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Who Will Save Coldwater Creek, Millennials’ Least Favorite Brand?

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Here are the stores that the youths are shopping the most — and least.

A pair of furry gray flip flops.
Is this slozy?
Photo: Coldwater Creek

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It will probably come as no surprise to you that ASOS, the high street retailer that churns out clothing and accessories as fast as new trends bubble up, pulls 60 percent of its revenue from millennials’ wallets. Or that, according to a new study from the analytics firm Slice Intelligence, millennials account for more than half of online sales at Topshop and Thinx, the period underwear startup.

Nor might you be shocked to learn that Coldwater Creek, Talbots, and Lands’ End are among the online retailers with the fewest fans in their 20s and 30s. At Coldwater Creek, just 3 percent of web sales come from millennials.

Which means, as those young folk age into their prime money-making and -spending years, stores like Coldwater Creek could be up another kind of creek. Coldwater Creek in particular has already been through the ringer before: In 2014, its intellectual property was bought out of bankruptcy proceedings by the private equity firm Sycamore Partners, which then relaunched the brand.

Will millennials step up to the plate and save the stores that they “think their mom used to shop at?” (I’m quoting myself here.) As a person of that age bracket, I took the liberty of rooting through Coldwater Creek’s website to find the most youth-friendly wares on hand.

See if any of it strikes your fancy.

“Spa Thong” Slippers, $37.95

The kids went nuts when Rihanna made those fur slides for Puma last year. These “Spa Thong” Slippers, available for $37.95, are not quite the same thing.

Center Stage Chiffon Dress, $79.95

Lorde, a millennial so young she may not even be a millennial at all, put out a music video last week for her new banger “Green Light,” in which she wears a very good fuchsia minidress that sent millennial Racked editor Elana Fishman on an Internet tear trying to locate it, only to discover that it was probably a vintage piece. Anyway, if you were to purchase Coldwater Creek’s Center Stage Chiffon Dress in Raspberry, shorten the hem by half, and use the remaining fabric as a neck scarf, you could almost achieve the look.

Destinations Geo-Print Gored Skirt, $79.95
Alicia Vikander wears a tea-length floral dress.
Alicia Vikander, an actress.
Photo: Chung Sung-Jun/Getty Images

Beyond the fact that this Destinations Geo-Print Gored Skirt comes in the millennial-baiting and suddenly unappetizing shade “Avocado,” it vaguely resembles a dress that Academy Award-winning Who Alicia Vikander wore last summer. So, there’s that.

Classic Shell, $39.95

The NEW Classic Shell (not its technical name, probably) in Canary Yellow actually seems like the sort of chic, minimal thing that nodels (“real girl models”) who shop at Maryam Nassir Zadeh’s boutique on the Lower East Side and have very toned yoga arms might wear.

B-Moc Quilted Puff Boots by Bogs, $79.95

Ugly shoes are cool and we all think so!!!