With fresh, innovative stores their lifeline, American malls are bending over backwards to lure digitally native brands. The pressure to provide these brands a seamless transition to physical retail is forcing big changes and the malls up to the challenge on the right track. “The retail landscape is waking up to the idea that DTC brands need flexibility.” Before, the only way to find your consumer was to be in a retail location. Today, the location needs the brand more than the brand needs the location.”
And one hot brand works to attract others.