Department stores are in pursuit of youth

  • Article by: Corilyn Shropshire , Chicago Tribune
  • Updated: May 4, 2013 - 4:52 PM

Celebrity lines are at the core of an effort to attract trend-driven millennial shoppers into stores including Sears and Macy’s.

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herby2013May. 5, 1310:40 AM

Are these the same youth that have the highest unemployment rate and the lowest incomes in America? If you want to make money, you have to cater to the market that has the money. The youth is not that market. It's like television, all the attention is on the 18-34 demographic but they don't have the spending power that the older demographic groups do. But they get all the attention and shows are created for them. Branding consultants will say that is because the youth have not formed brand connections yet. That's nonsense. If department stores want to win customers they have to provide value. That means quality merchandise at reasonable (not necessarily rock bottom) prices. If I want clothes that fall apart after a few washings or socks that have holes worn in them after a few wearings, I will go to Wal-Mart.

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hjlazniMay. 5, 1311:08 AM

herby2013, people shop where they see shoppers that they wish to emulate. If they see 50 year old guys looking for a certain size deep well metric socket their avoidance light starts blinking.

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