Retailers Target Gen Z Spending Through Campus Expansion

Retail giants are aggressively pursuing Generation Z consumers by establishing footholds on college campuses nationwide. Pacsun and Bath & Body Works lead the charge, with the latter launching over 600 campus stores—its largest distribution effort beyond traditional retail locations. The strategy capitalizes on collegiate spending power while building brand loyalty early.

"This allows us to reach our Gen Z customers where they are," says Bath & Body Works' chief merchandising officer Betsy Schumacher. Convenience chains like Wawa and Buc-ee's are following suit, embedding stores in university hubs like Villanova and Texas A&M.

Analysts note the MOVE reflects Gen Z's growing economic influence. "Collectively, students have huge spending power," observes GlobalData Retail's Neil Saunders. The campus offensive marks a strategic pivot from mall-based retail as companies future-proof their consumer pipelines.