REMEBER HOLLISTER? GEN Z DOES

Heritage mall brands like Hollister, American Eagle, and Abercrombie are making a comeback, thanks in part to Gen Z and Alpha's renewed interest in these once-forgotten labels. With over 116K related posts on TikTok, FYPs are flooded with brand try-ons and "shop with me" content from them.  These brands have successfully reinvented themselves by shedding past controversies and embracing nostalgia and authenticity. American Eagle, notably, has capitalized on nostalgia by featuring the beloved Snoopy character in its highly successful sleepwear collections.  By focusing on comfy loungewear that can be worn both indoors and outdoors, and incorporating trendy motifs like bows and holiday-inspired graphics, they've successfully repositioned themselves to remain relevant and compete in today's market.