Teen Vogue's Mall Concept

THOUGH many retailers are closing and cutting back, Teen Vogue is taking its franchise to the mall.

The magazine is opening a store, called the Teen Vogue Haute Spot, in the Mall at Short Hills in New Jersey. But the magazine does not intend to sell merchandise.

Instead, the store will be a place for girls to relax, try on clothes and drink smoothies — all while marketers woo them.

“We feel we've created a retail environment that doubled as a place where they could come together, be girls, and shop together,” said Laura McEwen, the publisher of Teen Vogue.

The Haute Spot is a so-called pop-up concept, meaning that the store is not permanent. The location will be open Nov. 28 through Dec. 26.


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