Many people would associate outlets with old, cheap, discounted merchandise and remote locations. Discount labels seem to be a comfortable fit for outlet shopping malls, but the outlet empire built by Value Retail is meant to revamp the stereotype, with a concentration on Chinese customers.
“The association is however totally wrong. Being visited several Outlets in Europe and China, I can assure the customer experience is superb and the brands first class. Bicester Village or The Mall in Italy are fantastic locations, which clearly can be compared to any luxury destination. Regarding Chinese travellers the only negative issue is Daigou, the channel of commerce in which a person outside of China purchases commodities for a customer in mainland China, since prices for luxury goods can be 30 to 40 percent higher in China than abroad.”
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