Department Stores are now targeting a new audience, which is now Generation Y. They are refocusing their marketing strategies to sell to the a wider range of consumers, a more technology based generation. Department stores are trying to go in the same direction as smaller store such as Zara, H&M, and Forever21 who have been expanding a lot more lately and have the popularity with those under 25. Department store are also making it easier for teens who only shop online because everything is supposedly “easier” online by creating their own chain on teenage stores and placing them strategically by the entrance of the store in order to make it easier for the targeted consumer.
This is another few ideas on how retail is adapting to the change in technology in order to survive. I was reading about how a teenage in college no longer wanted tog o out and shop because it was complicated to go to stores and put an outfit together, let alone walk through an entire department store, so people like her, or the Y generation is now affecting the change in retail.
Articles from: San Diego Union Tribune. September 25, 2010
-Sales fell 11 percent last year; decline expected to slow but continue
-Old-Line Department Stores Finally Go After Gen Y
-Jacky Meltzer
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