How social media, creators, and Gen Z behavior are reshaping suburban retail

By Hinsdale Magazine Group Staff

Not long ago, suburban shopping centers largely followed a familiar retail formula: national brands, department store anchors, and established dining concepts designed to appeal to broad consumer audiences. Today, however, the brands and restaurants gaining momentum with younger consumers are often the ones first discovered online through TikTok, Instagram, YouTube, and influencer culture.

Retail analysts now point to Gen Z consumers as major drivers of this shift. For example, a 2025 Boston Consulting Group and Women’s Wear Daily report projected that consumers age 28 and under will account for 40 percent of U.S. fashion spending within the next decade, underscoring how younger shoppers are reshaping the fashion market.

The impact is visible in real time at shopping destinations across the country. Brands that gain strong engagement online, particularly through creators, viral styling videos, “haul” culture, or influencer partnerships, are increasingly translating that momentum into physical retail expansion. Fashion retailer Edikted, which opened this past April at Oakbrook Center, is one example. Built largely through social media visibility and Gen Z awareness, the brand reflects how online popularity can quickly translate into physical retail growth.

“Influencers help drive extra excitement about new retailers we introduce at Oakbrook Center. When evaluating brands, we also prioritize digital relevance and how they engage with the customer in addition to sales productivity,” shares Justin Lushing, Associate Vice President of Leasing for GGP.

“Influencers are drawn to Oakbrook because it offers multiple content opportunities in one visit, with trend-driven retail and dining in a walkable layout.”

– Justin Lushing

“Edikted is a great example of a brand with a significant following on social media. Oakbrook Center is their only physical store in the Chicago market, and this new location has already increased traffic and attracted new customers to the center. Edikted recognized the value of establishing a presence at one of the premier shopping centers in the country, where buzz and attention are already deeply established.”

That evolution extends well beyond apparel. Dining concepts, beauty brands, and home décor retailers are increasingly shaped by online engagement across social media. A restaurant that trends on TikTok can generate immediate awareness and complement broader marketing efforts, including traditional advertising, public relations, and community visibility. Likewise, visually distinctive storefronts and dining concepts are increasingly designed with social sharing in mind.

“We’ve found that our customer (especially the gen-z customer) comes to Oakbrook to share their experience on social media,” says Lushing. “Whether it’s dining at The Purple Pig, shopping at Skims, Alo, or visiting the Restoration Hardware rooftop restaurant, social media is a clear driver of awareness, visitation, and it’s part of our real estate strategy.”

Research suggests the trend is not slowing down. At the same time, Gen Z consumers are helping drive renewed interest in physical shopping destinations, particularly centers that feel social, interactive, and visually engaging. Discovery may begin online, but many younger consumers still want to experience brands, restaurants, and environments in person.

“Experiences like the installation of floral arches has been a natural photo moment, consistently driving tagged posts from both creators and everyday visitors,” says Lushing.  “It consistently drives engagement and provides us UGC to use on our feeds.”

Influencer partnerships are no longer limited to national celebrity campaigns or major fashion brands. Increasingly, retailers and restaurants are working with local creators who have built highly engaged suburban audiences around food, fashion, wellness, design, and lifestyle content. For shopping destinations like Oakbrook Center and their partners, those partnerships can help generate awareness in ways that feel more authentic and community-driven than traditional mass marketing alone.

“Influencers are drawn to Oakbrook because it offers multiple content opportunities in one visit, with trend-driven retail and dining in a walkable layout. The steady flow of new openings makes it the perfect destination for social media content,” says Lushing. “We have noticed an increase in engagement with brands, followers, and others when new stores open or a retailer is active on social media.”

A post on Oakbrook Center’s Instagram announcing the opening of Edikted, for example, generated over 215K views and 8,300 interactions. 90% of the engagement on that post came from people who did not follow Oakbrook but presumably followed Edikted. In a recent 90-day period, the content team noticed an uptick in Oakbrook Center being tagged across social media.

The improved performance could be attributed to a few key moments. The property hosted an exclusive event featuring a premier screening of The Devil Wears Prada 2, which generated a strong wave of organic content and influencer coverage. The event included a happy hour at The Table at Crate followed by the private screening, which turned out to be a great success.

“Local influencers gravitate towards Oakbrook Center for its elevated feel, mix of luxury and aspirational retailers, and because there is always a photo-worthy moment for them to create content,” says Lushing. “The Floral Arches are significant content drivers. Plus, patios like the RH Mansion restaurant, Table at Crate and Violi draw a lot of attention.”

For retailers and shopping centers alike, the message is becoming increasingly clear: digital influence no longer sits outside the shopping experience. It is now deeply intertwined with how consumers discover, evaluate, and engage with brands both online and in person.