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Why Younger Consumers Are Hitting Retail Locations Rather Than Shopping Digitally

Retail brands are trying to appeal to millennials and Gen Z

Lululemon Morphs Into a Gym as Retailers With Experiences Sell
While some might think younger generations have a proclivity for online shopping, the opposite is actually true.Taylor Glascock/Bloomberg via Getty Images
Headshot of Janet Stilson
By Janet Stilson

September 30, 2019

While some may believe that millennials and Gen Z might prefer shopping digitally, the contrary actually appears to be true.

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This story first appeared in the Sept. 30, 2019, issue of Adweek magazine. Click here to subscribe.

Headshot of Janet Stilson

Janet Stilson

Janet Stilson is a freelance writer for Adweek.

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