Simon Malls knows how many Americans cherish fond memories of the food court and teenage days when the local mall was the center of the known universe. A new Gen Z-focused campaign, “Meet me @themall,” hopes to reignite that nostalgia, filtered through a decidedly Gen Z social media lens. Simon’s chief marketing officer Lee Sterling tells Retail Insider what’s new in mall culture and what she hopes to accomplish with the latest marketing push.
Interview has been edited for length and clarity.
Retail Insider: A few years ago, the combination of COVID, retail bankruptcies and ecommerce led many to proclaim that the American shopping mall was nearing death. Today, Simon’s revenues are up and mall vacancies are low. Want to comment a little on the health of malls?
Lee Sterling: I’m a boomerang employee with Simon, and I came back last year because I felt like malls were having a moment. Working for the largest owner of shopping malls, this is the very definition of “in real life” shopping experiences, and I feel like we have a real opportunity. People across generations are seeking joy. They want opportunities to make connections, have exceptional experiences and create lasting memories, which we see in our malls every day. We have shopping destinations from coast to coast, including iconic malls like Roosevelt Field on Long Island, King of Prussia in Philadelphia, and Atlanta Square.
We have certainly seen an increase in Gen Z shoppers in all our properties. And while they tend to get painted with this broad brush of being digitally obsessed, the reality is that's not the whole story. They prefer to shop in person more than any other generation. We decided to dig into their experiences and offer this invitation to “meet me @themall.”
Retail Insider: Talk about that nostalgia a bit more. The spots from SuperBloom House are set to a version of Simple Minds’ “Don’t You (Forget About Me)” from “The Breakfast Club. That’s some circa-1985 nostalgia right there. Why is that Gen Z?
Sterling: This is Gen Z-focused in that we are working with many of the young influencers who are TikTok mainstays. The cast includes people like Alejandro Rosario, the Pitman Sisters and Gym Tan.
However, these spots are creating an invitation not just for Gen Z but also for their moms. Malls have long been part of the American culture, especially for young people, whether meeting friends in the food court or shopping for that first day of school outfit. I’m a mom of a Gen Z kid and believe me, malls are still very much an intergenerational experience. And this campaign invites everybody in. Gen Z, Gen Alpha, Gen X, boomers, and millennials want connection. They are all looking for that third place.
Retail Insider: How does the media plan reflect that?
Sterling: It is streaming on CTV, so you'll see it on Hulu, Disney+ and Netflix. And you’ll also see it on social media: Instagram, YouTube and TikTok. And it is coming to life through a network of 250 influencers, who are all creating their content at our centers across the country. We’ve asked them to showcase their own day at the mall, set to our custom tunes. We’ve just launched, but the response has been positive so far.
Retail Insider: Over the last few decades, malls have frequently been declared dead. What makes today’s malls different?
Sterling: Back in the day, malls were very fashion-heavy. Today, there's more dining and more different kinds of restaurants. There are more experiential tenants, like Lifetime Fitness, and more movie theaters. Customers demand something different, and the properties in great markets will always change to meet changing demands.
Retail Insider: Most people don’t think about malls as brands. The retail tenants within malls spend a great deal on advertising, driving mall traffic -- but how much advertising does Simon itself need to do?
Sterling: Simon is different because we have always advertised, typically around the back-to-school and holiday season. For the last decade, that’s been mostly digital. This campaign is more significant than we've done before, with both TV and influencers. And it’s breaking now because the fourth quarter is our Super Bowl. Over the next few months, we’ll introduce new creative for the campaign with a more specific holiday twist.
Retail Insider: What kind of results are you expecting?
Sterling: We are looking at brand awareness, affinity, reach, and social engagement.