frugal. Scandinavian retailer, Acne, has managed to rethink and recreate the outlet category as a fashionable archive with rare treasures and unique styles rather than, old designs and storage goods. In the wake of economic uncertainty, there is a status in responsible consuming.  Selling collection samples, classics from past seasons and showpieces at low prices; Acne stores also sell redesigned versions of clothing that did not sell first time around. In hot and thirsty Mexico, Casa del Agua is creating a business from selling rainwater. Always fresh rainwater is recycled, purified, harmonised and converted into bottled water without a carbon footprint. Paying exceptional attention to the retail store, Casa del Agua helps consumers be more conscious about the environment in an innovative way. The brand experience is further extended via specially designed, personalised glass bottles offering different kinds of ‘water brews’. Over in the UK, Give + Take combines the ideals of a fashion boutique with those of a thrift store. It is a new type of charitable recycling concept that makes charity shopping fun and fashionable. Give + Take recognised that charity shops have broadly followed the same format for many years, resulting in under shopping by higher social grade customer segments. Give + Take’s format targets the fashion and value conscious consumer with an interest in ethical consumption by facilitating the purchase of new and used high end items. It also offers the opportunity to exchange high end items for store credit, with all money raised going to Breakthrough Breast Cancer charity. The focus on quality coupled with incentivising donation produces a unique charity shop with a highly edited collection and thereby attracts a new customer changing offer. Despite the sheer volume of discounted products on the shelves today; consumers still enjoy the thrill of showing off their thrift shop bargains.  They also enjoy the feeling that they have contributed back to the community or environment in some way.  As such, retailers that harness this desire for a more worthwhile shopping destination/experience in an innovative way have the potential to build innovative and fitter businesses. Happy Fit Retailing! Brian Walker Retail Doctor Group I welcome you to contact us to help your business implement a truly fit retail experience. All currently released trends from Retail Innovations 9 are available to download at www.retaildoctor.com.au/retail-innovation-9.