Bath & Body Works in College Bookstores: Can This Bold Move Capture Gen Z? 

Bath & Body Works presented its financial performance for the second quarter of 2025, reflecting a strategic focus on customer-centric growth initiatives. The company reported net sales of $1.5 billion, up 1.5% compared to the previous year, alongside adjusted earnings per diluted share of $0.37. The sales growth was led by robust store traffic and successful promotional activity during their semiannual sale, which was strategically shifted to align with market dynamics and consumer behavior. Despite the positive revenue growth, concerns remain regarding the digital sales decline, which saw a 10% drop compared to the previous year, revealing an area of strategic improvement for the company.