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Can Department Stores Win Over Gen-Z?

Department stores are investing in private label brands, e-commerce offerings and product collaborations to capture younger consumers, but it remains to be seen if the strategy is working.

A recent collaboration between Nordstrom's private-label BP brand and Wildfang. Courtesy.

By

M.C. Nanda

31 August 2021

BoF PROFESSIONAL

In June 2020, Nordstrom was determining how to reopen its stores after months-long closures, facing lessened consumer demand and grappling with ongoing supply chain issues. But when several Nordstrom executives gathered that month, they discussed another issue entirely: the lack of young people shopping at their store.

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