Simon's Meet Me @themall Targets Gen Z Shoppers
Laura McQuarrie — September 30, 2024 — Marketing
References: instagram & stocktitan.net
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."
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."
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.
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