At Quester, we define a subculture as a group deeply connected by shared behaviors or passions. Gen Z’s reawakening of Mall Culture is a prime example:

• A space for social connection
• A backdrop for content creation
• And even way to skip shipping delays
• What does this mean for marketers?

Mall Culture isn’t just about shopping, it is about connection and entertainment too. It’s about showing up where a consumer and their subculture lives, breathes, and spends their time.

We’ve seen a few brands that are paying attention, and activating as the back-to-school shopping season is upon us.

PacSun is leaning into Mall Culture with its Denim Days campaign, shot in malls and fronted by Gen Z influencers like the Williams twins and Alana Champion.

American Eagle is activating over 800 store locations on Snap Map, turning physical stores into digital touchpoints, complete with augmented reality try-ons.

None of these are our clients, but we love what they’re doing. This is cultural relevance in action.