TikTok Shop, outlet stores among brands’ new Gen Z-targeting strategies

11 months ago 24

This story is part of Glossy and Modern Retail’s series breaking down the big conversations and innovations at NRF 2024: Retail’s Big Show. Click here for more stories in this series.

At the National Retail Federation’s Big Show in Manhattan this week, executives at retail companies spoke about the need to better target Gen-Z shoppers both online and offline.

As younger shoppers age into the peak of their purchasing power, retail brands are working to stay on top of how those consumers prefer to shop. A 2023 survey from the International Council of Shopping Centers found that Gen Zers who prefer to shop online and those who prefer to shop in-store are equally split. Glossy’s sister site Modern Retail reported earlier this week that few main stage sessions at NRF this year focused on Gen Z.

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