Real estate investment trust Simon launched a new nationwide campaign, Meet Me @themall, that invites Gen Z to share more experiences and make new connections at the mall. According to a 2023 report by the ICSC, 97% of Gen Z respondents said they shop at brick-and-mortar stores.
The campaign touches on Gen Z's love of 80s and 90s nostalgia, and their passion for fashion, music and movies with a fresh reimagining of Simple Minds' Don't You (Forget About Me,) known for its role in The Breakfast Club.
"The mall is a touchstone of the American cultural experience–one with remarkable staying power," said Lee Sterling, Simon's Chief Marketing Officer, in a press release, "While the mall experience has evolved over the years, it continues to capture the zeitgeist of each generation."
Next-Generation Mall Campaigns
Simon's Meet Me @themall Targets Gen Z Shoppers
Trend Themes
1. Retro-themed Shopping Experiences - The campaign’s focus on 80s and 90s nostalgia aligns with Gen Z’s affinity for retro culture, creating an immersive shopping environment.
2. Interactive Social Campaigns - By encouraging Gen Z to share their mall experiences, the campaign taps into social media engagement, driving both in-store and digital traffic.
3. Mall-centric Community Building - The emphasis on forging connections at the mall speaks to a growing trend of retail spaces evolving into community hubs.
Industry Implications
1. Retail Real Estate - Simon’s campaign revitalizes the traditional mall space, adapting it to modern consumer demands and expanding its role beyond shopping.
2. Marketing and Advertising - The innovative use of nostalgia and interactive elements in Simon’s campaign represents a shift towards experiential marketing.
3. Fashion and Apparel - By integrating elements related to fashion, music, and movies, the campaign sets a precedent for multi-sensory retail experiences in fashion outlets.