As retail looks to the remainder of the 2018 year, several trends are emerging as most popular among chains. Analysts predict 2018 to continue to be a good year for retail and these trends are contributing to the sector’s success. The beauty industry continues to strive for innovative experiences in stores for its customers, whether it be yoga sessions on a wellness floor or magic mirror technology to virtually apply makeup on a customer. A second big trend is ethical shopping to appeal to Gen Z consumers, with buy-one, give-one to charity models such as Toms shoes, or improving environmental energy savings with sustainability plans as announced at The Home Depot. Another trend is pop-up stores for brands to test promotions and gain celebrity sponsorship. Many retailers, such as Nordstrom, are investing in conversation commerce technology to empower salespeople to connect with online shoppers as if they were in the actual store. Other investments in data technology continue to be a strong trend, whether it be anti-merchandise return fraud or using RFID to track merchandise. A final big trend is innovative partnerships between retailers and brands and technology to promote unique experiences for shoppers.