Outlet Center Retailing in Europe: Major Players, Strategies and New Opportunities by raycarl

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									Outlet Center Retailing in Europe: Major Players, Strategies and New Opportunities
Published: November 2011
No. of Pages: 131
Price: $ 3450



Discount destinations provide consumers with luxury and high street brands at prices
reduced by 30-70%, and the format continues to perform strongly across the EU27. This
report outlines the size of the outlet market and identifies growth markets based on new
openings. It also provides insight into the issues impacting the sector and profiles the
largest EU outlet operators.


Features and benefits
• Select the most suitable outlets for your retail operations by uncovering where they are
located and their current mix of retail tenants by sector.
• Inform national business development strategies by uncovering key indicators across each
of the EU27 markets, such as outlet space per 1000 consumers.
• Exploit opportunities and mitigate risks by gaining insight into the issues impacting
retailers and brands distributing through factory outlets.
• Select an outlet operator for partnership by using our detailed profiles of the five largest
players which includes their locations and strategies.
• Maximise sales at your outlets by uncovering how competitors have been driving footfall
by attracting tourists, and providing food and entertainment.


Highlights
• The UK outlet market is the most heavily developed in the EU. The country contains 55
outlets and has 14.0 sq m of outlet space per 1,000 people. Romania has the least
developed discount outlet market in the region with only 1.3 sq m of outlet space per 1,000
people, however there are three new outlets in development.
• Operating stores in outlet centers allows retailers to target a wider shopper audience
however they must be careful not to cannibalise sales from full price stores. Many open
outlet stores where they don't have any stores nearby and others are selling products that
were not available in the full price stores within the national market.
• McArthurGlen is the EU's largest pan-European outlet operator managing 20 outlet centers
across five European markets. While other regional outlet operators are turning their
attention to countries within the Asia Pacific region, McArthurGlen intends to develop its EU
markets building new outlets in Germany and France.

Table Of Contents
OVERVIEW
Introduction
MARKET CONTEXT
Discount outlet market definitions
The European outlet market has growth potential in new markets as well as existing ones
Overview of discount outlets across the EU27
There are still opportunities within the five largest discount markets in Europe
The discount retailing markets of the UK and Ireland are among the most mature in
Europe
The Italian outlet market has one of the highest concentrations of GLA to population in
Europe.
The French market has the greatest number of new outlets in development of all European
markets
Spain's outlet market is dominated by the operator Neinver
Planning legislation has restricted outlet growth in Germany
Central and Eastern Europe are attractive new markets
Poland is soon to become the home to Europe's largest discount outlet
The Czech Republic is a target for new development but could be at its peak
Hungarian outlet development is concentrated around Budapest
Lithuania's discount outlet market is dominated by the Ogmios Group
Romania is a growth market for outlet shopping
In Bulgaria, the first discount outlet was recently opened
A battle to open the first discount outlet is underway in Slovakia
Slovenia's first discount outlet is under development
After the UK, Portugal has the highest GLA of outlet space per 1,000 inhabitants
Portugal's is the sixth largest market in Europe in terms of outlet space
Holland's outlet centers are located where population density is highest
The outlet village is new to Greece
Belgium's discount outlets are located near its border
Sweden's discount outlets host mid-market brands
McArthurGlen is the only player in the Austrian discount outlet market
Denmark has just one outlet center and one in development
Finland will remain devoid of outlet centers until 2013
STRATEGIC ISSUES: OUTLET DEVELOPERS AND OPERATORS
Location is a fundamental issue for outlets influencing a center's success
Outlets are locating closer to urban areas
Outlets locate near national borders to increase footfall and benefit from legislative
variations
The economy both assists and hinders the outlet market
Promotions within full-price retail undermine the significance of discount outlets
Fast fashion value players provide convenient alternatives
Online retailing is a threat to discount outlets in mature European retail markets
Bricks and mortar retailers threaten discount outlets by using their online channel to sell
discounted stock
Pureplay retailers utilize the online channel to sell
Driving and maintaining footfall is a key objective in mature outlet markets
Leisure facilities and events fulfill consumer demands for retail experiences
Outlets can boost domestic footfall by targeting tourists
Outlets must update the brand mix to drive repeat footfall
Operators can target consumer segments by differentiating themselves from competitors
Entering new markets in Eastern Europe and China
Europe still holds opportunities for outlet developers
New outlets in Eastern Europe are larger than the European average
European outlet operators are turning to South East Asia and face competition from US
players
STRATEGIC ISSUES: RETAILERS
The outlet channel holds myriad opportunities for retailers
Outlet stores can increase retailers' profitability by improving their efficiency
Outlet stores target separate consumer segments to full-priced retail operations
Retailers can use outlet stores to test new markets and avoid costly errors
The operation of outlet stores raise a number of considerations for retailers
Retailers must select which discount outlets to locate in
Product remains a fundamental concern for outlet stores
Retailers must decide when and how to operate their discount stores
Retailers must maintain standards of presentation
OPERATOR COMPARISONS
Fashion House Group has the widest geographic coverage of all outlet operators

MCARTHURGLEN
McArthurGlen operates the most extensive portfolio of outlet villages in Europe
McArthurGlen is working hard to promote its credentials as a fashion specialist
McArthurGlen operates an extensive pan-European portfolio of discount outlets
McArthurGlen is a leading operator in the Italian outlet market
McArthurGlen's future is focused on Western Europe
Outlet refurbishments remain integral to the company's success
The company is developing its food services to enhance its destination status
McArthurGlen's development as a fashion brand conveys greater fashion authority
NEINVER
Neinver is building a strong presence in Poland
Neinver's retail mix is characterized by a high participation in family fashion
Spain is Neinver's largest market
Neinver has plans for substantial growth in Poland and France
VALUE RETAIL
Chic Outlet takes its luxury format to China
Value Retail's outlets have a higher proportion of homeware retailers compared with its
competitors
Value Retail operates only in major European markets
Despite Germany's legislative restrictions, the country is Value Retail's largest market by
GLA
Value Retail's future is focused on China
The company plans to develop its portfolio in China
FASHION HOUSE GROUP
Fashion House Group is a newly formed entity dominant in Central and Eastern Europe
Fashion House Group's outlets have a mid-market fashion focus
Fashion House Group has a strong presence in Eastern Europe
Eastern Europe will be the focus of Fashion House's future growth
FREEPORT
Freeport provides retail opportunities in Eastern Europe
Freeport's outlets have a strong food service component
Freeport operates outlets predominantly in Western Europe
Freeport has outlets in development in Slovakia and France
Freeport will need to rethink its retail mix in Western Europe
APPENDIX
Further Reading
Bibliography
Ask the analyst
Global Retail FreeView
Verdict consulting
Disclaimer
LIST OF TABLES
Table: Discount outlet market definitions, 2011
Table: Total number of discount outlets across the EU27 and other European countries,
2011
Table: Total gross lettable area of discount outlets across the EU27, 2011
Table: Examples of outlet leisure facilities, 2011
Table: Examples of outlet events, 2011
Table: Strategies for targeting tourist, 2011
Table: Europe's largest discount outlet operators, 2011
Table: McArthurGlen company overview, 2011
Table: McArthurGlen's discount outlet portfolio, 2011
Table: McArthurGlen UK outlet centers, 2011
Table: McArthurGlen Italian outlet centers, 2011
Table: McArthurGlen French outlet centers, 2011
Table: McArthurGlen Austrian outlet centers, 2011
Table: McArthurGlen other European outlet centers, 2011
Table: McArthurGlen outlet centers in development 2011
Table: McArthurGlen retail opportunity, 2011
Table: Neinver company overview, 2011
Table: Neinver's discount outlet portfolio, 2011
Table: Neinver's Spanish outlet centers, 2011
Table: Neinver's Polish outlet centers, 2011
Table: Neinver's Italian outlet centers, 2011
Table: Neinver's Portuguese outlet centers, 2011
Table: Neinver outlet centers in development, 2011
Table: Value Retail company overview, 2011
Table: Value Retail's discount outlet portfolio, 2011
Table: Value Retail's German outlet centers, 2011
Table: Value Retail's UK and Ireland outlet centers, 2011
Table: Value Retail's Spanish outlet centers, 2011
Table: Value Retail's other European outlet centers, 2011
Table: Fashion House Group company overview, 2011
Table: Fashion House's portfolio of discount outlets, 2011
Table: Fashion House Polish outlet centers, 2011
Table: Fashion House other outlet centers, 2011
Table: Fashion House outlet centers in development, 2011
Table: Fashion House franchise outlet centers in development, 2011
Table: Freeport company overview, 2011
Table: Freeport's portfolio of discount outlets, 2011
Table: Freeport's outlet centers, 2011
Table: Freeport outlet centers in development, 2011
Table: European discount outlet summary table, 2011
LIST OF FIGURES
Figure: Distribution of discount outlets across the EU27, 2011
Figure: Distribution of discount outlets under development across the EU27, 2011
Figure: Named outlets in development across Europe, 2011
Figure: Total gross lettable area of outlets across the EU27 (sq m), 2011
Figure: Average gross lettable area of outlet space (sq m) and total number of outlets
across the EU27, 2011
Figure: Gross lettable area of outlet space (sq m) per 1,000 inhabitants, 2011
Figure: The approximate distribution of discount outlets in the UK and Ireland, 2011
Figure: The approximate distribution of discount outlets in Italy, 2011
Figure: Valmontone Outlet, Fashion District Group, 2011
Figure: The approximate distribution of discount outlets in France, 2011
Figure: The approximate distribution of discount outlets in Spain, 2011
Figure: The approximate distribution of discount outlets in Germany, 2011
Figure: The approximate distribution of discount outlets in Poland, 2011
Figure: The approximate distribution of discount outlets in the Czech Republic, 2011
Figure: The approximate distribution of discount outlets in Hungary, 2011
Figure: The approximate distribution of discount outlets in Lithuania, 2011
Figure: The approximate distribution of discount outlets in Romania, 2011
Figure: The approximate distribution of discount outlets in Bulgaria, 2011
Figure: The approximate distribution of discount outlets in development in Slovakia, 2011
Figure: The approximate distribution of discount outlets in development in Slovenia, 2011
Figure: The approximate distribution of discount outlets in Portugal, 2011
Figure: The approximate distribution of discount outlets in the Netherlands, 2011
Figure: The approximate distribution of discount outlets in Greece, 2011
Figure: The interior of the Factory Outlet, Faliro, 2011
Figure: The approximate distribution of discount outlets in Belgium, 2011
Figure: The approximate distribution of discount outlets in Sweden, 2011
Figure: The approximate distribution of discount outlets in Austria, 2011
Figure: The approximate distribution of discount outlets in Denmark, 2011
Figure: The approximate distribution of discount outlets in development in Finland, 2011
Figure: The Lohja Fashion Outlet, Finland, 2011
Figure: Growth opportunities for outlet developers and operators, 2011
Figure: Strategic issues for European outlet developers and operators, 2011
Figure: Ted Baker's discount channel Ted's Shed, 2011
Figure: Las Rozas' Chinese New Year leaflet, 2011
Figure: Opportunities and risks for retailers with outlet stores, 2011
Figure: Considerations for retailers operating outlet stores, 2011
Figure: Retail mix of the La Reggia and Berlin discount outlets, 2011
Figure: Ashford Designer Outlet, 2011
Figure: Troyes Discount Outlet, 2011
Figure: Salzburg Discount Outlet, 2011
Figure: Retail mix of the Factory Poznan and Zweibrücken The Style Outlets discount
outlets, 2011
Figure: Factory Poznan, 2011
Figure: Castel Guelfo The Style Outlets, Italy, 2011
Figure: Architectural designs of Galeria Katowicka, Poland, 2011
Figure: Population map of Portugal, 2011
Figure: Retail mix of the Bicester, Kildare, Las Rozas, Ingolstadt, and La Vallée discount
outlets, 2011
Figure: Fidenza Village, Italy, 2011
Figure: Maasmechelen Village, Belgium, 2011
Figure: Retail mix of the Bucharest West and Warsaw discount outlets, 2011
Figure: Fashion House Sosnowiec, 2011
Figure: Fashion House Gdansk, Poland, 2011
Figure: Fashion House Warsaw, Poland, 2011
Figure: Fashion House Bucharest East, Romania, 2011
Figure: Fashion House Belgrade, 2011
Figure: Retail mix of the Freeport Alcochete, International, and Kungsbacka discount
outlets, 2011
Figure: Freeport Alcochete Facebook product boards, 2011
Figure: Plans for the One Fashion Outlet discount center, 2011
Figure: Plans for the One Fashion Outlet discount center, 2011

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