What I saw at the mall yesterday 🧵
20%/25%/30% was the new 40% when it came for “percent off the whole store deals.” Promos down as expected due to the tighter inventory environment. GM positive, especially for those with longer lead times that prob bough w/more promos in the plan.
A few retailers whose reputation is synonymous with much deeper discounts stayed higher. I don’t think it is necessarily a bad sign, they bought w/this in mind and are fulfilling promise to the core customer. $PLCE and Fabletics at 50%, old $ARO at 60-70%
The stores not in this “known for promo” bucket that went deeper… could be a sign. This group: Eddie Bauer 50%, $ANF’s Hollister 40%, $GPS Gap and Banana 40%, old $ASNA Loft 50%, $EXPR 40-60%
Some stores were being very strict with limiting capacity, ropes and all. No rhyme or reason to who did it and who didn’t. Among the strict: $VFC North Face, $FL Kids FL and FL, $VFC TBL, PSUN, $VSCO Pink but not VS , $BBWI, $DECK Ugg, $ARO Aerie, all the luxury shops ex $TIF
Makes sense the luxury stores restricted. Gotta keep the salespeople with strong relationships happy and feeing safe. They are important and don’t need to make them unhappy dealing with masses who look but don’t buy anyway.
In the stores that seemed busy relative to size, some key themes present - skate/90s retro, athletic both hot. Among the biggest crowds $ZUMZ and $VFC Vans. Also $FL, old $FINL, and boutique indie streetwear shop.
Others random call outs for being particularly busy: $GME, Lego, $KER Gucci, $LVMH LV, recent IPO Doc Maarten, $VSCO VS and Pink, $BBWI, $ATZ , $AAPL, $ARO aerie
Keep in mind, this is just one mall. Crowds indicative of just one location but promos are generally more of an across the board thing. Was in GSP, Paramus. A+ mall with high income, higher diversity demographic than average.
Among the dead stores: Tommy Bahama, Vineyard Vines, Tumi, J Jill, Scotch and Soda. Prob means that adult men and older people in general avoiding the mall on BF, more than anything about these particular stores.
Perhaps the biggest takeaway… there is a LOT of vacancy for such a desirable mall. They covered it up nicely, but have never seen so many open spots there. Remind me why $SPG is basically at pre-pandemic price in potentially rising rate environment 🤔
Pictures just for fun: very long line for $AEO aerie 
Not sure if I captured it well, but people waiting an hour or more for $DECK Ugg store. More like Ugh.
$VSCO VS digging deeper into the new found size acceptance that has been working for them. New mannequin looks like a size 12 to sit alongside a 4/6.
I can see why $M SG&A is so low! Part 1
I can see why $M SG&A is so low! Part 2 (also I can see why $NKE is cutting them off… this is not how they want their product displayed!)
L I can see why $M SG&A is so low! Part 3
This $BIRD is laying no eggs.
Not one but two #SquidGame kiosks. But is it officially licensed product with money to $NFLX? And who needs a squid game crossbody bag????
No one told me the mall allows dogs now! 😍
The normalization of Chrismakkuh continues.
That’s a wrap. Was great (well kinda) being back in the mall on BF after missing it for the first time in prob 20 years last year. But I found out Steven Sondheim died while doing my BF checks. I had a little cry. Emotional day. #rip to the #goat of musical theater
Oops $AEO aerie. We need that “edit” option!
Ugh I did it twice $AEO aerie. This is what I get for trying to squeeze this in before making the kid lunch….
I hate when I have one thread tweet that gets separated on its own like this one did!
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