Bankruptcy and financial peril is the rite of passage for the Mall brand.The return of mall brands is upon us. But how did they make the turnaround? By taking risks, for one. Partnering with Kanye could be a mistake, or stroke of genius to take the storied brand back into the premium category and pivot away from availability to scarcity.“I actually see the partnership between Kanye and GAP as actually the start of the Gap turnaround. I mark that as the moment. From a cultural standpoint and brand standpoint, the partnership with GAP and Kanye was the turnaround. It marks the beginning for me.” -Brian Brands like Old Navy are making a comeback by being more size inclusive with their recent campaign, Bodequality: offering all sizes, 0-30, XS-4X for all the same price. “What Old Navy is doing is incredible and inclusive. It's the kind of thing that you need right now in order to make a turnaround. And in a time where I think, you know, folks are willing to spend money.” -PhillipAnd yet another win for a GAP brand, an incredible execution in partnerships comes from Athleta. Their partnership with Simone Biles and Allyson Felix is timely and relevant to our culture. GAP is continuing to kill the game when it comes to partnerships. With recent news in getting Athleta partnered and being sold in REI. “I've seen retailers miss the mark in the past. The fact that these storied mall apparel retailers are doing such an amazing job at sort of reframing who they are for this moment in the culture is impressive. But can they keep it up?” -Phillip Malls aren’t dying, in fact they’re more alive than ever. With the recent trends of brand partnerships, malls will continue to make a comeback. Associated Links:Listen to Episode 89: New CommerceKing Stakh’s Wild HuntPhillip’s Twitter postCNN articleThe Business of Aspiration Want to read more about the mall comeback? Check out our recent Insiders #102: Mall Luxury Experience Get on the list for Nine by Nine! Subscribe to Insiders! Have any questions or comments about the show? Let us know on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!