"Despite the rise of retailers like Shein and Revolve, it's Hollister and American Eagle, both mall hot spots among Millennials in the early 2000s, that are neck-and-neck for the top spot among female shoppers in investment bank Piper Sandler's "Taking Stock with Teens" survey. Both saw above-average results in their second quarter this year, with Hollister seeing a record-breaking 19 percent increase in sales and American Eagle notching its second highest ever sales for the period, reaching $1.28 billion."
"They're not alone in tapping the Y2K wave, as other legacy mall retailers, including Pacsun, Urban Outfitters and Canada-based Garage, have also released buzzy campaigns and collaborations that have helped them capture consumer attention. From activations at music festivals like Governor's Ball to college campus events and partnerships with of-the-moment influencers, the brands are showing up where Gen-Z is spending its time - both on the ground and digitally."
Gen-Z's appetite for Y2K styles has propelled legacy mall brands to renewed relevance and measurable sales gains. Hollister and American Eagle rank highly among female shoppers and posted above-average second-quarter results, with Hollister reporting a 19 percent sales increase and American Eagle reaching $1.28 billion for the period. High-visibility marketing and collaborations amplified momentum, including American Eagle's Sydney Sweeney campaign, a Travis Kelce product capsule, and Hollister's 25th-anniversary reissue of babydoll tops and ultra-low-rise denim. Other retailers such as PacSun, Urban Outfitters and Garage used festivals, campus events and influencer partnerships to engage Gen-Z. Y2K appeal alone does not guarantee success, as Claire's and Forever 21 filed for bankruptcy after failing to evolve.
Read at The Business of Fashion
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