What is an outlet and why are brands betting on this new format?

When we see a great discount in a store, depending on the context, two things can happen: the pleasure center of the brain is activated when we feel more than intelligent to take advantage of a bargain or our alarms are triggered by thinking that it is of poor quality. .

And if we talk about brands that sell luxury items, this is a dangerous terrain from which they want to stay further away, since these types of brands seek to be associated with adjectives such as: unique, elegant, exclusive and exceptional; but never see them next to words like "offer" or "cheap".

However, that difficult terrain has some traversable trails through the use of outlet stores.

WHAT IS AN OUTLET?

The outlet could be defined as a commercial space where clothes and other products are sold, cheaper because they are from past seasons or leftovers.

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Many prestigious brands have opted for this format, as outlet stores have products for sale at a lower price than usual. In this way, it is possible to obtain a return on the products that are left over and the consumer can acquire goods launched by famous brands, obtaining a relevant discount on the previous price.

Given the terrible economic situation that the global crisis has generated in millions of families, the presence of specialized stores to offer products at affordable prices has become a necessity. The outlet is not the answer to all problems, since it does not always have the items that the public is looking for; however, since its catalog is constantly changing, almost all kinds of products pass through its shelves throughout the year.

OUTLET CENTER

An outlet center is not a shopping center and even less a strip center.

An outlet center is an establishment in which brands have grouped together to offer a variety of outlet stores in one place.

OUTLET TYPES

Low cost outlet: These are outlet stores or outlet areas within stores that are already low cost in themselves. They are stores in which chaos reigns, but they have a fairly abundant stock of garments and products since they are usually nourished by past collections or garments that have not been successful during the season. Mango, Blanco and Zara are some examples of low cost stores that have outlet areas.

READ ALSO: Peru: Minka will incorporate five brands in its new outlet area

Large low cost brands conceived as outlets that have their own collection: Lefties is the best example. It was born to sell leftover clothes from Zara and currently they have their own spaces, designs and collections.

Outlets in shopping centers: These are large commercial spaces where medium and high-cost brands sell their current products at a discount or those from previous seasons.

Multi-brand outlet stores: These are stores that sell different products from different brands that are usually high cost. They are usually mother's daughter stores where seasonal garments are sold at "normal price".

Showroomsoutlets: These are special promotions that last a few days or one day and in which the smaller brands offer great discounts. They usually make them known through social networks.

Outlets in factories: These types of outlets are not well known but it is true that in many of the factories where they make the product, they also sell it. Normally, it is usually one day a week when they open to the public to sell the product that has a small flaw.

THE OUTLETS BRING THE CONSUMER CLOSER TO THE BRAND

If there is a customer who is sensitive to price, who is hesitant to buy a certain luxury item, either because he cannot afford it or because he has no experience with the brand, he can solve both reasons for doubt by buying it at a retail outlet store. price.

Once there is an experience with the brand, they feel comfortable shopping at a regular price in a retail store. In other words, outlet stores serve as a channel for brand expansion, allowing fearful potential customers to approach.

In short, outlet stores will not always have a negative impact on regular price retail store sales. They can serve as an entry point to the brand and its products, for doubtful customers.

OUTLETS IN PERU

A few weeks ago, at the Open Plaza La Marina, the Topitop and Marathon brands opened an outlet format – in a container – offering a series of offers and discounts on all their garments.

There is also the new Minka outlet area that offers a wide range of well-known brands with great discounts.

Among the main brands that have entered the renewed outlet are: Brujhas, Platanitos, Oslo, Bubble Gummers, Squeeze, Gzuck, Norton, Nike, Miniso, Woallance, Kayser, Pionier, Viale, Adidas, Marathon, Passarela, Bata, Maui, Levi's , Dockers, Porta, Calimod, Van Heusen, Skechers, Quiksilver Factory, General Outlet (Tayssir, Milk and 47 Street), Top Brands (Tommy Hilfiger, Calvin Klein, Kenneth Cole and Pierre Cardin), among others.

It extends over more than 5,000 square meters of an area of ​​12,000 m2 dedicated to fashion, and brings together a total of 120 stores designed under an innovative architectural concept.

InOutlet Faucett, located next to the Jorge Chávez International Airport. It is the first chain of outlets in the country that brings together more than 300 brands of women's, men's, children's, sports, outdoor and electronic fashion, food court and parking at your disposal.

It is important to point out that in most districts you will find the outlet format, either in your own store, within a shopping center, or a section within a retail store.

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