Simon Property Group on Monday launched “Meet Me @themall,” a brand new promoting marketing campaign focused at youthful clients, particularly members of Gen Z, the corporate mentioned in a press launch. Simon mentioned its marketing campaign leverages Gen Z’s ’80s and ’90s nostalgia, together with by transforming the hook of Easy Minds’ ’80s pop music hit “Don’t You (Overlook About Me)” to “Received’t You (Meet Me on the Mall)” to solid malls as enjoyable locations to buy, eat and dangle, the corporate mentioned.

The actual property funding belief, which owns almost 200 U.S. malls, mentioned it’s partnering with over 250 mall-loving influencers and creators to drive consciousness and engagement. The marketing campaign is on Netflix, Hulu and different streaming companies, together with Instagram, YouTube, TikTok and on Simon’s social channels.

Though some retailers are selecting to maneuver outdoors of the mall’s partitions, 97% of Gen Z customers store in bodily shops, Simon mentioned, citing a report by ICSC. 

The advert marketing campaign “is known as a complete technique to have fun mall tradition, strengthen connections with our customers, and invite folks to be a part of the expertise. Influencers and creators have a task in that,” Lee Sterling, Simon’s chief advertising and marketing officer, mentioned in an interview with Retail Dive. “That’s who individuals are connecting with, particularly Gen Z.”

Sterling mentioned the influencers chosen characteristic a mixture of demographics and pursuits. “So whether or not it is individuals who actually love vogue, which we see with Gymnasium Tan and her daughter or folks that basically love magnificence, which we see with the Pitman Sisters or somebody that basically likes meals like Dan Pelosi who’s a foodie influencer, we deliberately picked them to help our varied classes throughout the mall.”

Indianapolis-based Simon is a serious participant in retail actual property. Simon has 196 U.S. properties comprising 172 million sq. ft. Leasing volumes, shopper site visitors, occupancy and retail gross sales all rose within the second quarter. Web working earnings at Simon’s North American properties additionally rose 5.2% from a yr in the past to $1.3 billion.

Simon is wise to spend money on buyer relationship administration with Gen Z, Shawn Grain Carter, a retail business guide and professor on the Trend Institute of Know-how on the State College of New York, informed Retail Dive in emailed feedback. The explanation, Carter defined, is the transfer can create early shopper loyalty and concurrently supply an omnichannel retail expertise that may drive alternatives to achieve pockets share and improve fashion-focused manufacturers.

“Additionally they can domesticate retail loyalty and model loyalty as Gen Z matures and beneficial properties shopper buying energy over the following decade,” Carter mentioned. “Gen Z desires extra in-person experiences to attach with their friends. Simon Properties is banking on the shift in way of life that gives extra meetups offline and malls are a serious attraction in the event that they’re upgraded and technologically superior to make buying enjoyable once more for Gen Z.”

Members of Gen Z are typically between ages 12 and 27. In distinction with the previous era of millennials, Carter mentioned most members of Gen Z didn’t essentially develop up with malls as a centerpiece of their youthful buying, eating and social experiences.

In consequence, for members of Gen Z, “mall socializing and buying is a brand new cultural phenomenon and this demographic loves ‘experiences’ past the metaverse and digital buying platforms,” Carter mentioned.