Airport Experience® News - Retail & Services Issue 2025

While the traveling public can be counted on to purchase food and drink at the airport, apparel shopping can be a harder sell. Whether it’s concerns over pricing or a perception that the offering is composed solely of generic souvenir items, customers are often reluctant to invest in apparel purchases on-the-go. But despite these challenges, local brands and prime concessions operators alike are getting creative and investing in retail strategies that may make travelers more inclined to make room in their luggage.

“Ever since Covid, the whole airport world changed and we’re all still trying to figure out exactly what is the right way to go,” says Optimas Management Group President and CEO Susan Stiene. “I think a lot of airports are testing things, and honestly, it is a market now where we need to keep trying all sorts of different things to keep up with what various generations are looking for,” she adds, referencing a trend toward Gen Z consumers preferring local brands; socially and environmentally conscious products as well as travel-friendly activewear offerings in their airport retail purchases.

While there is still a swath of consumers seeking out known brands, adds Stiene, “they’re not necessarily looking for the highest-end, like Louis Vuitton. They’re going to Kate Spade, to activewear [brands] like Lululemon, Under Armour, Nike and Adidas. Those brands are doing very well, and if you look at the merchandise they’re putting in, in some cases they’re using environmentally friendly materials.” Even traditional business travelers are turning to activewear, adds Stiene. “I’ve been doing an analysis of what’s going on in Europe, because I’m trying to understand

Above: Hudson found success recently with a pop-up location for sustainable clothing brand tentree at Vancouver International Airport.

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AX NEWS SEPTEMBER 2025