The Glossy Podcast: "How to Make It in a Mall"

Date: January 9, 2026
Host: Dani Parisi (Senior Fashion Reporter)
Guests:

• Zofia Zviglinska (International Reporter)
• Jill Manoff (Editor in Chief)
• Mitchell Parton (Modern Retail Reporter, Special Guest)

Episode Overview

This episode explores the current state and evolving dynamics of American shopping malls in a post-e-commerce, post-pandemic landscape. The discussion delves into which brands and mall types are thriving, the enduring allure of malls—especially among Gen Z—and how experiential innovations, strategic brand positioning, and influencer partnerships are shaping the new era of mall culture. The conversation is rich with anecdotes, data insights, and case studies from around the country.

Key Discussion Points & Insights

1. State of the American Mall: Resilience & Bifurcation

• Recent Foot Traffic: Data from Black Friday 2025 shows mall traffic is generally stable, with modest gains—open air centers up 1.7%, indoor malls up 0.8%, and outlet malls down 0.8% (03:27).
• Mall Performance Divergence:
  • Some malls hit record attendance (e.g., Mall of America saw traffic up 8.5% over 2024, and nearly 2% above 2019).
  • Others experience vacancy and closures—even of the same brands that flourish elsewhere (05:27, 06:47).
• Mall Tiers: Discussion about how retail analysts and brands differentiate between "high tier" (upscale, successful) and "low tier" (struggling) malls—often within the same metro area.

2. Local Case Studies: Regional Mall Health Check

• St. Louis: Only 1 in 6 malls have closed since 2013 (lower than expected); a handful remain vibrant while others have shuttered (08:02).
• Dallas: Upscale malls thrive, smaller ones adapt as "community hubs" with unique community-targeted tenants, e.g., Burlington, Asian stores (08:02).
• NYC: Few traditional malls—mostly luxury and experiential (e.g., Hudson Yards, Brookfield Place with art installations and events), plus the vast American Dream complex (09:09).
• Flushing's Tangram Mall: Asian-led retail and experiences are increasingly influential, drawing diverse crowds for both shopping and entertainment (17:08).

3. Brand Winners and Losers

• Trending/New Mall Brands: Pop Mart (Labubu, blind boxes), Primark, Princess Polly, Skims, Alo Yoga, Aritzia, Addicted, Garage, Alter’d State, EverEve. These brands leverage social media trends and cater to Gen Z (11:01–12:22).
• Classic Mall Brands' Renaissance: American Eagle (Sydney Sweeney campaign), Abercrombie & Fitch, Gap, Hollister, Victoria's Secret ride a wave of nostalgia and influencer-driven marketing to new relevance (12:22–13:29, 14:50).
• Struggling Brands: Claire’s, Forever 21, JCPenney face bankruptcy or mass closures, unable to keep pace with digital adaptation and trend cycles (26:18).
• Strategic Shifts: Some brands, e.g., Bath & Body Works, are pulling out of malls, focusing on non-mall locations (24:43).

4. The Gen Z Effect & Influence of Experience

• Mall as Social Hub:
  “60% of Gen Z say they go to the mall just to hang out, which feels incredibly old fashioned, but it still happens.” – Dani Parisi [12:22]
• Influencer & Celebrity Partnerships:
  Malls and brands actively court Gen Z with influencer activations, TikTok campaigns, celebrity appearances (e.g., American Dream's Kim Kardashian & North West events) (13:54).
• Experience Brings Foot Traffic:
  Example: Tangram Mall with arcades and niche stores, Brookfield Place’s Canstruction event, and American Dream’s immense recreational features (17:08, 09:09).

5. The Rise of Experiential Anchors

• Mall Anchors Are Evolving:
  “The idea of a mall anchor is just totally changed. It can be several different things, as long as it takes the space for it.” – Mitchell Parton [24:04]
• Notable Experiential Tenants:
  • Netflix House: Hybrid of immersive experiences (Stranger Things, Squid Game), dining, retail—taking over old department store spaces (20:14).
    “They really see the mall ecosystem as important to this concept and vice versa.” – Mitchell Parton [21:31]
  • Dick’s House of Sport: Large-format sports stores with climbing walls, batting cages, and skating rinks. Stores average $35M in annual sales (23:33).
  • Luxury Offerings & Cafes: Upscale brands like Gucci and Prada anchor high-tier malls, often paired with bespoke customer perks, in-store cafes and services (16:07, 30:32).

6. Cultural Shifts: Asian Retail Concepts & Diversity

• A surge in Asian-led stores and concepts, both in apparel (Uniqlo) and entertainment (Gachapon, Bandai Namco, Miniso), is revitalizing malls and offering novelty, discovery, and community appeal (17:08, 18:19).

7. Brand Strategies for Success

• Adapt Quickly: Be nimble with trends, as “trend cycles are so fast” now (11:02).
• Embrace Influencers: “Influencer is very powerful and I think they were gifting left and right and saw the opportunities there...” – Jill Manoff [27:19].
• Experiential Focus: Add in-store customization, events, or even immersive experiences to differentiate from online and boost repeat visits (28:27).
• Exclusivity & Curation: Offer in-store exclusives, limited drops, or services (e.g., pickup, monogramming) that create a reason to visit IRL (29:36).
• Mall Selection: Target thriving malls, especially those with strong anchor tenants or innovative draws—even if rents are higher (29:56).

Notable Quotes & Memorable Moments

• On mall nostalgia and relevance:
  “The ones that speak to nostalgia and it's Gap and it's Hollister, Abercrombie... Victoria's Secret having their big comeback.” – Jill Manoff [14:50]
• On influencer and Gen Z power:
  “Gen Z is going to the mall. So that's where we're going to show up, you know?” – paraphrased from Alison Smith's reporting via Dani Parisi [14:14]
• On experiential evolution:
  “Every store had to offer something that was an experience, whether it was customization, offering, like monogramming... that's so smart. So things obviously that you can't get online.” – Jill Manoff [29:36]
• On changing anchors:
  “Giant mall anchors. The idea... has totally changed. It can be several different things, as long as it takes the space for it.” – Mitchell Parton [24:04]
• On the core role of discovery:
  “It offers discovery. You want to just get out of the house and do something... curation component, which you know, online, you're seeing so much, but it may not be the most expert curation.” – Jill Manoff [19:16]

Timestamps for Key Segments

• Opening and Holiday Mall Context: 00:04–03:27
• Mall Data & Mall of America Success Story: 03:27–05:36
• The Local State of Malls (St. Louis, Dallas, NYC): 06:47–10:34
• Brand Winners (Pop Mart, Aritzia, etc.): 11:01–13:29
• Gen Z & Influencer Marketing in Malls: 12:22–14:14
• Classic and New Mall Brands: 14:50–16:28
• Luxury and International Shopper Appeal: 16:28–17:08
• Cultural Shifts: Tangram Mall, Asian Retail Trends: 17:08–18:47
• Experiential Anchors: Netflix House, Dick’s House of Sport: 20:12–24:04
• Anchor Evolution & Non-traditional Tenants: 24:43–26:16
• Mall Brand Failures & Adaptation: 26:18–27:15
• How to Make It in a Mall: Summing Up: 28:10–30:38

Three Keys to "Making It" in a Mall

1. Emphasize Experiential Offerings:
   • Customization, in-store exclusives, events, and immersive spaces (Netflix House, sports facilities, arcades).
2. Leverage Influencers & Stay on Trend:
   • Quick adaptation, active presence on TikTok, and partnerships with digital creators.
3. Strategically Select Location & Anchor Neighbors:
   • Choose vibrant, well-trafficked malls, ideally with innovative anchor tenants that boost collective footfall.

Summary:
The American mall may have contracted in numbers, but it's dynamically evolving. Success now depends on experiential innovation, understanding local and generational dynamics, investing in influencer-driven marketing, and making thoughtful real estate choices. While nostalgia brands can still win, the new mall experience is all about blending shopping, entertainment, cuisine, and community—especially for the Gen Z shopper, who still craves the IRL, curated, and sharable.