Mall rats: gen z shoppers are rerouting the future of physical retail

At the American Eagle store in Natick Mall in Massachusetts, a selfie mirror topped with a sticker reading, “This is what the future looks like,” is proving a draw for teen shoppers. “We want our kids to feel like they visited the brand versus visited a lot of product when they come to an AE store,” says Chad Kessler, American Eagle’s global brand president. “We’re always thinking about how to integrate creative expressions of our brand that they can interact with.” Read more at Digiday.