Behind the Numbers: An EMARKETER Podcast

Episode: The Unofficial Most Interesting Retailers List (October) | Reimagining Retail

Date: October 29, 2025
Host: Susie Dava Canyon
Guests: Analysts Ariel Fager, Blake Drosch, Rachel Wolf

Overview

This episode of "Reimagining Retail" presents EMARKETER’s Unofficial Most Interesting Retailers List for October 2025. Rather than focusing on the biggest retail players, the podcast discusses brands making clever, bold, or surprising moves in retail during the month. The episode follows the committee’s countdown, with deeper insight and lively debate from the analyst team. Regulars also have a chance to propose changes to the list, adding a dynamic and interactive element.

Key Discussion Points and Insights

Episode Structure & Rules

• The ranking highlights the most interesting retail moves—not just the biggest ones (01:29).
• Committee (Susie, Ariel, Becky, Emmy) created the list; analysts Blake and Rachel get to revise or add picks at the end.
• Each pick discussed in order, with rationale, highlights, and potential industry impact.

The Unofficial Retailers List - October 2025

1. Ulta: Launching a Curated Marketplace

• Main Move: Invite-only marketplace launches on Ulta’s app and website (17:17).
• Significance: Curation aims to differentiate Ulta from more open marketplaces like Amazon.
• Analyst Take:
  • Ariel: “The ability to really curate the exact right products, the right quality products is something that will help Ulta stand out.” (17:24)
  • Blake: Points to challenge of competing against Amazon/Walmart in selection and speed—even with Ulta’s digital strength (18:14).
  • Rachel: Wonders if curation limits new products/brands, potentially sending shoppers back to larger marketplaces (19:18).
  • Susie: Trust in Ulta for niche and international products may counter Amazon’s dupe concerns (19:34).
  • Ariel: Ulta’s loyalty program likely to boost marketplace adoption among existing customers (19:56).

2. Walmart: Shopping via ChatGPT

• Main Move: Walmart partners with OpenAI to enable shopping via ChatGPT, becoming first major retailer to offer this (14:39).
• Significance: Positions Walmart at the forefront of AI-powered commerce, attempting to shed a “dated retailer” image.
• Ariel: “It’s just smart to kind of go where the consumers are and be proactive again about where those consumers are.” (15:16)
• Blake: Cautions agentic commerce isn’t mainstream yet, but experimentation is wise (15:54).
• Susie: In retail, “experimenting is critical” due to the expanding array of brands and channels (16:50).

3. Gap: Affiliate and Creator Advocacy Program

• Main Move: Centralized platform for influencers/creators to engage across all Gap Inc. brands (11:58).
• Significance: Streamlines creator relationships and improves data capabilities across Banana Republic, Old Navy, etc.
• Ariel: “It gives creators kind of a one hub to access… new releases, product seeding, exclusive promos.” (11:58)
• Rachel: Low entry threshold (1,000 followers) helps diversify content, target specific segments (13:06).
• Blake: Wonders if self-service model can match Amazon's affiliate success for individual creators (13:30).
• Susie: Omnichannel presence required for today’s brands (14:29).

4. Bombas: Opening Physical Retail Stores

• Main Move: D2C sock and slipper brand opens first branded stores after success in wholesale (03:50, 24:05).
• Significance: Strategic move after years of brand-building and loyal customer base.
• Ariel: “At first a little like, oh, this is…interesting timing. But honestly, it makes sense. This could be the logical next step for them.” (03:50)
• Rachel: In-store presence may lift awareness of wider product assortment—slides, slippers, etc. (05:01)
• Blake: “They are the type of brand that…opening stores and growing…is actually going to help bolster their business rather than cripple it.” (24:05)
• Susie: Bombas’ charitable giving noted as an added value (24:15).

5. Skims: Faux Pubic Hair Underwear Launch

• Main Move: Skims introduces a G-string with faux pubic hair—an edgy, viral marketing move (07:34).
• Significance: Bold, controversial product designed for buzz and social talk.
• Ariel: “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.” (07:34)
• Rachel: Cites prior Skims viral stunts (e.g., face wrap worn by Anthony Hopkins), notes effectiveness as “a marketing stunt” (08:16).
• Ariel: “And the line sold out. So people did buy them.” (08:48)
• Susie: “Did they really make enough for it to sell out?” (08:51)

6. Depop: ‘Outfit’ Feature & Campaign

• Main Move: New campaign reframing resale, plus Pinterest-like ‘Outfit’ feature pairing items for style discovery (05:56).
• Significance: Aims to scale resale and smooth friction for visual, Gen Z shoppers.
• Ariel: “It’s definitely a good way to scale resale when it’s a lot of onesies and twosies…” (05:56)
• Ariel: Linking items will “increase basket size…win win.” (07:09)

7. Bobby: Purpose-Driven Partnership with Cardi B

• Main Move: Formula brand Bobby taps Cardi B as ‘Chief Confidence Officer’ to destigmatize formula feeding (01:31).
• Significance: Pop culture-powered advocacy, hotline for parental stories, and bold voice in purpose marketing.
• Susie: “It’s really quite an interesting way to do purpose marketing to bring a brand out in a way that we weren’t expecting.” (01:31)
• Ariel: “Cardi B is such a…brass, bold personality. And I think something that…moms could really use is someone who’s confident and…unapologetic.” (03:06)
• Rachel: Highlights hotline for parents to share stories sent to lawmakers (03:26).

8. L'Oréal: Acquiring Kering’s Beauty Division

• Main Move: L'Oréal acquires Kering’s beauty business for €4 billion (25:21).
• Significance: Major luxury beauty realignment; L’Oréal expands dominance in fast-growing fragrance category.
• Rachel: “This is a huge opportunity for them in the luxury beauty space, especially in fragrances, which is the fastest growing category right now.” (25:21)
• Debate: Is M&A truly “interesting”? Ariel feels they're less exciting than viral stunts—Rachel counters that industry impact is large (26:06, 27:28).
• Placement: Ultimately added at #8, pushing all others up one slot.

Honorable Mentions

• Ikea: Transparent communication about price increases, openly citing tariffs as the cause (20:18).
• Amazon:
  • Added shoppable live-stream ads to Twitch, diversifying monetizable ad inventory (20:47).
  • Mixed record in grocery with fresh store closures; the future of its grocery strategy is opaque (21:39).

Key Quotes & Notable Moments

• Purpose-Driven (Bobby)

  • "They’re trying to really call out that this is no longer a stigma to use formula." – Susie (01:31)
  • “There is an advocacy aspect…people can call in and share their stories about parenting, which will be sent to lawmakers.” – Rachel (03:26)

• Bold & Viral (Skims)

  • “I personally think it’s kind of fun. You know, I think it’s different.” – Ariel (07:34)
  • “Sir Anthony Hopkins wore that.” – Rachel, on face wrap stunt (08:16)

• Retailer Strategy & Experimentation

  • “Experimenting is critical in retail.” – Susie (16:50)
  • “No matter how well positioned you are, when you’re going up against Amazon…the odds are always against you.” – Blake (18:14)
  • “They are the type of brand…that opening stores…is actually going to help bolster their business rather than cripple it.” – Blake on Bombas (24:05)

• Industry Mood

  • “I think this list is...It's been a bit of a slow month. Like, there’s not like a...There wasn’t like a ton of innovation, things that have been done before.” – Blake (21:49)
  • "Hoping for something more interesting in November." – Blake (29:05)

Revised List (Post-Analyst Moves)

• #8 L’Oréal: For the acquisition of Kering’s beauty division.
• #7 Bobby: Cardi B as ‘Chief Confidence Officer’.
• #6 Depop: ‘Outfit’ feature and campaign.
• #5 Skims: Faux pubic hair G-string launch.
• #4 Bombas: First owned retail stores.
• #3 Gap: Creator/affiliate platform.
• #2 Walmart: Shopping via ChatGPT.
• #1 Ulta: Curated digital marketplace.

Flow & Tone

The episode is fast-paced, witty, and packed with expert observations and constructive skepticism. Analysts bring both levity and critical thinking, as seen in their playful transitions, authentic reactions to news, and a frank assessment of what qualifies as "interesting" versus "merely expected" in retail innovation.

Useful for Listeners Who Didn't Tune In

This summary provides a snapshot of the most notable retail happenings in October 2025, giving context, color, and critical assessment to the key moves shaping the industry. It distills strategic insights, industry sentiment, and memorable moments—making it a valuable overview of where retail is heading now and what could be coming next.