Gen Z Is Bringing the Mall Back From the Dead. Here's How 'Mallmaxxing' Is Reshaping Retail.

"Gen Z, craving the chance to touch and feel clothes IRL, has revived the American mall by turning certain stores into viral destinations. They film hauls, pose in photo booths and post content from fitting rooms."

"Brands like Edikted and Princess Polly are taking notice. Once online only, they're racing to open physical stores to meet demand - and it's paying off. Princess Polly's net sales grew double digits last year."

"Between 2017 and 2022, an average of 40 malls closed annually. Now Simon's sales per square foot have surpassed pre-pandemic levels."

"People used to call this going to the mall, but teens call it 'mallmaxxing.'"

Gen Z is transforming American malls into vibrant destinations by using iPhones to create TikTok content. They enjoy the tactile experience of shopping, leading to a resurgence in mall visits. Brands like Edikted and Princess Polly, previously online-only, are opening physical stores to meet this demand, resulting in significant sales growth. Simon Property Group reports that sales per square foot have exceeded pre-pandemic levels, indicating a shift in consumer behavior towards 'mallmaxxing' among teens.

Read at Entrepreneur