How are department stores taking aim at Gen Z shoppers?

In recent years, department stores have increased investment into online offerings, digital marketing campaigns and product collaborations in a bid to target younger shoppers.

Prior to the Covid-19 pandemic, an independent study estimated that Gen Z’s direct and indirect spending power reached up to $143 billion, a level of financial influence that made brands and retailers alike stand up and take note.

Despite the pandemic hampering the sector worldwide, Gen Z shoppers’ digitally native lifestyle meant their spending wasn’t limited when stores were closed during government lockdowns.

Now that all legal Covid restrictions have ceased across the UK, these younger shoppers are expecting the same digital and interactive elements they have access to online within physical retail spaces when venturing out.

Last month, London’s Selfridges opened its new gaming destination PlayHouse with hopes to cash in on the lucrative gaming market and entice younger shoppers.

The 200sq m store brings together digital and physical experiences with immersive VR experiences and car racing simulators.

Last year Harrods launched and expanded H Beauty, which offers a range of premium and luxury brands under one roof as well as onsite treatments, consultations and demonstrations.

While in July, the luxury department store launched a clothing rental service in partnership with My Wardrobe HQ in a bid to tap into shoppers seeking sustainable fashion options.

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