ShopKo's Urbanology shop targets Gen X/Y

Looking to attract the Gen X and Gen Y consumer set, ShopKo recently announced its Urbanology shop, now in all stores.

Placed in an area of about 2,000 square feet to 2,500 square feet, Urbanology offers the younger customer apparel and home decor in one stop. Home products comprise about 15 percent to 20 percent of the group and include decorative pillows, throws, sheets, comforters, lamps, frames, stationery and candles. The shops are located in the RTW accessory areas, generally in the front of the store.

The Gen X and Y area is an important part of ShopKo's mix, said Doug Wurl, senior vp, gmm. "We continue to see this segment growing as a percentage to total sales."

About the shop, Tom Abbott, divisional vp, accessories and intimate apparel, said, "The Urbanology concept does something that ShopKo hasn't done before. Urbanology pulls together appropriate Gen Y products from throughout ShopKo's departments and places them into a single destination shop."

Abbott continued, "There is incredible opportunity in the Gen Y market, especially with teenagers 13 to 17. Overall the Gen Y Group is twice the population size of Gen X, and they are powerful and enthusiastic consumers, spending $275 billion a year."

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