielle Feger (15:16):

Yeah. I think it's really interesting, especially, I mean I know we compare Walmart and Amazon quite a lot, but I feel like it's a natural comparison to make and I feel like it is distinct from Amazon, which is kind of really focusing on its own age agentic kind of experience, Rufus, which makes sense. But Walmart is saying, and they have their own bot, but they are also now opening up to ChatGPT and I think it's just smart to go where the consumers are and be proactive again about where those consumers are.

Blake Droesch (15:54):

Yeah. I think Walmart is always sort of at the forefront of these things. They were really quick to partner with TikTok and connected TV platforms on shoppable media, and it's just a natural fit for a retailer with so much money to throw around to try to be ahead of the curve wherever it may be leading. I don't know if it's necessarily, I mean it's certainly sort of the tail wagging the dog a little bit because consumers are not using AI agentic commerce in any meaningful way right now. But there's a lot of speculation that it will become, if not a large component, at least a component of driving, shopping, discovery. So it makes sense for them to be experimenting in this field right now.

Suzy Davidkhanian (16:50):

And really experimenting is critical in retail as more and more brands and more and more channels pop up, you have to really see what works for you. So before we reveal number one, let's take a look at our list. Number eight was Bobbie; number seven, Bombas; number six, Depop; number five, SKIMS with their new product launch; number four, Vita Coco; number three, Gap; number two, Walmart, and our number one. Do you want to tell us who it is?

Arielle Feger (17:17):

Drum roll please. It's Ulta. And the reason Ulta made the number one spot is for its new marketplace. It's a new marketplace on both its website and app. I think what is interesting to me is that it's invite only. I don't know, I guess, how much control other retailers exert over their own marketplaces, but I think the ability to really curate the exact right products, the right quality products is something that will help Ulta stand out. It's just, again, an expanded assortment for customers. And I think it's just a smart move and a more monetizable ad space for its retail media network, which again is something that makes a lot of sense considering where we're at.

Suzy Davidkhanian (18:10):

More data.

Arielle Feger (18:11):

More data, more ads, more makeup.

Blake Droesch (18:14):

It'll be interesting to see how their marketplace can compete though with particularly Amazon and Walmart 'cause we've seen them doing so well in the beauty space for many years. And there's going to have to be, whether there's a loyalty component or just a product selection component, it's going to have to be something that's going to convince consumers who are already buying their beauty products through Amazon, probably with a prime membership, probably getting those products very quickly, maybe reoccurring subscriptions, things like that over to Ulta. Right? I think it's a natural space they have to sort of move into the marketplace component because of the fact that this is such a fast growing segment of e-commerce, but it's also one of the most competitive spaces. So it'll be really interesting to see how they fare. They're very proficient in all things digital, so I think they're well positioned. But I think no matter how well positioned you are when you're going up against Amazon, the odds are always against you.

Rachel Wolff (19:18):

Yeah. And I also wonder if that curated approach kind of works against them. Right? Because it limits the amount of new products say, or new brands that they can add to their website or their marketplace, in which case, again, that just drives people back to Amazon, to Walmart, to the marketplaces that have the selection that people want.

Suzy Davidkhanian (19:34):

I do think in their favor though is that they are cultivating their own brands, and people don't understand what a marketplace is. And so you don't know if it's a 3P or 1P when you're shopping, and Ulta is going after all of these very niche Korean, Japanese masks and stuff that maybe on Amazon you're worried it's a dupe and so you're not going to get it, but you have that legitimacy from Ulta.

Arielle Feger (19:56):

Yeah. And I think Ulta has a pretty strong loyalty following, and I think that is going to really be where this shines is the people who are already shopping at Ulta, who have an affinity for it, and now who are like, oh, they have this now and they have this now. And I think that's that's going to be its strong suit.

Suzy Davidkhanian (20:18):

So many great retailers to choose from. So we have two other honorable mentions, Ikea for being so open about the price increases. It sort of attributes to tariffs. They're not doing it in a very marketing splashy kind of way, but they're being just very intentional and transparent about what categories and what raw materials are being impacted by tariffs and therefore impacting their own business, and it's not across all of their categories. And we also had Amazon. Tell us more, Arielle.

Arielle Feger (20:48):

It's a mixed bag, two reasons. We added Amazon to the list in numbers and it started live stream commerce with Twitch, so shoppable live stream ads, which is really interesting. It's once again another monetizable surface for Amazon to expand its ads. And Twitch, I think, is a pretty unique platform that has a pretty loyal and dedicated consumer base. So I think that could just really make some interesting partnerships and some interesting moves there. On the other hand, Amazon just closed a few of their Amazon Fresh stores and the grocery path that Amazon has been on has been very confusing, very windy. They're opening stores. They're closing stores. So it's really unclear what they're trying to do here. So again, a little bit of a mixed bag there with Amazon.

Suzy Davidkhanian (21:39):

Cool. So that's our list. Now it's your turn.

(21:47):

Blake, what are you thinking?

Blake Droesch (21:50):

I will say that I think this list is, it's been a bit of a slow month. There wasn't like a ton of innovation, things that have been done before-

Suzy Davidkhanian (22:00):

Blake wants my vote.

Blake Droesch (22:02):

I think, no, don't worry. I'm still going to have an opinion, but I just want to say I'm a little disappointed in retail news for this month.

Arielle Feger (22:11):

That's so crazy. We walked away from this list being like, wow, we really like this list. This was a good month for us.

Blake Droesch (22:16):

I don't think so. I think there's nothing.

Suzy Davidkhanian (22:17):

What did we miss?

Blake Droesch (22:20):

I'm not saying we missed anything. I'm not saying the podcast missed anything. I think the industry, as a whole, there just hasn't been that much excitement. It's just retailers doing what they are supposed to be doing. Right? Walmart is going all in on the next technological innovation. They're raising prices because of tariffs. They're partnering with creators. They're opening stores. Not much new under the sun.

Arielle Feger (22:45):

If you put it that way.

Blake Droesch (22:46):

Anyways.

Suzy Davidkhanian (22:47):

So then what would you move? I guess I was just perfect.

Blake Droesch (22:52):

And I think it is a little bit nuanced, but I would move Bombas up actually.

Suzy Davidkhanian (22:57):

To what?

Blake Droesch (22:57):

I'd put them in like the four spot because I think there is, this is, again, they're doing what a brand is supposed to be doing, but I think they're just a company that is exemplified doing D2C the right way, and they are the type of brand that I feel like opening stores and growing and expanding into different verticals is actually going to help bolster their business rather than cripple it. Right? Because this is the sort of phase of a lot of D2C brands where it's sort of do or die. You either grow into this retail partnerships, opening up stores, expanding into different products, or you're never going to continue to grow. And then a lot of rush into it. They don't have a solid brand, and they just start to flat line. I don't think that's going to happen with Bombas. I think it's going to be a very successful company. They've done almost everything right in the D2C playbook, and now they're sort of transitioning to that more traditional brand at...

Suzy Davidkhanian (24:01):

It's more grown up.

Blake Droesch (24:03):

... at the right time. Yeah. At the right time.

Arielle Feger (24:05):

I can give points to quote doing everything in the D2C playbook. I think that's something we've seen a lot of companies not do well.

Blake Droesch (24:14):

Easier said than done.

Arielle Feger (24:15):

Yeah.

Blake Droesch (24:15):

Yeah.

Suzy Davidkhanian (24:16):

I also love them 'cause they donate to an organization I volunteer for.

Arielle Feger (24:19):

Oh. Yeah. I do love that they do have a charitable side to their brand, and that's always exciting and fun.

Suzy Davidkhanian (24:27):

So does that mean you just move it and then knock everybody down one or are you introducing a new player at the same time?

Blake Droesch (24:32):

No. I would just knock everything down.

Suzy Davidkhanian (24:34):

Okay. What about you Rachel? What's your move?

Rachel Wolff (24:37):

So should I add mine now or should I move and then add?

Suzy Davidkhanian (24:40):

Let's move and then add.

Rachel Wolff (24:42):

Move and then add.

Suzy Davidkhanian (24:42):

'Cause what would you remove? Let's talk about what you would remove.

Rachel Wolff (24:45):

So I think, I mean, you probably guessed this based on my earlier comments, but I think Vita Coco should be not be on the list. Not to knock Labooboos or Labooboo craze, but as I said, I think this is something that every brand pretty much is doing or trying to do, and it did work for them. I think it sold out almost immediately. But again, it's Labooboo. Everybody wants everything Labooboo for now, and I don't know that it has necessarily lasting rewards for the company.

Suzy Davidkhanian (25:15):

Okay. So then what would you move into our list?

Rachel Wolff (25:21):

So I would add, it's kind of two companies, but Kering selling their beauty division to L'Oreal for a cool 4 billion euros. And I think this is a big move for both companies. Right? For Kering, it's a retrenchment. It's a whole new strategy under their new CEO. But for L'Oreal, I mean, this is a huge opportunity for them in the luxury beauty space, especially in fragrances, which is the fastest growing category right now. And it could really reshape that landscape at the top end of the luxury beauty market. So I think for me, that's a pretty big move.

Suzy Davidkhanian (25:57):

To be fair, that came up after we made our list because I agree it is kind of a bold thing, and it does make a lot of sense.

Arielle Feger (26:07):

It's hard 'cause I don't get excited about...

Suzy Davidkhanian (26:10):

Mergers.

Arielle Feger (26:10):

... mergers and acquisitions very much. I think they're kind of boring and like, okay then, which you could say about a lot of this stuff. So that's just it's personal opinion.

Rachel Wolff (26:19):

It's getting into an existential crisis.

Blake Droesch (26:22):

Yeah.

Suzy Davidkhanian (26:23):

But it is a good point. Where would you put them if we went with like, yeah, okay, maybe it's a good move for L'Oreal. I think it's definitely a better move for L'Oreal than before.

Arielle Feger (26:31):

I agree.

Suzy Davidkhanian (26:31):

Yeah.

Arielle Feger (26:32):

Yeah. I would say L'Oreal would be the...

Suzy Davidkhanian (26:34):

Winner.

Arielle Feger (26:35):

... the winner here.

Rachel Wolff (26:36):

Yeah. For sure.

Suzy Davidkhanian (26:36):

Definitely not Coty, poor Coty.

Rachel Wolff (26:39):

So I would say, well, so if we're moving Vita Coco off the list, I would kind of just replace that...

Suzy Davidkhanian (26:46):

Oh. To number five?

Rachel Wolff (26:49):

... number four. Yeah. Oh yeah. We've shifted everything down.

Suzy Davidkhanian (26:50):

Yeah. Oh. I don't know.

Arielle Feger (26:54):

I'm not sure how I feel about that, Rachel.

Rachel Wolff (26:56):

Sensing resistance.

Arielle Feger (26:57):

I think that it's worth putting on the list because it's a pretty big deal. I think comparing, it's hard to compare the SKIMS pubic hair underwear to L'Oreal being sold to another company. They're very different. But I feel like what's more interesting to me is the SKIMS thing. So I definitely don't, you know.

Rachel Wolff (27:28):

Yeah. I mean, I will say, I guess to defend myself, I think SKIMS is interesting, but in terms of what implications does this have for whatever category, I don't think that other brands are going to be rushing to produce pubic hair.

Arielle Feger (27:41):

No. That's a fair, fair point.

(27:43):

Susie, what do you think? I need your help.

Suzy Davidkhanian (27:46):

Well, I'm open with moving L'Oreal to number eight.

Arielle Feger (27:49):

Okay.

Suzy Davidkhanian (27:49):

So just moving everybody up one now.

Arielle Feger (27:54):

Okay. Yeah.

Suzy Davidkhanian (27:55):

Because I do think L'Oreal is winning big, and it is definitely signaling a lot of what's happening in the industry. And so we're going to probably see more of this happening, and it'll shift to some of the stuff that we love looking for, which are collaborations and partnerships.

Arielle Feger (28:11):

Yep. Yep. That sounds good to me.

Suzy Davidkhanian (28:13):

Okay. So thank you, guys, for your moves. So our new list of the Unofficial Retailer Ranking for October '25 is: number eight, we have L'Oreal for buying the Kering beauty business; in number seven, we have Bobbie for teaming up with Cardi B for their new campaign; number six, Depop for launching Outfits; number five, SKIMS for going viral with a new faux hair thong that they launched; number four, we have Bombas for moving into stores; number three, Gap for launching a creator platform; number two, Walmart for partnering with OpenAI to enable shopping via ChatGPT; and number one, Ulta for launching a marketplace. Anybody have anything they want to add?

Arielle Feger (29:01):

Great list. Love it.

Suzy Davidkhanian (29:02):

Speak now or forever hold your peace.

Blake Droesch (29:07):

I hope we have something more interesting to talk about in November.

Suzy Davidkhanian (29:09):

Well, we have a theme for November, so be ready.

Arielle Feger (29:11):

Yeah. There's going to be a theme.

Suzy Davidkhanian (29:14):

And that's all the time we have for today.

(29:16):

Thank you, Arielle.

Arielle Feger (29:17):

Thank you so much. This is really fun.

Suzy Davidkhanian (29:18):

So fun.

(29:19):

Blake, thanks for joining us.

Blake Droesch (29:20):

Thanks for having me, and congratulations on your new position as host.

Suzy Davidkhanian (29:24):

Thank you. Well, we know you're very busy prepping for the debate, so thanks for making the time to join us.

Blake Droesch (29:29):

Of course.

Suzy Davidkhanian (29:30):

And, Rachel, thanks so much for joining us.

Rachel Wolff (29:32):

Thanks, Susie. This was a blast.

Suzy Davidkhanian (29:33):

And listeners, thank you so much. And to our team that edits the podcast, please leave a rating or review and a remember to subscribe. I'll see you for more Reimagining Retail next Wednesday. And on Friday, join Marcus for another episode of Behind the Numbers: An EMARKETER Podcast made possible by Fetch.