Report: DTC Brands Outperform Traditional Retail, Win Over Gen-Z

As the millennial generation settles down and moves into its 30s, retailers are looking at a new group of consumers as the most coveted demographic. Generation Z—born between 1994 and 2002—is forming its own identity and seeking out different shopping experiences than its older counterparts.

A new report, released by the location intelligence platform Ubimo, finds that Generation Z shows a surprising preference for physical stores, although members of this group aren’t interested in shopping so much as experiencing new products in-store.