The Frankfurt Zeilgalerie has a high reputation (88% *), but low levels of sympathy. From the product offering to the atmosphere of the mall all the way to the audience with low purchasing power as well as in the face of an intense competitive environment it clearly was in acute need for action.

Therefore the basis for the future success is a holistic strategy that draws its strengths from the knowledge about future trends, e.g. the consumer behavior, concludes with a leitmotif and generates a completely new product. This creates an island position within the stereotype of the branch-framework that is common for German shopping malls, that are (and will be) faced with increasing digital cannibalization.

Inner cities turn into lifestyle-stages. In the face of increasing time limitation of consumers the Zeilgalerie will not only include sensible convenience approaches in the area of services and fresh food-sections but also it’ll effectively satisfy the experience-expectations of the modern consumer. In times of increasing complexity, dissolving structures within society as well as in the face of increasing losses of leitmotifs, consumption is more and more becoming a founder of identity. Conspicuous consumption is increasing further: Consumers try to position themselves within society via different brands, they try to stand out and at the same time search (because of this) for the right belonging between groups (=“stand out and belong“). We don’t speak of target groups anymore, we speak of distinct stylistic groups, because the same consumer belongs to different stylistic groups, e.g. today a solid bank executive dressed in a double-breasted suit, tomorrow a cool Harley biker with leather outfit. The wish for each affiliation includes the presence at different locations where one finds like minded people. Ad hoc collectivization becomes an important parameter. Just like a zipper or when archiving data on the computer (to zip), international offerings from retail, gastronomy and culture that used to be separated will be compressed and brought together in the Zeilgalerie. This way diversity of offerings and innovations will be created. This claim, by way of the new term Zip-Shopping that displays the leitmotif, will be a central component of the new Zeilgalerie. Therefore (solvent) individuals between 27 and 35 – that can be characterized by a strong affinity to lifestyle, multimedia and culture – move into the marketing focus for the Zip-Shopping. From this core-stylistic group come a high magnet-effect for other age groups. With Zip-Shopping Industry synergies will be created, increasing linked-sales are the result.

Zip-Shopping can also be seen at the architectural design of the mall. The Zeilgalerie will be a shopping world with comfort where the borders between shop offers (cross-storing) – even across different floors – as well as between collective areas and shops (un-storing) are a deliberate blur.

Shopping and leisure offerings will be combined. With hot brands like their stores in New York. One can try everything  extensively, because that’s what the modern consumers want. You meet like-minded people and friends at the Zeilgalerie. E.g. for lunch in the kitchen store where low priced meals are offered every day. Everything with an ‚at home feeling’ – that’s called third placing. Even a car-bar for men is present, where one can get an espresso and the latest car-news while she presents new fashion to him. A book shop where customers can delve into books for hours, sitting next to a fireplace during winter time, exists too. All five senses are being strategically adressed.

Future-orientated retailers, especially on international parquet, are already beginning to adapt to this attractiveness for target groups - the right partners for the Zeilgalerie.

We can survey the potential of so-called perceived values with the market research system ‚perceived value pricing’. And therefore increase the willingness to pay for spaces to rent in the Zeilgalerie in the future. A showroom lounge (the z-room) already offers the possibility to experience the new Zeilgalerie and the future of shopping for chosen retail salesmen. This is the most important tool for distribution since targeted tenants are being addressed individually and with strategic added values. But only fitting innovative retail concepts are being invited to join in.