Luxury brands are trying everything to make themselves cooler for Gen Z consumers. Department store sales dropped 4.8% during the first half of the year, and high-end brands like Nordstrom’s, Ralph Lauren, and Tiffany & Co. are using social media, experiencification, and sustainability to connect with young shoppers. Ralph Lauren has had a TikTok campaign and partnered with fashion resale app Depop, while Nordstrom’s is focusing on sustainable fashion and creating experiences in store—like a cocktail bar in the shoe department. (Forbes)
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