In this article JWNKSSM Follow your favorite stocks CREATE FREE ACCOUNTSignage of Macy's, Kohl's and Nordstrom retail stores. Department stores like Macy's , Kohl's and Nordstrom face an existential crisis, as they try to persuade investors to bet on their futures while sales slow and their core customers age. Melissa Repko | CNBCTo attract younger shoppers, Kohl's is adding trendier clothing for teens, opening more Sephora shops and bulking up its baby department. At the same time, Macy's is trying to go where younger shoppers are, including suburban strip malls and beauty aisles. The company plans to open up to 30 of its smaller off-mall Macy's stores over the next two years.

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Persons: hasn't, Nordstrom, Oliver Chen, Cowen, Chen, Kohl's, Melissa Repko, Tom Kingsbury, Maxx, Kingsbury, Macy's, It's, Tony Spring, He's, TD Cowen's Chen, Scott Olson Organizations: Nordstrom, Getty Images Department, Department, Wall, Baby Boomers, Boomers, CNBC, Target, Costco, Getty Locations: Kohl's, Macy's, Sephora, Bluemercury, Bloomie's, Zara, Chicago , Illinois