Williams-Sonoma relaunched college decor company Dormify. The relaunch is meeting Gen Z at one of their favorite moments to make content of: college move-in day. A year after acquiring Dormify’s IP, Williams-Sonoma unveiled a new website that lets customers build product wish lists, design their bed, and get design and shopping tips and tricks. While Dormify has been an online-first storefront, shoppers can now also pick up orders near college campuses at Williams-Sonoma stores. To meet students where they’re at, the brand has already hosted on-campus activations and tapped creator partnerships. By winning over young adults early, Williams-Sonoma is hoping to win a long-term customer base of Gen Z and transition through different living phases with them. (Retail Dive)
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