What: Major mall operator Simon Property Group introduces new advertising campaign 'Meet Me @themall' aimed at attracting younger customers, particularly Gen Z shoppers.

Why it is important: This move underscores the retail industry's recognition of Gen Z's growing economic influence and the need to adapt traditional shopping venues to meet changing consumer expectations and behaviours.

Simon Property Group, owner of nearly 200 U.S. malls, has launched "Meet Me @themall," a new advertising campaign targeting Gen Z consumers. The campaign leverages '80s and '90s nostalgia, reworking the hit song "Don't You (Forget About Me)" to "Won't You (Meet Me at the Mall)" to portray malls as fun places to shop, eat, and socialise. The initiative involves partnerships with over 250 influencers and creators to drive awareness and engagement. The campaign is being distributed across various platforms, including Netflix, Hulu, Instagram, YouTube, and TikTok.This strategy aligns with broader trends in the retail industry, where malls and department stores are increasingly focusing on creating unique experiences to attract younger consumers. Despite the growth of online shopping, 97% of Gen Z consumers still shop in physical stores, according to ICSC research cited by Simon. The campaign reflects Simon's comprehensive strategy to celebrate mall culture, strengthen connections with consumers, and invite people to be part of the experience. It also demonstrates the company's adaptation to changing consumer preferences and the growing importance of influencer marketing in reaching Gen Z audiences.

IADS Notes: Simon Property Group's "Meet Me @themall" campaign aligns with broader trends in retail strategy aimed at attracting younger consumers, particularly Gen Z and millennials. As seen in the "US malls push unique experiences to create traffic" report, malls are increasingly focusing on creating engaging experiences to draw visitors, a strategy that Simon is embracing with its new campaign. This approach is mirrored in department stores' efforts to appeal to younger demographics, as highlighted in the article "Department stores aim to attract gen z and millennials." The campaign also reflects the enduring importance of physical retail spaces, despite digital growth. The European survey showing that 92% of shoppers prefer in-store experiences supports Simon's investment in revitalizing mall culture. These trends collectively underscore the retail industry's shift towards creating immersive, multi-faceted environments that cater to younger consumers' preferences for experiential shopping and social interaction.

Simon taps influencers to draw Gen Z to the mall