China’s Gen Z-loving luxury retailer ENG is opening a second concept store. When ENG opened its first retail store in May 2019, it went straight for Gen Z’s love of experiences with 24/7 vending machines for purchasing sneakers, a floor dedicated entirely to relaxation and reading, and a genderless focus by organizing the store by brand. Now, ENG (which stands for Explore, Navigate, Generate) is opening a second concept store in Shanghai’s TX Mall—which is considered a “cultural centre” for young people in China according to ENG’s business development director. The Vogue Business Index found that Chinese Gen Zs are the most committed to the physical retail experience compared to other generations, and 71% of China’s Gen Zs make luxury purchase decisions inside malls. ENG continues to successfully appeal to Gen Z through their futuristic aesthetic, fascination with Y2K fashion, and events that help young people build community. (Vogue Business)
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