Retail news that keeps industry pros in the know
Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.
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Melissa Gonzalez is principal and MG2 Advisory lead at MG2 Design, a global architecture, design, and branding studio that’s worked with retailers like Victoria’s Secret, Nordstrom, and Target.
How would you describe your job to someone who doesn’t work in retail? I am a constantly curious person. I lead a team that is studying trends and human behaviors year round, then illuminating opportunities for brands and retailers. We use a data-driven approach to push creative opportunities that are grounded in insights and tied to ROI metrics.
One thing we can’t guess about your job from your LinkedIn profile? I love a challenge and I thrive in the unknown and finding the opportunities in problems that need to be solved.
What’s your favorite project you’ve worked on? This is so hard! [Last year, it was] so rewarding working with a spectrum of clients—from Kizik to Good American to Nordstrom. I think one of the most rewarding from a human level has been helping the Navy reimagine retail for their sailors.
Which emerging retail trend are you most excited about right now, and why? I am extremely passionate about studying Gen Alpha as a whole. There is not one trend within that, but I am excited about the speed at which they learn and absorb information, their resourcefulness and adeptness to technology, and the ways in which it will continue to push innovation forward.
What’s your go-to coffee order? Skim chai tea latte.
Worst piece of advice you’ve received? The worst piece of advice ever told to me was “You think too big.” Yes it’s important to have a level of grounding, but innovation is only possible if we can dream, too.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? When I was 15, I probably loved hair spray! Oh, the looks back then. Today I love a good wellness product. One of my favorites would be Chanel’s Hydra Beauty Essence Mist. It’s a splurge but each spritz just sets my day right!