{"id":142353,"date":"2024-04-01T11:00:17","date_gmt":"2024-04-01T11:00:17","guid":{"rendered":"https:\/\/www.rithum.com\/blog\/aeo_zappos_and_kohls_engage_gen-z\/"},"modified":"2024-04-26T19:18:51","modified_gmt":"2024-04-26T19:18:51","slug":"aeo_zappos_and_kohls_engage_gen-z","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/au\/blog\/aeo_zappos_and_kohls_engage_gen-z\/","title":{"rendered":"How American Eagle Outfitters, Zappos and Kohl\u2019s Are Engaging with Gen Z Shoppers"},"content":{"rendered":"<p>At Shoptalk 2024, American Eagle Outfitters, Zappos.com, and Kohl\u2019s shared how each is investing in supply chain innovation, customer experience enhancements, and brand partnerships to appeal to younger consumers.<\/p>\n<h2>American Eagle Outfitters Seeks Sustainable Growth with Gen Z Shoppers<\/h2>\n<p>Understanding and engaging with Gen Z consumers is essential for brands to maintain growth. Craig Brommers, Chief Marketing Officer, American Eagle Outfitters, noted the importance of brand marketing in efforts to prioritize long-term brand building over short-term performance metrics.<\/p>\n<ul>\n<li><strong>AEO appeals to shoppers with NYC shoppable installation.<\/strong> &#8211; Brommer said measuring KPIs such as incrementality and new customer acquisition ensures that American Eagle <a href=\"https:\/\/www.ae.com\/us\/en\" target=\"_blank\" rel=\"noopener\">Outfitters<\/a>\u2019 investments result in tangible results. The brand celebrated its 2023 fall season with an innovative shoppable installation in New York City\u2019s High Line, featuring its jeans.<\/li>\n<li><strong>Less is more in marketing: Casual content appeals to younger consumers.<\/strong> &#8211; American Eagle Outfitters is also leaning into a more authentic content experience by highlighting store associates in casual, everyday settings. This approach resonates more with shoppers compared with highly polished and produced marketing content.<\/li>\n<\/ul>\n<h2>How Zappos.com is Enhancing the Customer Experience, Driving Growth<\/h2>\n<p>To stay ahead of changing consumer preferences, Joe Cano, Chief Marketing &amp; Merchandising Officer, Zappos.com, shared how <a href=\"https:\/\/www.zappos.com\/\" target=\"_blank\" rel=\"noopener\">Zappos<\/a> is using data-driven insights to add to the customer experience.<\/p>\n<ul>\n<li><strong>Focused product assortments<\/strong>: Zappos prioritizes top brands and styles according to customers by leveraging data analysis and feedback. Zappos reduced its product SKUs by 40% over two years to ensure it carried what customers prefer.<\/li>\n<li><strong>Technology integration<\/strong>: Zappos is using technology like machine learning to optimize pricing strategies, manage inventory effectively and forecast trends accurately. Data from past sales and search trends allows the brand to adjust product offerings and color selections, for example, to ensure it is meeting customer demand.<\/li>\n<li><strong>Listen to customers<\/strong>: Cano said that customer feedback is integral to Zappos\u2019 strategy. The brand actively tracks and acts on customer feedback. This includes addressing website improvements for a better experience as well as promptly alerting customers when out-of-stock items are replenished.<\/li>\n<\/ul>\n<h2>Kohl\u2019s Strategy for Sales Growth<\/h2>\n<p>At the center of Kohl\u2019s CEO Tom Kingsbury\u2019s message is building up the customer experience and drive growth. The retailer\u2019s in-store partnership with Sephora in 2021 was a strategic move meant to bring new customers to Kohl\u2019s. Kingbury said it&#8217;s been a success as 40% of customers who shop for Sephora merchandise at <a href=\"https:\/\/www.kohls.com\/\" target=\"_blank\" rel=\"noopener\">Kohl\u2019s<\/a> are new customers.<\/p>\n<h3>Kohl\u2019s creates a curated in-store shopping experience<\/h3>\n<p>The department store is also managing inventory and expenses to maximize profitability, Kingsbury said. Younger consumers are more trend-oriented, he said. The department store is working with its network to reduce lead times on trending products.<\/p>\n<p>Kohl\u2019s is also testing a new dress department concept. The retailer is also expanding the children\u2019s department with Babies R Us shops-in-shops to enrich the shopping experience and cater to its diverse customer needs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>At Shoptalk 2024, American Eagle Outfitters, Zappos.com, and Kohl\u2019s shared how each is investing in supply chain innovation, customer experience enhancements, and brand partnerships to appeal to younger consumers. American Eagle Outfitters Seeks Sustainable Growth with Gen Z Shoppers Understanding and engaging with Gen Z consumers is essential for brands to maintain growth. Craig Brommers, [&hellip;]<\/p>\n","protected":false},"author":167,"featured_media":142173,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"asset-type":[13744,15274],"audience":[13407,13410],"bio":[15348],"topic":[],"class_list":["post-142353","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","asset-type-blog-au","asset-type-event-au","audience-brands-suppliers-au","audience-retailers-au","bio-rithum-team-au-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How American Eagle Outfitters, Zappos and Kohl\u2019s Engage with Gen Z<\/title>\n<meta name=\"description\" content=\"American Eagle Outfitters, Zappos, and Kohl\u2019s discuss supply chain upgrades, customer experience, and brand partnerships to appeal to 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