Huckster

Huckster Huckster is a Marketing and Retail hub. We look at retail, marketing and ephemeral retailing matters. Consult with us for more on how we can help you!

Book of Charms is a Brand Strategy consulting company providing tailor-made solutions for customers and businesses. We cover a wide spectrum ranging from brand development, strategy, design and communications and stretch to trainings and workshops. Our mission is to nurture a sustainable innovation hub where people are devoted to creating novel ways of delivering solutions. Of Book of Charms' valu

e is to passionately meet efforts towards the well being of our client's businesses in order to sustain and grow organization. We work together to come up with your personalized solutions through the AARCO process:

- APPRECIATE: we look at the problematic as you have shared with us, develop a brief that serves as guideline and set the basis of the project's development.

- ASSESS: Our understanding helps us assess the current situation with the desired aims and objectives.

- REVEAL: We will then reflect on the givens to deliver the ideal guidelines for the brand and the work plan.

- CONVEY: We deliver and execute the plan, and follow it up.

- OBSERVE: We monitor the results and provide support along your journey.

I’m excited to share that my latest publication, “Pop-Up Retail in Luxury Brand Strategy,” is now out in Marketing Revie...
31/08/2026

I’m excited to share that my latest publication, “Pop-Up Retail in Luxury Brand Strategy,” is now out in Marketing Review, Issue 5 (2026).

If you’re interested in the full article, feel free to DM me and I’d be happy to share a copy!

Why Asia?Asia isn’t the future of retail. It’s the present, and most of us aren’t paying close enough attention.Decoding...
20/05/2026

Why Asia?
Asia isn’t the future of retail. It’s the present, and most of us aren’t paying close enough attention.

Decoding retail is celebrating its first year, and this edition is covering Asia.

India is rewriting what mass-market retail looks like.
China is running commerce experiments no Western brand would dare try. South Korea is turning beauty retail into cultural diplomacy.
Malaysia is quietly building one of the most interesting hybrid retail ecosystems in Southeast Asia.

Four countries.
One continent.
Radically different stories.

That’s exactly what we’re unpacking in Decoding Retail 5, Asia Edition, on June 3rd, 2026.

If you work in retail, study it, build for it, or invest in it you’ll want to be in the room.

Meet out speakers! Elisa Servais, PhD, RDI Daniela Leonini Dominika Kustosz-Lee and Vincent Panneels
This session is sponsored by Occupi (Anthony Esper)

Reserve your seat →https://www.ghaliaboustani.com/decoding-retail-5

Just stepped off the stage at Shop! — and what a great exchange it was.I had the opportunity to dive into a topic that’s...
02/04/2026

Just stepped off the stage at Shop! — and what a great exchange it was.

I had the opportunity to dive into a topic that’s becoming critical for luxury brands: how to build and implement a structured framework for managing the in-store experience.

Before introducing the framework itself, I took a step back to unpack a fundamental question: what is an experience, really?
We explored its key dimensions and the different levels at which it operates: from functional to emotional, and ultimately to memorable.

From there, I shared a framework designed to help brands intentionally shape these experiences when they choose to make them a true value driver.

🙌🏼 One key takeaway stood out:
The customer is the constant. The common denominator.
Every decision, every touchpoint, every detail must align, not only with the brand’s identity, but with how the customer lives and feels that identity in-store.

If you’re interested in the topic or want to continue the conversation, feel free to reach out here on LinkedIn. I’ll also be sharing more insights from the session soon on my website.

!

Retail is evolving. Rapidly. Relentlessly.But in the rush to adapt — to digitalise, to optimise, to innovate — a quieter...
23/03/2026

Retail is evolving. Rapidly. Relentlessly.

But in the rush to adapt — to digitalise, to optimise, to innovate — a quieter question often goes unasked:

Have the choices being made actually been made for the brand?
For the customer?
Or simply for the metrics?

Because the real challenge in retail has never been the backend or the frontend.
It has been the coherence between them.
The discipline to ensure that every decision — operational or experiential — serves the same purpose.

Retail that loses sight of that coherence stops being retail.
It becomes logistics with a shopfront.



This is exactly what we will be unpacking in the next Decoding Retail session:

🗓 Designing Retail Experiences
📅 31 March 2026 at 12:00 pm Paris time

Whether you work in retail strategy, brand management, experience design, or are simply trying to make sense of where this industry is heading — this session is for you.

🔗 Register via the link 👇
https://topmate.io/ghalia_boustani/1984423

Can’t make it live? A replay will be available for purchase after the session.

RetailLeadership BrandStrategy RetailInnovation

Retail has never been just a job to me.✨It has been a place of joy, curiosity, and constant movement — a space to learn,...
03/02/2026

Retail has never been just a job to me.✨

It has been a place of joy, curiosity, and constant movement — a space to learn, to live, to exchange. Above all, a place of never-ending conversations.

Yes, I’ve had a rich professional journey, full of exploration and growth.
Yes, I’ve built a rewarding academic career, grounded in learning and specialization.

But the most impactful constant throughout it all has been exchange— the human kind.

Whether at work, on the shop floor, in markets, classrooms, conferences, or podcasts, exchange has always meant learning first… and then giving back.

For over 15 years, across 5 countries, I’ve had the privilege of teaching and learning alongside more than 1,000 students — many of whom became colleagues.
I’ve shared my stories and learned from theirs. I’ve invited specialists, academics, and professionals into my classrooms, and I’ve been honored to be invited into theirs.

I’ve attended conferences, opened some, keynoted others. I’ve joined roundtables, hosted voices on my podcast, and been invited to speak on many more. I’ve shared perspectives on national television and radio. Each experience reinforced the same belief: knowledge grows through dialogue.

To everyone who has crossed my path, thank you.
Thank you for shaping me, challenging me, and making me a better person.
Thank you for making retail more meaningful.

This post is dedicated to all my past and present students.

You are the conversation that never ends. 💖

ephemeralretail

Aftershows becoming a ‘thing’A glimpse of Dior at Musée Rodin
29/01/2026

Aftershows becoming a ‘thing’
A glimpse of Dior at Musée Rodin

Human connections and meaningful encounters are everything. They bring joy, offer perspective, and constantly challenge ...
15/01/2026

Human connections and meaningful encounters are everything. They bring joy, offer perspective, and constantly challenge the way I see the world. They allow me to receive stories, insights, news, and learning—and just as importantly, to share my own experiences, knowledge, and reflections.

Yesterday was a perfect illustration of this. I had the pleasure of finally meeting Nina and Steve, in an exceptional Parisian setting, for a rich and inspiring conversation around all things retail.

I’ll say no more for now—but I’m very much looking forward to sharing more about this exchange very soon.

🤩 I am honored to be named a RETHINK Retail Top Retail Expert Awardee for the Class of 2026. Looking forward to a year f...
07/01/2026

🤩 I am honored to be named a RETHINK Retail Top Retail Expert Awardee for the Class of 2026.

Looking forward to a year full of inspiration, quality content, exchanges, debates, conferences and classes with my fellow TREs!

Being recognized alongside an incredible community of technologists, analysts, innovators, and industry leaders who are driving meaningful progress and advancing the retail industry through insight, collaboration, and impact is truly meaningful.

Thank you to RETHINK Retail for this recognition.
Needless to thank a million times Catarina Santos, Adam Jackson and Aliyah Flowers for their support.

 

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