For Designer Style, It's All Outlet - Value Retail News

iOJ iNTErViEw
(continued from page 13)
tract tourists. They advertise in and are
covered by top fashion magazines, and
their social networking content is available
in more than 15 languages.
I see five keys to operating a successful
outlet-center portfolio – and I
base these on the way Value Retail does
business because it has what we believe
to be the most productive portfolio in
the world with average sales of $1,200
[€866] per square foot, and sales at Bicester
Village approach $3,000 [€2,080]
per square foot.
Here are the five keys:
l Merchandise the center with an appealing
mix of international and local brands.
l Set up standards to ensure shoppers
that all product sold in the center is
authentic.
l Create an environment in which the
level of customer service and brand presentation
makes shopping a memorable
experience. There should be great emphasis
on the center’s design, which must
include amenities that extend customer
service and architecture that enhances
luxury brands’ full-price position.
l Develop a unique travel and tourism
marketing platform.
l Owners should operate their own
centers.
n n n
IOJ: What do you see for the
future of outlet retailing in terms of
growth and how it could or should
evolve?
MT: We’re in a difficult and challenging
period for retailing because of the
uncertainty in the domestic and European
markets. Full-price retailing is mature
and few shopping centers are being built
in the U.S. and Europe, though there are
still opportunities, especially in Canada.
On the other hand, the emerging markets
of Asia, India, South America and the
Middle East can be a bright future for the
outlet sector if the operators have a clear,
defined strategy that recognizes changes in
the retail climate and can provide a different
experience for the customer.
A long time ago, I believed that
retailing is entertainment. I still believe
that, but not too many centers create a
comfortable gathering place for tourists.
Being entertaining applies to the brands,
too, because they have to be disciplined
about the look of their stores and how
they run them. So there’s a bright future
ahead for those who execute well. c
14 InternAtIOnAl Outlet JOurnAl Fall 2011
With tenants that include Celine, Jimmy Choo and Versace, Value Retail’s LaVallee
Village, which is in Disneyland Resort Paris, is one of the most productive outlet centers
in Europe
Marvin Traub’s top 50 brands
MARVIN TRAuB HAS compiled a list of 50 fashion and luxury brands he
considers essential for outlet centers hoping to attract global shoppers.
Traub says if these brands can find the right outlet centers, “they will
create tourism shopping destinations in their own right…These brands
are crucial to today’s sophisticated outlet offer. They are the foundation
brands that appeal to the growing number of international customers.”
Here is the list, in alphabetical order:
1. aquascutum
2. Bottega Veneta
3. Brioni
4. Bulgari
5. Burberry
6. Calvin Klein
7. Celine
8. Chloe
9. Church’s
10. Coach
11. diane von Furstenberg
12. dolce & Gabbana
13. donna Karan
14. dunhill
15. ermenegildo Zegna
16. escada
17. estee Lauder
18. etro
19. Fendi
20. Ferragamo
21. Furla
22. Gieves & hawkes
23. Giorgio armani
24. Givenchy
25. Gucci
26. hugo Boss
27. Jaeger
28. Jimmy Choo
29. La Perla
30. Lacoste
31. Longchamp
32. Loro Piana
33. marc Jacobs
34. marni
35. maxmara
36. michael Kors
37. missoni
38. mulberry
39. Paul Smith
40. Prada
41. ralph Lauren
42. roberto Cavalli
43. tag heuer
44. thomas Pink
45. tod’s
46. tommy hilfiger
47. tumi
48. Valentino
49. Versace
50. Yves St. Laurent