Meager holiday sales aren’t Kohl’s only problem—the department store is also losing Millennial consumers. Although Kohl’s continues to perform well with consumers over the age of 35, they have lost 20% of 18-34-year-old shoppers, and 30% of young female shoppers since February 2013. Women under 35-years-old tend to outspend those over 35 by 30% when it comes to apparel and footwear, so the decline is a significant blow. Online shopping is clearly a contributing factor: Amazon eclipsed Kohl’s in footwear shopper preference amongst 18-34-year-old women for the first time this month. (Forbes)
