Retailers Reimagine Shops-in-Shops for Next-Gen Consumers

Target, Nordstrom and Kohl's hint at new possibilities for an old concept

In retail, it’s inevitable that what’s old invariably gets repackaged and marketed as new for the next generation of shoppers. And so it is with the shop-in-shop strategy.

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This story first appeared in the April 12, 2021, issue of Adweek magazine. Click here to subscribe.