The shopping experience in America is currently in a state of evolution. In years past, American consumers of all income brackets flocked to shopping malls to purchase gifts, attire and household goods.
Nowadays these demographics are changing. There are shopping malls that are still flourishing and undergoing major renovations in the United States; most of these tend to be high-end malls located in affluent areas. In less affluent areas, significant numbers of previously lucrative shopping malls are losing their anchors and scrambling to replace the lost income. Many malls have been unable to attract new anchors, resulting in noticeable vacancies or outright closures. Many more shopping malls are in danger of closing soon. However, by all appearances, reports on the total demise of the American shopping mall have been premature and wildly exaggerated.
It is true that malls have closed, and that more malls will probably close soon. Scpr.org reports that the malls in greatest peril are middle-class indoor malls whose most appealing anchor stores are Macys and JCPenney. Both of these chains have closed stores and are planning additional store closures in the future. However, Citylab.com reports on what’s really happening: The evolution that’s taking place isn’t the complete extinction of the shopping mall, but rather its emergence as a new, more appealing type of shopping center. The indoor mall as Americans knew it before is becoming a thing of the past, and mall developers are now headed in a more positive direction.
When creating the new mall of the future, more consideration is being given to the entire experience rather than just providing a favorable shopping experience. One of the best examples is touted by the CEO off Westfield Corp, Peter Lowy, whose company in the midst of several major mall renovations and massive shopping centre projects. To better compete, Westfield is re-creating the mall as a “lifestyle center” — a destination for more than just shopping
In the dying indoor mall of the past, the shopping was the main attraction. It seemed that other fundamental human activities such as eating and using the bathroom were given …