Gen Z is and will continue to be retail’s big focus, and virtually everyone in the industry wants to unlock the secrets to understanding and reaching the cohort. How does Gen Z like to shop? Where do they spend? What are their favorite retail brands, and what kind of messaging do they respond to? At the outset of the summer selling season, we take an in-depth look at the coveted cohort, how it’s changing the retail industry for better or worse, and how retailers are responding.