Jill Dvorak about the new retail fair

This week the NRF Retail’s Big Show is celebrating its premiere in Europe.

The new trade fair will be held in Paris in cooperation with Comexposium for the European retail market from September 16 to 18, 2025. This is a natural expansion for the National Retail Federation (NRF) after her long-term trade fair in New York and a successful introduction in the Asian-Pacific area two years ago. The event is intended to bring the best of European retail together and reacts to the need for a single trade fair that the most important player: inside the retail trade holistically, instead of offering individual, country -specific events.

Fashionunited met with Jill Dvorak, Senior Vice President of Content at NRF. It is responsible for the strategic and operational management of the global content of the association. With over twenty years of experience in the areas of e-commerce, marketing and technology at brands such as National Geographic and Discovery Communications, Dvorak gives insights into the future of retail.

In her current position, she works every day with the NRF management bodies, which are made up of retailers: inside that share their challenges and opportunities. This dialogue shapes the content and agenda of the NRF events. This ensures that the presentations and meetings deal with the most urgent problems in the industry. In addition to the fair, NRF is also committed to the government’s needs for the needs of retailers: inside, in order to help shape favorable laws and guidelines.

Why bring the NRF retail show to Europe?

Retail is a global industry. Although our trade fair takes place in New York in the United States, it attracts participants: inside almost 100 countries. We all have different languages ​​and currencies, but ultimately all buyers can buy: inside by brands around the world. The need for a European trade fair was obvious, just like in the Asian-Pacific region.

There was not a single trade fair that brought together the most important player: the inside of the retail trade comprehensively. We believed that there was an open market for an event that would bring together the best from all over Europe, including Scandinavia and the United Kingdom. Finally, buy customers: crossing in the inside. We are enthusiastic about the previous response.

To what extent does the structure differ?

We wanted to make sure that this is really a European trade fair and not an event from country to country. Instead of letting a French company speak about the French: we invited the CEO of Sephora, Guillaume Motte, to speak about their global. We used great care to create an agenda that represents all the desired countries.

At the same time, we wanted to recognize that these companies sell far beyond their local markets. We also have speakers: inside of European brands that may not be as well known in the United States as the CEO of action and media market. We are here to bring in our knowledge of the implementation of great trade fairs. At the same time, we want to learn what Europe does better, especially in areas such as sustainability.

What about sustainability in retail?

Compared to the United States, Europe, which is just beginning to implement such regulations, has a lot of stricter and future -oriented laws and requirements in relation to sustainability. Ultimately, it is what they want: inside. The European customers: Inside, emphasis seems to put things like climate neutrality and want transparency about how and where products are manufactured.

While some customers also want this in the United States, others attach great importance to the price range. Many millennials and consumers: Inside generation Z are very interested in buying second-hand clothing, recycling and working up articles to create their own personal style. Retailers: Inside, which can be picked up: where they are, whether they want something for a certain event or something sustainable, have the chance of success.

What can independent fashion retailers: Learn inside here?

Independent fashion retailers: Inside, when visiting the exhibition hall, a lot is learned about technology. For those with an e-commerce website, there are many solutions to reduce the high costs for returns by strengthening the trust of the customer: inside in their online purchases. The providers here can offer solutions for personalization, better and more detailed photos and information about how a fabric feels, stretches or wrinkles.

Further innovations are point-of-sale payment providers and smart wallets that are connected to backend systems for loyalty points, which can help increase traffic in the shops. American Eagle, for example, has an app with which teenagers can fill a virtual shopping cart in a changing room and then send it to the parents for payment.

What are you most proud of the agenda of this fair?

I really liked the keynote of Sephoras CEO this morning. The brand lives and breathes its mission of beauty and inspiration. You can tell that everyone: R seller: is in passion with passion and knows so much about all products.

I am also really looking forward to the upcoming session with Mark Irvin, Chief Supply Chain Officer at Best Buy. Best Buy is a leader in the United States in the operation of a sustainable supply chain, even with its large electronic devices and household appliances. They have shown that the supply chain not only has to be a cost center, but also a source of efficiency and savings.

What do you think the most interesting development in retail in the past two years?

Undoubtedly, artificial intelligence (AI) has brought everything much faster than anyone could have imagined. A fascinating application of AI and social media is the way the customer journey has been completely changed. In the past, it was announced: Usually on the homepage of a dealer to browse.

Now it may be that one: e is seen in something in his Tikok or Instagram feed and is passed on directly to a product page, sometimes with the article in the shopping cart. You skip the traditional shopping process and go directly to the cash register with a one-click payment option. That is a big change.

I recently was at Sephora and saw how you integrated influencers: indoor photos and product applications right next to the articles, creating a direct way to the shopping cart.

What is your favorite shopping experience?

Yesterday I was on the Champs-Élysées in the Salomon business and it was such an interesting experience. It was furnished like a high -quality luxury store, with just one article per style in the shop window. As a result, the room looked beautiful, open and clean. Although the clothing for outdoor sports activities is intended, the shoes had a backlight to lift the soles that are an important feature.

In contrast to most shoe stores, there were full -body levels so that you could see the entire outfit. The sellers: Inside were perfectly informed and had many other items in the warehouse, so it was a full service company. As a result, I spent more money in the end.