Vorarlberg's trade: New campaign brings a breath of fresh air to the cities!

Vorarlberg's trade: New campaign brings a breath of fresh air to the cities!

Trade in Vorarlberg plays a central role in the regional economy. With an annual turnover of around 17 billion euros, the industry represents the third largest pillar of economic activity. According to current reports, the industry shows sales growth of 1.7% in the first half of 2025, which corresponds to an increase of around 60 million euros. Despite challenging market conditions, including competition from online offers, stationary retail remains essential for the regional quality of life.

In response to the challenges, Vorarlberg retailers have launched a new image campaign that is particularly aimed at attracting young talent and revitalizing the city centers. The campaign, under the motto “People who do.”, was presented yesterday in Bregenz. It is intended to promote awareness of the diversity of trade professions and focus on the modernity of trade. Posters with eye-catching colors and different messages are being put up in several cities, including Bregenz, Dornbirn and Feldkirch.

Diversity and challenges in retail

Vorarlberg offers an exciting mix of tradition and innovation in retail. According to retail researcher Peter Voithofer, there is uneven economic development within the various retail sectors, while digitalization has significantly changed purchasing behavior. More and more consumers are turning to online shopping, which is causing difficulties for book and stationery retailers in the region as they cannot keep up with the prices of major online retailers. High tax rates and logistical challenges put additional pressure on small bookstores.

Innovative concepts, such as those of Katharina Feurstein with her business “Yomabi”, rely on personal advice and ecological products in order to survive in the competition. Such mixed store concepts, which combine gastronomy, services and retail, are becoming increasingly important. They should not only enrich the shopping experience, but also help reduce vacancies in city centers.

Future trends in retail

The future of retail will also be shaped by technological trends. A comprehensive study published by EHI shows that artificial intelligence (AI) is becoming increasingly important. The implementation of seamless payment methods and a greater focus on customer needs are also on the retail companies’ agenda. It is clear that the digitalization of processes and the implementation of comprehensive security measures are becoming increasingly relevant.

A final look at the employment figures shows that over 23,000 people work in retail in Vorarlberg. Despite the challenges, companies are recording positive developments this year in both the number of employees and sales. With the new image campaign and innovative forms of retail, the industry wants to actively shape the future and establish a strong brand that takes both stationary and online retail into account.