Department stores want to win over Gen Z. Nordstrom, Macy’s, and Kohl’s have all struggled to gain young consumers, with their main customer bases consisting strongly of Boomers and Gen X. Nordstrom boasts the most success with Millennials (and a small number of Gen Z) thanks to partnerships with brands like Skims, Princess Polly, and it’s Nordstrom Rack discount options. But still, none are where they’d like to be—despite shuttering locations in favor of smaller shops (like Macy’s is) or adding beauty store sections (like Kohl’s has with Sephora). The reality is, Gen Z just isn’t consistently spending on luxury or high price items like bedding when inflation makes their daily expenses less affordable. (CNBC)
📊 YPulse data: 32% of 13-39-year-olds usually shop at department stores
