Think back to your youth. When you visited your local malls in in the 1990s or early 2000s, they resembled marketplaces of vendors and major retailers. It was a living and breathing brochure of SKUs. Back then, storefronts didn’t require special features, personality, or experiential qualities. Consumers were there to discover, to shop, and to transact. Today, the malls that are still ascendant are something different than what we remember. The malls that failed to evolve are crumbling beneath the weight of changing consumer preferences, personal technologies, and faltering specialty retailers.
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