Mall Rats Reborn: How Hot Topic is Using Entertainment to Revitalise Retail
Summary
Malls may be losing commercial relevance, but some brands are reclaiming their cultural relevance. In a widely successful experimental pilot, Hot Topic has launched two social-first sitcoms shot entirely in malls, casting creators from punk, goth, and cosplay scenes to reclaim its ALT roots. As Gen Z flocks back to IRL hangouts and “third places,” the brand is transforming shopping centres into entertainment stages. It’s part of a wider shift toward entertainment-first marketing, echoing moves by brands like Dick’s Sporting Goods, which have built in-house studios to power the growth of their own and partner brands. Hear from Hot Topic and their agency partners Small W•rld about how to pull this strategy off successfully.
- Format: Panel
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Contributors
- Mikayla Hopkins
- Duncan Joseph
- Katherine Miller
- Dan Salkey
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