I know I speak for students like me back in the day, and many students today, we usually get our clothes at home when mom buys. Being from more urban area, I wanted to shop at the cool stores like "Merry-Go-Round" in the mega malls anyway. I've got no idea where kids like to shop today, but I couldn't wait to get home to KC or go to Minneapolis, or Chicago to shop.
malls are not a "cool" hangout for college students anyway, they are for junior high kids. The other population that trends at malls is Latinos.
And no stores in Iowa, NONE, are going to appeal to black athletes from Florida, Chicago, Texas, California, NONE. Perhaps some stores in Des Moines might, but I say might.
What is even a greater travesty, is North Grand used to be this magnificent oak tree lined street, that was decimated to become a 4-lane road for the mall. Whoever thought that location was good for a mall long-term was not thinking smart back then.
Kohl's will be popular, don't know about TJ Max. My wife and I love the Max, but the clothes products they carry are definitely more Urban than MidWestern.