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Teen Vogue's Mall Concept

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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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Elaine Misonzhnik

Senior associate editor Elaine Misonzhnik has been writing for National Real Estate Investor since June 2006 and has covered commercial real estate for more than 12 years. She first became...
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