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Winning Over Gen Z and Millennials

Gen Z and Millennials may live their lives online, but savvy brands and marketers are finding this cohort increasingly enjoys shopping in real life — or IRL as the kids say. A.k.a. Brands, whose portfolio of digitally native brands includes Princess Polly, Petal and Pup, Culture Kings and mnml, has been engaging with the brick-and-mortar space, from new stores to a push into wholesale distribution. [To listen to the podcast on Retail Rx, CLICK HERE.] Princess Polly opened its first U.S. store in September 2023 in Los Angeles to “really great response,” and now the brand has 11 stores plus a “nice halo effect for the online business,” noted Ciaran Long, chief executive officer of a.k.a. Brands, in a podcast with Alex McKeown, senior vice president of Hilco Global Consumer Retail.   The stores have added a new layer to the shopping experience. “Watching consumers walk up to the store with their groups of friends and the excitement they have on the face, and then hearing them talk to each other, ‘Look, there it is. Let’s go. Let’s go!’ You can tangibly see how they want to feel the product, touch the product, engage with it and be there with their friends,” he said. Petal

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