Our Director of Brand, Lindie Kramers, spoke to FX Magazine about what retailers need to be doing to attract millennial and Gen Z customers in-store. The article Generation Game, published in FX’s March issue, addresses the challenge of how retailers can create stores that are as appealing as shopping online.
Lindie describes how “Millennials are brand loyal, but only for brands that stand for something that they want to be associated with. Brands that can’t compete on functionality like price or convenience must stand for something meaningful.
“The ‘store of the future’ targeting millennials and Gen Z will have many fully-integrated channels, each being a seamless extension of the other. Shopping will be anywhere and everywhere – full integration will not be a convenience, just the norm.”
Concluding the article, Lindie sums up what designers need to be working on: “The store of the future will be a gathering space – as much as a leisure and community hub as a retail space. It will be a place to eat, a place to be entertained, a place to hang out and be sociable.
And, of course, a place to buy things.”
The interview follows our recent insights report into Millennials and the Future of Retail.
Image: Revolve showroom and social club LA, Cosort