اوتلت مال چیست؟
Outlet malls are a type of new shopping mall that is often built outside cities, in large, expansive environments, and as a single floor. Outlet malls, which are now an integral part of the economy and form a part of people’s shopping culture, have their roots in the 1930s in the United States.
In fact, outlet malls are divided into two categories: factory stores and outlet stores. Factory stores sell only one specific brand, are often located next to factories and are run by the same brand owners, but outlet stores carry a variety of brands. These stores were established in the 1930s,
Initially, they were places where they offered their damaged or surplus factory goods to their employees at a low price. After a while, this work spread to people other than employees and the supply of goods became public. Thus, in 1963, Anderson Little (men’s clothing brand),
It established a store independent of its factories in this area, and in 1974, the American clothing company VF Corporation opened the first multi-purpose outlet store in Reading, Pennsylvania.
This category of shopping malls experienced significant growth in the 1980s and 1990s, with sales of $15 billion in 2003 at 260 stores in the United States. The number of stores, which was about 276 in 1988, increased to 472 stores by 2013. These stores are not limited to the United States, and famous outlets can also be found in Europe and other countries.
Due to the relatively low cost of land in the locations where outlets are located, these centers are generally built on large plots of land outside the city, with the area of such stores ranging from 100,000 to sometimes 600,000 square feet (55,700-9,300 square meters).
Outlet stores offer discounted goods, and their advantage is that you can often buy collections from different brands that are currently a bit outdated and not considered trendy, at much lower prices.
Since storing these goods in warehouses is more expensive for manufacturing companies, manufacturers prefer to avoid the high costs of warehousing by selling at a lower cost (lower rate). The high variety of these stores is one of the reasons why many audiences are interested in shopping in this category of shopping centers.
Although most of these items have been in stock for a long time and are not considered a trend or fashion, some companies individually allocate multiple production lines to these stores and offer relatively high-quality items at a cheap price.
Some people visit these centers just for fun and shopping, while many people can only choose these centers for shopping because they do not have much financial capacity. This type of shopping can be very affordable and economical, because both the goods are of relatively high quality and include very good discounts.
Many of the world’s famous outlets are built on the site of an old factory and are generally located outside cities, so they can be accessed by car.
The establishment of restaurants and cafes, along with the attractive architecture of these centers, are important factors in people’s choice to spend their holidays. It can be said that due to the diverse attractions that exist in these centers in addition to shopping, this center is considered a destination for diverse groups of visitors and does not have a social class like auction stores or second-hand stores.
Today, the location of outlet malls has gradually become closer to traditional markets, but a safe distance is still maintained. This geographical distance is intended to minimize possible conflicts between these two types of shopping centers, and this geographical separation also affects the type of visitors and users of each.
Most stores in an outlet mall include large-area stores dedicated to famous clothing brands and related industries, and small-scale stores are not seen in these centers. Restaurants, coffee shops, and service units are also located in the middle of the center.
چهار دلیل پشتیبانی از استقرار اوتلت مالها:
- 1. Outlet malls provide a convenient dumping ground for unexpected excess inventory and surplus products at the end of each season. Industry research shows that surplus and damaged goods account for 15 percent of outlet merchandise.
- 2. Brands expand their formal market reach through outlet malls and convert informal market customers into their price-sensitive customers.
- 3. Manufacturers challenge the power of their primary sellers through outlet malls and regulate each of their outlets.
- 4. Finally, manufacturers can have a simple and profitable market through outlet sales and dual distribution. Customers who want more service can buy from primary retailers and receive better service by paying a higher price, and customers who demand less service can make their purchases from outlet malls at a lower cost.
Some of the most famous outlet malls in the world include:
– Sanfrancisco Outlet mall
– Toronto premium outlets
– Orlando Premium Outlet mall
– Silver Sands Premium Outlets
– Vaughan Mills
– San Marcos Premium Outlets
The slogan of outlet malls is that “in these shopping centers, all customers carry their purchased products,” and this means that all customers can reach the products they want. Although the intensity of price competition and the proximity of different brands in outlet malls affect the profitability of each and may reduce the profitability of outlet malls for different brands,