Casey Lewis, founder of the After School newsletter and Gen Z consumer trends expert, dives into the current revival of mall culture, revealing how TikTok is reigniting interest in classic brands like J.Crew and Abercrombie. They discuss unique shopping experiences that attract Gen Z, the excitement of recent fashionable collaborations, and the challenges legacy retailers face. Lewis also shares insights on nostalgia’s pull, dissecting how brands like Gap and Victoria’s Secret are trying to connect with younger audiences in a rapidly changing market.
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question_answer ANECDOTE
Teen Magazine Obsession
Casey Lewis's teen magazine obsession shaped her career, focusing on youth trends and identifying them early.
A fashion blog helped her land a Teen Vogue internship, despite being from rural Missouri.
question_answer ANECDOTE
Empty High-End Mall
Alyssa visited a Nashville mall and found high-end stores empty, while her local Virginia Beach mall lacked variety beyond Sephora.
This sparked concern about the changing retail landscape and mall relevance.
insights INSIGHT
TikTok & Mall Culture
Younger Gen Z frequents malls due to TikTok haul culture, while older Gen Z shops online.
This highlights the generational divide in shopping habits and TikTok's influence.
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Fashion is in the midst of mall madness! Alyssa is joined by Casey Lewis, founder of the After School newsletter and Gen Z consumer trends expert, to discuss the rebranding and reinvigoration of the stores they grew up shopping at their local suburban malls, including J.Crew, Abercrombie, Hollister, Gap, Old Navy, Limited Too, Claire’s, Victoria’s Secret, and more. Tune in for a lively, winding discussion and Casey’s insights on how TikTok haul culture is driving Gen Z to the mall; why a marketer’s job is so difficult right now (especially for mall brands) and how to successfully capitalize on a moment; the exciting new energy coming from J.Crew’s editorial and social media output; the frenzy surrounding the Gap x DÔEN, Gap x Madhappy, and J.Crew x Maryam Nassir Zadeh collaborations; a scene report from the Old Navy x The Cut Fashion Week party at Webster Hall; how mall brands are engaging with culture in a way they haven’t previously; the halcyon days of Target and H&M designer collaborations and whether we’ll ever get back there; why the Zac Posen era at Gap Inc. feels so promising; whether millennial icons like Alexa Chung (who just partnered with Madewell again after 14 years) and the Victoria’s Secret Fashion Show can truly excite a new generation; the Gap Fall 2024 dance commercial featuring Troye Sivan really resonating on TikTok; Tyla being the ticket to Gen Z for both Gap and Victoria’s Secret; the Hollister viral babydoll shirt; Abercrombie’s fascinating success among elder Gen Zs and younger millennials; the Limited Too comeback and why the brand’s catalogs are selling for $150 on Etsy; the renaissance of mall-favorite labels Tory Burch and Coach; and whether this mall mania is simply a result of the Y2K nostalgia wave that fashion can’t seem to escape.
The New Garde with Alyssa Vingan