The Shifting Landscape Of Retail Design: Responding To Generation Z

Brick-and-mortar stores remain an important part of the retail industry, even in a predominantly digital age. Generation Z, the newest consumer group, is reshaping the retail industry by approaching shopping as both an experiential and social endeavor influenced by social media. Limited research has documented how physical retail environments support these needs. This study examined the impact of the built environment on the shopping experiences of young adult women (ages 18–25). Using photo-elicitation surveys and the 5E Experience Model (Entice, Enter, Engage, Exit, Extend), participants documented and reflected on individual retail journeys. Findings show that social media strongly influenced store choice, while spatial layout, store design, and inclusive practices shaped both psychological comfort and overall shopping experience. The results provide insight into the expectations of Gen Z shoppers and may help designers and retailers seeking to create engaging, inclusive, and socially connected stores.