Bath & Body Works Reports Sales Decline, Shifts Away from 90s Branding to Attract Gen Z

Those of us who grew up in the '90s and early 2000s likely have a specific mental image of Bath & Body Works: country-style storefronts, woven baskets overflowing with lotions and shower gels, and shelves lined with fragrances like Cucumber Melon and Sweet Pea.

The retailer's distinct branding helped turn it into one of the mall's most recognizable stores.

But the qualities that once made the brand iconic don't seem to be resonating as strongly with today's shoppers.