‘AI has Revolutionised Retail’, Says Leading Fashion and Retail Leader Sunaina Kwatra

Sunaina Kwatra is a prominent figure in the retail and fashion industry, recognized for her innovative approach and leadership. Currently a partner at Styl Capital in Los Angeles, she brings over two decades of experience to the table. Her career spans a range of key areas including strategic brand development, digital transformation, and omnichannel marketing, making her a sought-after expert for insights into the future of retail.

In an interview with NewsX, Sunaina talks about retail trends, omnichannel experience and more.

Q1. What are the key retail trends now?

Sunaina Kwatra: The retail landscape is evolving rapidly, and several trends are emerging as critical drivers of success. First and foremost is the shift towards personalization, where consumers expect tailored experiences, whether through curated product offerings or unique communication. Another major trend is the rise of sustainability—consumers are increasingly mindful of the environmental impact of their purchasing decisions, which is driving brands to adopt eco-friendly practices and offer more sustainable products. Additionally, we’re seeing a major pivot towards experiential retail—stores are transforming into immersive environments where customers not only shop but engage with brands in meaningful ways. Lastly, AI and data analytics are playing a significant role in understanding consumer behaviour and optimizing inventory, which is becoming indispensable for retailers.

Q2. Why is an omnichannel experience important in today’s retail world?

Sunaina Kwatra: An omnichannel experience is crucial because today’s consumer expects seamless interaction across multiple touchpoints—whether that’s in-store, online, or through mobile apps. The line between physical and digital shopping is blurring, and brands must deliver a consistent, personalized experience no matter how the customer interacts. It’s no longer enough to have just an e-commerce platform or a physical store. Brands need to create a unified experience that allows customers to move between channels effortlessly ordering online and picking up in-store, browsing in-store and having items delivered to their homes, or even leveraging augmented reality to visualize products. It’s about giving consumers convenience and flexibility while building long-term loyalty.

Q3. How are sustainability and ethical practices shaping the future of retail?

Sunaina Kwatra: Sustainability is no longer just a trend but a necessity for brands to stay relevant. Consumers are becoming increasingly conscious about the environmental and social impacts of the products they purchase. Brands are responding by adopting more sustainable sourcing practices, reducing waste, and creating products that are not only eco-friendly but also ethically produced. Transparency is key—today’s consumers demand to know where their products come from and how they’re made. This shift is driving brands to innovate in materials, production processes, and packaging. Retailers who can authentically integrate sustainability into their brand values will find themselves in a position to attract and retain a loyal customer base.

Q4. How do you see AI and data analytics impacting retail?

Sunaina Kwatra: AI and data analytics are revolutionizing retail by enabling brands to make data-driven decisions that improve customer experience and operational efficiency. Through AI, retailers can predict consumer behaviour, optimize inventory, and personalize marketing efforts. For example, AI-driven chatbots can offer real-time customer support, while predictive algorithms can suggest products based on browsing history. In terms of logistics, data analytics helps retailers better understand demand patterns, reducing stockouts and overstock situations. This also extends to pricing strategies—AI can dynamically adjust pricing based on market trends, demand, and competitor behaviour. The ability to leverage data to anticipate and react to customer needs is a powerful advantage in today’s competitive retail environment.

Q5. What is the role of social media in modern retail?

Sunaina Kwatra: Social media has become an integral part of the retail ecosystem, particularly when it comes to brand discovery and customer engagement. Platforms like Instagram, TikTok, and Pinterest have changed how brands communicate with their audience, offering more dynamic, visual, and interactive ways to showcase products. Social commerce is on the rise, where brands enable purchases directly within these platforms, reducing friction in the buying process. Moreover, social media serves as a real-time feedback loop for brands to understand consumer sentiment, which helps them refine their offerings and marketing strategies. Influencer marketing also plays a key role—consumers today often trust the recommendations of influencers more than traditional advertising.

Q6. How do you see the role of physical stores evolving?

Sunaina Kwatra: Physical stores are no longer just places to make transactions; they are becoming experiential hubs that embody the brand’s identity. The in-store experience is increasingly about engaging customers in meaningful ways—whether that’s through immersive experiences, personalized services, or using technology like augmented reality to enhance the shopping journey. Many retailers are also adopting a hybrid model, combining physical stores with digital integration—like offering curb side pick-up, interactive kiosks, or even virtual try-ons. The goal is to create an experience that online shopping can’t replicate, and that keeps customers coming back for more. The stores are evolving into spaces for brand storytelling and community building, providing consumers with something beyond just the product.

Q7. How important is personalization in retail today?

Sunaina Kwatra: Personalization has become a cornerstone of modern retail. Consumers expect brands to understand their individual needs and preferences. With the help of data and AI, retailers can offer tailored product recommendations, personalized discounts, and targeted messaging that speak directly to the consumer’s unique tastes and purchase history. This level of customization builds stronger customer loyalty and increases conversion rates. Whether through a personalized email campaign, product suggestions based on browsing history, or customized shopping experiences, personalization makes customers feel valued and understood, which in turn drives sales.

Q8. What challenges do retailers face when embracing digital transformation?

Sunaina Kwatra: While digital transformation offers immense potential, it also comes with its set of challenges. One major hurdle is the integration of new technologies with existing systems. Many retailers struggle with legacy infrastructure, which can make it difficult to adopt modern digital tools or create a seamless omnichannel experience. Another challenge is the investment in talent—retailers need employees who are skilled in data analysis, digital marketing, and e-commerce management. Change management is also crucial, as traditional mindsets need to evolve.