Young Bucks: Millennials Aren't Wealthy, But that's No Reason to Ignore Them

When it comes to Millennials and retail, two opposing story lines compete, experts say. In the first, these younger shoppers star as the industry's most important drivers of growth - the saviors of the mall. In the second, skeptics question how Millennials can be so important when it is their parents who have the real money. What appeals to Millennials, in other words increasingly feels relevant to older generations as well. While some media reports have portrayed Steiner's Liberty Center - a $350 million, mixed-use project slated to open this fall in Cincinnati's northern suburbs - as being designed with Millennials in mind, its appeal will in fact be multigenerational, Steiner says.

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