Bath & Body Works is cutting costs and leaving malls. Last week, the body care brand reported that “Q4 net sales fell 4.6% to $2.9 billion” and has plans to “close about 50 mall-based stores and open 90 off the mall.” The retailer is looking into branching out with adjacent categories like men’s offerings and international operations—and they are emphasizing moving away from malls. YPulse’s Gen Z and Brands special report data shows Bath & Body Works is one of the top Health and Beauty brands among Gen Z. As more young consumers look to social media for product recommendations over taking a trip to the mall, it’s a good move for brands like Bath & Body Works to meet Gen Z where they’re at. (Retail Dive)
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