Why Malls Make Fashion Sense
Our research reveals new audience behaviour in the fashion sector
In an era where retail strategies evolve rapidly, shopping malls remain a dynamic, high-impact environment — especially for fashion brands seeking a deeply engaged, trend-aware audience. Our latest research into mall-goers’ fashion behaviours reveals why malls are more than just commercial spaces — they’re a vital stage for fashion influence and brand growth.
A Captive, Fashion-Hungry Audience
Mall-goers don’t just shop — they invest in fashion. They are significantly more likely to buy from major high-street retailers like Primark, H&M, and Zara — in some cases, up to 32% more than the average shopper. They also gravitate towards athletic and lifestyle brands such as Nike and Adidas at rates well above the norm.
Importantly, mall-goers aren’t tied to a single channel. A notable portion also shops with digital-first retailers like ASOS and Boohoo, showing they embrace omnichannel shopping behaviors. But they’re less inclined to shop for clothes in supermarkets, highlighting the value they place on dedicated fashion environments — like those malls provide.
High Spending Power, Higher Intent
If fashion is a priority, then spend is a signal — and mall-goers signal loudly. They are 38% more likely to spend £150 or more on a shopping trip, and 50% more likely to invest over £3,000 a month on fashion. This isn't casual browsing; it's serious purchasing intent from a highly engaged consumer base.
Seasonal Style, Year-Round Demand
Seasonal moments bring even more momentum to the mall environment. Warmer weather and the holiday season, in particular, are prime times for fashion engagement, with 77% of mall-goers citing travel as a major reason for updating their wardrobe. But the appetite for fashion isn’t limited to getaways — 70% shop for everyday looks and seasonal refreshes, highlighting year-round demand. Social events and lifestyle needs also drive fashion interest: 49% shop for partywear, 44% for colder weather, and 41% for formal occasions. Fitness and sportswear resonate too, with 30% of shoppers seeking activewear, while 23% tap into festival fashion, proving that malls serve as an all-season stage for diverse, style-driven lifestyles.
Values that Match Today’s Fashion Brands
Today’s successful fashion brands are built not just on aesthetics but on values. Mall-goers mirror this evolution. They care about fit, comfort, affordability, and material quality, but also display a higher concern for sustainability and brand ethics — up to 28% more than the norm. They aren’t just dressing for today — they’re buying into brands that represent a better tomorrow.
The Experience Matters
Malls offer something e-commerce still can’t replicate: the experience. For fashion-conscious consumers, shopping is as much about social interaction and exploration as it is about the purchase itself. Over half of mall-goers shop with friends or family, and 45% say they’ll return to buy something they like after browsing — a strong signal for the impact of brand visibility and in-mall touchpoints.
Inspiration Happens Here
Mall audiences are not passive shoppers — they’re fashion leaders and cultural sponges. Compared to the average, they are 29% more likely to seek style inspiration from celebrities, shows, fashion magazines, and street style. They're 40% more likely to keep up with trends, and many see themselves as influencers in their circles — 30% more likely to take risks in their fashion choices, and 40% more likely to believe they set trends.
The Takeaway for Fashion Brands
Mall-goers are not only more likely to spend significantly on fashion, but they also shop with purpose — driven by travel plans, seasonal shifts, social events, and lifestyle aspirations. They’re fashion-conscious, socially connected, and often shop in groups, creating peer-influenced moments where preferences spread organically. These aren’t passive passersby — they’re active browsers, trendsetters, and repeat visitors who engage deeply with their surroundings.
Malls also offer the unique combination of point of influence and point of purchase in the same environment — something few media channels can claim. Whether it's a bold OOH campaign, an in-store activation, or a compelling window display, the proximity to purchase is immediate. Add to that the immersive, social nature of the space — where people are relaxed, open to discovery, and often seeking inspiration — and it becomes clear: the mall isn’t just a backdrop for fashion advertising, it’s the ultimate catwalk.
Fashion may change with the seasons — but the mall remains a consistently fertile ground for brands ready to make their mark.
The Summer Space
With Summer being a key driver in fashion purchases, including the likes of travel, events and festivals, our recent research ‘The Summer Space’ demonstrates how malls are uniquely positioned to thrive in the warmer months and become the epicenter of summer culture.
Want to discuss this further? Please feel free to get in touch if you would like to talk to us about opportunities relating to anything mentioned above or any other queries.