The list not only profiles top retail brands, but also examines retail and economic trends that are significantly impacting the way everyone is or will be doing business. 

#1 and #2 are “The Economy” and “Gas Prices.”  The combination of these two factors have negatively impacted retail prices and consumer behavior in a way that many believe will be felt long after the economy recovers.  They also gave rise to the reports number #5 trend, Bankruptcies in Retail.

Sparked by Circuit City and followed by every over-leveraged, consumer-facing business from banks to Sharper Image, the economic dust up wiped out a good bit of the retail landscape.  According to the report, “2008’s bankruptcies came out in two waves, the first of which hit in February and took out companies that sell things we want but don’t need.  A second flurry hit in July, taking out companies that sell necessities that are available cheaper elsewhere.”

The top ten trends and brands in this 24-page report also include Amazon, smaller format stores, digital delivery of products, Apple stores, the iPhone, Holiday 2008 and the future of the shopping mall.  It’s an interesting read that addresses all things we’ve gawked at and questioned and are now having to take a position on to move forward.

Top 100 Retail Movers and Shakers

The Fast Company 50: Retail

#4 Apple

#9 Amazon

#20 Zappos

#27 Nike

#33 Walmart

#41 Lego

#44 Etsy

However, everyone was presently surprised when the Commerce Department reported a jump. USA Today quoted Brian Dolan, chief currency strategist at Forex.com in Bedminster, N.J.  “It is the sort of tonic that can sooth the market to an extent. We’ve been keying on things not necessarily getting better but at least deteriorating at a slower rate. And this builds that case.” 

While it’s not time to bring in the band, this is an improvement over news of late. To put it in perspective, compared to January 2008, last month’s sales were down 9.7%.  There’s still more work to be done.

Trendwatching.com just released, “Half a Dozen Consumer Trends for 2009.” Number 3 on the list is “Feedback 3.0″ which is all about companies getting fully involved in and even initiating online conversations in an effort to better manage their brands. The idea of Feedback 3.0 is that transparency is going to another level. Companies can’t hide anything, so if they can’t beat ‘em, they’ll have to join ‘em.

Considering this trend consumer goods companies should go beyond just sharing information to making it part and parcel of their marketing campaigns. For instance, reveries.com reported that General Mills is working very hard to find all sorts of ways to cut costs and save margins without affecting the quality of their product. Wouldn’t consumers appreciate knowing that? They’re calling it “holistic margin management.” They shrank the size of cereal boxes while keeping the same serving size. They got rid of multicolored yogurt lids and consolidated purchasing of ingredients. Their efforts saved a reported $12 million a year. At a time when consumers are searching for ways to save money, incorporating this type of information into shopper communications makes a brand feel more human. Consumers will feel like General Mills understands what they’re going through and connect with them on an emotional level. Not to mention the ecological benefits of smaller cardboard cereal boxes or using fewer dyes in producing yogurt lids. These are the types of initiatives that, properly communicated, can engender consumer loyalty to a brand…and it’s not like they won’t find out anyway.