The decorations industry in Bern is chiefly supported by the presence of ORNARIS. The trade fair has kept its finger on the pulse of retail trade since its inception in 1973. Held twice a year in February and August, the fair empowers exhibitors to find the correct audience for their beautiful and innovative products. It attracts both Swiss and international exhibitors and draws the attention of trade visitors eager to explore the latest in creativity and innovation. Known as the “mecca of the retail industry,” ORNARIS is a vital meeting place for professionals. Each year ORNARIS releases several trend reports that offer valuable insight into current market dynamics within the decorations industry in Bern. In 2024, the focus fell on Millennials and Gen Z. The retail industry is at a crucial juncture, facing the challenge of demographic change. The rising importance of Millennials and Generation Z as target groups necessitates a reimagining of retail strategies. For one, retailers must establish a presence in both online and offline spaces to create a frictionless shopping experience. This dual presence ensures that consumers can shop seamlessly across different platforms. With Millennials and Gen Z frequently using mobile devices, ensuring that websites and shopping experiences are mobile-friendly is crucial. Utilizing social media platforms to promote brands and connect with younger audiences is essential. Tailored strategies for different platforms can help reach diverse generations effectively. Younger generations prioritize sustainable products and eco-friendly business practices, so the full integration of sustainability into the corporate strategy attracts these consumers while also appealing to existing customers. Companies need to also lean into the opportunities offered by big data and machine learning, and one way to do this is to leverage data and create interactive surveys on social media to help in crafting personalized offers, enhancing the customer experience.