Outlet Retailing - Value Retail News

DEVElOPMENT NOTES
MCG Transforms Messancy FOC
McArthurGlen
designer Outlet
luxembourg
will officially unveil its
new look in April to the
6 million consumers who
live within its 90-minute
catchment.
The center, which
originally opened as Factory
Shopping Messancy
in 2003, was acquired
by McArthurGlen and
Henderson Global Investors’
European Outlet
Mall Fund in 2008. The
JV then embarked on a
complete refurbishment, which in turn
has attracted a range of new brands to
the 16,500-m2 project.
McArthurGlen Luxembourg is 30
minutes’ drive from the center of the
city of Luxembourg. It sits in the heart
of the Greater Region of Luxembourg,
which stretches into Belgium, Germany
and France, and attracts nearly 3 million
tourists a year.
New brands opening this spring at
McArthurGlen Luxembourg, enticed by
Exclusive first look
at McArthurGlen’s new
spring campaign
For the first time in its 15-year
history, McArthurGlen is launching
a pan-European TV campaign
that will air in six markets.
The debut screening is planned
for Italy in late March, before being
rolled out in the UK, Belgium, France
and Luxembourg in April, and finally,
Greece, in May.
The launch is strategically timed to
support key McArthurGlen developments
in each market.
For Italy and the UK, the campaign
will be used to promote spring marketing
activity, while for Greece, Luxembourg,
Belgium and France the timing
will heighten awareness of the opening
of McArthurGlen Designer Outlet
Athens and the new look of McArthur-
Glen Designer Outlet Luxembourg,
respectively.
18 InternatIonal outlet Journal SPRING 2011
henderson’s designer Outlet luxembourg, belgium
the center’s enhanced shopping environment,
include Best Mountain, Guess
and Sunglass Time. They join existing
brands that include Billabong, Kipling,
Lee Wrangler, Levi’s, Miss Sixty, Morgan,
Nike Factory Store, Pepe Jeans,
Reebok, Replay and Tommy Hilfiger.
Eric Decouvelaere, McArthurGlen’s
managing director for Southern Europe,
says the refurbishment is already
paying off. “With the opening of new
brands and increased sales we’re seeing
the benefits of enhancing the overall
Alongside with the
TV spots, McArthurGlen
is rolling
out a supportive
print campaign in
national, regional
and glossy publications,
as well as
on billboards and
motor coaches in
each region.
The move
comes after McArthurGlen
successfully launched a
revised brand campaign in 2009, following
the appointment of marketing
director Shaeren McKenzie.
Because of her background in
fashion retail, McKenzie has been keen
to promote McArthurGlen’s brand credentials
in its corporate and consumer
shopping environment.
The new look and feel
of the center will attract
affluent customers
from across the Grand
Region of Luxembourg.
These are customers
with a strong designer
brand sense and an
expectation of excellent
service, which is exactly
what we are providing.”
David Williams,
fund manager of the
European Outlet Mall
Fund at Henderson,
expressed confidence
the redevelopment will radically improve
the brand offer and customer
experience as well as increase shopping
time and spend at the center. “And that
maximizes returns for our investors.”
The refurbishment focused on improving
the quality of the amenities, the
design and feel of the center and introducing
a local flavor with the upgrading
of the architectural style and fittings,
as well as improving the quality of the
store units. `
marketing.
The new campaign
will continue to promote
McArthurGlen’s
key themes of Anticipation,
Temptation, Desire
and Joy, which represent
the spectrum of emotions
that consumers experience
when shopping at a McArthurGlen
Designer Outlet.
The black-and-white
campaign, though an uncommon
choice for a spring
launch, evokes a fresh feeling
with an overlay of romance.
McKenzie sees the new campaign as
evolutionary for McArthurGlen:
“Television allows us to speak to a
wider audience from a wider platform.”
`