\n<\/p>\n
Mall rats are back, but this time they\u2019re armed with iPhones and creating TikTok content. Gen Z, craving the chance to touch and feel clothes IRL, has revived the American mall by turning certain stores into viral destinations<\/a>. They film hauls, pose in photo booths and post content from fitting rooms.<\/p>\n Brands like Edikted and Princess Polly are taking notice. Once online only, they\u2019re racing to open physical stores to meet demand \u2014 and it\u2019s paying off. Princess Polly\u2019s net sales grew double digits last year, and Simon Property Group says they\u2019re \u201coutperforming many of the traditional retailers.\u201d <\/p>\n Between 2017 and 2022, an average of 40 malls closed annually. Now Simon\u2019s sales per square foot have surpassed pre-pandemic levels. People used to call this going to the mall, but teens call it \u201cmallmaxxing.\u201d<\/p>\n<\/p><\/div>\n Mall rats are back, but this time they\u2019re armed with iPhones and creating TikTok content. Gen Z, craving the chance to touch and feel clothes IRL, has revived the American mall by turning certain stores into viral destinations<\/a>. They film hauls, pose in photo booths and post content from fitting rooms.<\/p>\n Brands like Edikted and Princess Polly are taking notice. Once online only, they\u2019re racing to open physical stores to meet demand \u2014 and it\u2019s paying off. Princess Polly\u2019s net sales grew double digits last year, and Simon Property Group says they\u2019re \u201coutperforming many of the traditional retailers.\u201d <\/p>\n Between 2017 and 2022, an average of 40 malls closed annually. Now Simon\u2019s sales per square foot have surpassed pre-pandemic levels. People used to call this going to the mall, but teens call it \u201cmallmaxxing.\u201d<\/p>\n<\/p><\/div>\n