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Fortune

Ashley Lutz

Target's CEO is betting billions that Gen Zers will get off their phones and fuel a comeback

Target Walmart Amazon

(Credit: Craig Barritt/Getty Images for Target)

While Amazon and Walmart lean into AI and e-commerce investments, Target’s incoming CEO Michael Fiddelke is taking a different approach.

Target is betting billions on stores, including remodels, bigger formats, and upgraded tech, to achieve a comeback after a prolonged sales slump. The struggling retailer’s move aligns with data showing Gen Z has a renewed appetite for in-person shopping and discovery-led retail experiences.

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