Department stores well-known for their longevity in the marketplace and their traditional reputations are seeking ways to engage a younger generation of customers. Many of these established retail brands—Macy’s, Nordstrom, etc.—have realized that the previous way of attracting new generations to their stores isn’t going to cut it in today’s fast-paced, ever-evolving marketplace. Millennials and Gen Z are not won over with a broad selection of products. They seek authenticity, connectivity, recognition, and much....