Simon Property Group wants Gen Z to embrace the nostalgia of hanging out at the mall again. While some retailers are opting for locations outside traditional malls to seek out more sales, reports show that 97% of Gen Z (12-27-years-old) still shop in physical retail environments. The “Meet Me @themall” campaign aims to engage this demographic back to the mall through collabs with over 250 influencers and creators. It’s also taking the nostalgia of what their parents experienced in the ’80s and ’90s to position malls as cool destinations for shopping, dining, and social fun. Because earning Gen Z’s in-store loyalty early is so important, it’s hoping they’ll latch onto real-life experiences that cannot be replicated in digital shopping spaces like the metaverse. (Retail Dive, WWD)
📊 YPulse data: 50% of 18-24-year-olds go shopping at a mall monthly
