“Fashion with a democratic face” - does this really exist? We are accustomed to believe as follows: you can look fashionable and stylish by injecting substantial capital into your appearance. It is important to keep track of all the latest trends in the fashion world, attend shows, keep abreast of all trends, and at the same time have a complex of knowledge about the compatibility of toilet parts. Designer items are usually expensive. Toilets from the latest collections of famous couturiers can only afford the mighty of the world this: actors, show business stars, multimillionaires of all stripes, famous athletes. But what about to an ordinary person, whose income is average, but the desire to be fashionable is simply enormous?
Especially for this contingent of people, who make up the bulk of the population of large and small cities, the Americans came up with the concept of “outlet”. What is it and what is it for? A little historical background will help you understand these issues.
The history of outlet stores
The first outlet stores appeared in the United States several decades ago. The idea of creating this kind of establishments was dictated by the need to sell clothes that remain lying on the shelves of boutiques or in warehouses garment factories. The concept of “stocks (or balances)” is defined in English the term “stock”, therefore, in essence, an outlet is a stock. These two definitions are unambiguous and are synonymous.
The presence of seasonal sales significantly helps to free up warehouses in stores, but not completely. Then a brilliant idea arose about opening such centers where clothes from past collections of famous brands would be sold at a very affordable price. Although the first outlet stores originated in the United States, they became most widespread in Europe. In Russia, such a movement is still in its infancy. Most Russians are unaware of the existence of the concept of “outlet”. They have a hard time imagining what it is.
What is an outlet?
While Russians are just getting acquainted with the stock, Europeans have been visiting the outlet with pleasure for two decades. This is what they call quality at a reasonable price. Nowadays, Europeans even consider visiting such establishments fashionable, and residents of other countries specially fly here for grand shopping. The very idea of buying an item from a famous manufacturer at a ridiculous price is very attractive for a person who follows fashion trends. And if you think globally, then in an era of global crisis, an outlet is a good help for maintaining the family budget.
Some people, who do not have the correct information, try to avoid such stores. They believe that an outlet store is a second-hand store. These two concepts, which are fundamentally different from each other, should not be confused. Second hand is a term for items that have already been in circulation, that is, worn by their previous owner for a certain period of time. The degree of wear of an item is a criterion for assessing the class of this type of clothing. Second-hand goods are also divided into categories, the highest of which is “luxury”. Yes, along with the flow of such clothes, some of the stock also comes in, which can be identified by the presence of labels and price tags. But their share is very small. If you really want to buy stock items, you should visit outlet stores. Although there are also many supporters of second-hand stores, and this can be explained by the fact that there you can buy clothes of excellent European quality in good condition for a cheap price.
As mentioned earlier, outlet stores are most widely represented in Europe. The desire of masses of people to buy luxury items at a reduced price has caused huge demand and led to the creation of entire complexes that provide this opportunity. A modern outlet is a shopping center, which is a large building divided into segments. The maintenance of such stores is inexpensive, which makes it possible to establish a democratic pricing policy. Boutiques of various brands often coexist peacefully under one roof, united by the theme of the outlet. In such a shopping center you can spend the whole day, going from one object to another in search of fashionable treasures. Therefore, here, as a rule, there are cafes and nutrition centers where customers can refresh themselves and gain strength to continue shopping.
Based on the place of organization, such institutions are divided into two areas:
- Factory outlet - sale with a large discount of unsold stocks of things, which is carried out directly at clothing plants and factories.
- Outlet - mall (outlet mall) - sales of stock of goods that are held in boutiques or brand stores.
Outlet: truth and myths
Very often such establishments are located outside the city and offer huge discounts. Is this really true?
Indeed, an outlet is a store located on the outskirts or outside of cities. This is easily explained by the fact that rent in such an area is minimal and allows you to keep prices low. Psychologists also tend to believe that there is another intent in such an organization. Having spent a large amount of time on the road, it will be difficult for a person to resist buying. For example, an item that you would not pay any attention to in a boutique near your home takes on a different status in this place. Covered with a sticker with a big discount, it will certainly attract great interest.
As for discounts, this is the main weapon of outlets. Actually, this is the main idea of organizing such stores, and it is for them that buyers follow. Tempting offers - from 30% to an incredible 80% - can turn the heads of the most persistent and sober people. UK psychologists, based on relevant research, claim that consumer interest is primarily caused by the size of the discount, and then by the price. Having bought an expensive item, we console ourselves with the fact that the markdown on it was huge. In this case important point for the human mind there is the fact of great savings, although considerable expenses were also incurred along with it. Therefore, psychologists have their own answer to the question: “Outlet - what is it?” They argue that this is a clever marketing invention that acts on an important human need: to buy a lot and pay little.
Another point that worries a lot of citizens. Are the discounts real or are they based on a deliberately inflated original price? As a rule, in European stocks everything is fair. Yes, and this can be checked. Many people who follow fashion are well aware of the initial cost of things from glossy magazines and online stores. Therefore, it is not so easy to deceive well-informed fashionistas. In addition, outlets value their good name. The legislation strictly regulates the activities of such trading enterprise like an outlet. What this means for the population is not difficult to guess. IN European Union a certain regulation has been approved, which states: the discount in such a store should be from 30-35%, thus, prices here are regulated at the state level.
What is sold in outlet stores?
What items are sold in outlets? Is it really possible to buy a haute couture treasure here at a bargain price? Experts involved in market analysis claim that the overwhelming majority of items, namely 80%, sold in outlets are made specifically for these stores. What are they? Often these are the same models from famous designers, but simpler in design. They have some degree of savings: on the quality of material, on finishing, on decorative details. The production of such versions costs the manufacturer 20-40% less, and they, bypassing branded and traditional retail boutiques, go straight to the outlet. What does this give? This significantly reduces their cost and makes production profitable. And only 20% of the assortment of stock stores consists of designer items from past and the collections before last, which did not find their customers at the previous place of sale.
But don’t lose your head over what you see on the brand’s label and thoughtlessly buy the first thing you come across. It's worth paying close attention to the details. An expensive and well-made item speaks the language of details and nuances. The number of stitches on the buttons, the quality of the seams, the level of finishing elements and accessories, the accuracy of cutting the fabric - all this can distinguish a high-quality item from a low-quality one. The main material from which the item is made will also say a lot about it. Agree, Prada shoes made from inexpensive leatherette can raise a lot of doubts about their authenticity and quality.
There are certain recommendations from those people who know first-hand everything about the concept of “outlet”: what it is, how to make purchases, what you should not forget about. These tips will help you save time, money, and not be disappointed with your purchases when you get home.
Days of receipt in stock
Typically, a large supply of goods to outlets occurs weekly on Fridays. Knowledgeable people tend to end up in the drains at the end working week or Saturday morning. Thus the chances of finding worthwhile thing increase. When you hit the outlet store on Thursday, you'll likely be faced with a limited selection.
Time for shopping
People who know what an outlet store is advise setting aside the whole day for shopping, if possible, of course. A large amount of time is spent getting acquainted with the assortment of stores, the number of which can reach twenty under one roof. Also take into account the time required for fitting, standing in queues, issuing a tax free check and many other unforeseen circumstances. A careful selection of things will protect you from the fact that your purchases will just hang in your wardrobe or will inevitably become a gift to one of your relatives or friends.
Time to think
If you really like something, then it’s better to buy it right now. Keep in mind that outlet stores' high traffic levels and limited sizes may leave you with little time to think about your purchase. When you return even an hour later, you may find that the thing you liked is no longer on the shelf. In addition, store sellers like to update the assortment on display quite often.
Why do you need tax free?
Tax-free is a well-functioning system for returning part of the VAT tax to the buyer, which operates in Europe. This value can range from 7% to 20% of the resulting purchase amount. This criterion also depends on the amount of VAT adopted in a particular European country. Tax free starts accruing when purchasing over a certain amount. This threshold also varies by region. For example, in Germany the threshold is 50 euros, but in Italy the same criterion is 155 euros. Very often at the store checkout you discover that the required amount is literally 10 euros short. Then the buyer runs headlong back to the store to take some item and find the desired price indicator. Most often, this manipulation turns out to be economically justified.
Weight matters
When shopping in this paradise for shopaholics, do not forget that air carriers limit the weight of hand luggage. As a rule, the critical weight for luggage is 20 kg. For the excess you will have to pay an additional amount regulated by the company's charter. Therefore, when buying your thirtieth blouse, remember that it may not reach your homeland with you. Each item has its own weight, and you should only buy what you really need.
When are the maximum discounts valid?
Professional outlet shoppers say that there are two main periods of the year when discounts reach their highest limit. The first season occurs at the end of June, when the price, obviously reduced by half, drops by another 30%. After New Year's holidays, at the beginning of January, the second stage of grandiose discounts begins. Those who know about these nuances plan a lot of shopping during these periods. We should also not forget about the consumer hysteria that accompanies many at these moments. There is a risk of succumbing to the general mood of mass purchasing and spending money on things that are essentially unnecessary. Keep a cool head.
How to find outlet centers?
Every major European city has at least one large stock center. Therefore, any European can easily answer the question of how to get to the shops. Their location addresses and even opening hours can be easily found in any search engine.
In Russia, the outlet industry is just gaining momentum. Large stock centers can be found in Moscow and the Moscow region, in St. Petersburg and Yekaterinburg.
First, a small dictionary definition entry. Outlets (or stocks) are stores that sell clothing, shoes and accessories of famous brands at discounts. As a rule, these are fashionable things from last season or the season before last. Some outlets sell items from only one brand, while others combine several brands of a similar level under one roof. Often this is the roof of a simple building, a romantic old factory, as in one of the Zurich outlets, or even a simple hangar structure. Most often, when they talk about outlets, they mean outlet center - this is a whole constellation of small shops united by a common outlet idea. You can spend the whole day in such a shopping village, flitting from store to store and refreshing yourself in cafes and restaurants.
Naturally, outlets are popular among many of our compatriots, as well as among any people who value good things good prices. To find an outlet in the city where you are or where you are going to go, it is usually enough to simply enter the name of the city with the word outlet in search engine. And you will immediately find the names of the outlets themselves, directions, opening hours, and even reviews, if you’re lucky, in Russian too. You will find a list of the largest stock stores at the end of our material. In the meantime, let's talk about the details and pitfalls associated with shopping in outlets.
Typical signs of an outlet: it is located outside the city and promises very significant discounts. But with both of these features of outlets, not everything is as simple as it seems at first glance.
Most outlets are really, pardon the pun, on their way out. That is, completely on the outskirts, or in the countryside. Just like Ikea stores. We are already accustomed to explaining this choice of store location to ourselves by cheaper land on the outskirts and savings on rent. And not everyone knows that there is also a subtle psychological trick at work here. When we have already spent time and effort on getting to a distant store anyway, we strive to compensate ourselves for these efforts, at least with purchases. And in the end, we can buy something that in the store next door to our house would have been ignored (well, it wasn’t for nothing that we traveled such a distance, after all!).
Let's move on to discounts. Discounts are the main weapon of outlets in the fight for customer cash and cashlessness. Stock stores promise discounts ranging from 30% to an incredible 80% off the standard or recommended retail price. And they know what they are doing! As experiments by British psychologists show, buyers pay even more attention to the size of the discount than to the price itself. It turns out that we can even buy a very expensive thing, and we can easily find an excuse in the fact that the price for it has been halved. People, first of all, think about the difference in prices, counting how much they gained, and forgetting about how much they spend.
Can a discount be “fake”? When the price is reduced by 70%, but not from the real cost of the thing, but from the obviously inflated one. Most likely not, usually the game goes according to the rules. Many European outlet stores are bound by a good faith discount agreement in addition to the rental agreement.
Assortment is the essence of stock stores. That's why people come here in the first place. But is it really possible to find luxury items at bargain prices in outlet stores?
In the 1990s, when outlet stores were just beginning to appear and had not become fashionable, there were literally not enough hangers to accommodate all the goods, as those who stood at the origins say. But today life has changed. And these stores are not exactly filled to the brim with the very things that just yesterday did not allow a draft to carry away thin models from the fashion show.
According to experts, about 80% of all items sold in outlets today were made specifically for outlets. This means that only a fifth of the entire assortment consists of designer items from previous seasons and what is coming new collection Regular retail stores did not have time to sell out.
What are those 80% of items created specifically for outlets? Most often, these are the same things famous brands, but “no frills”, with less lace and ruffles. The price is indeed 20%-40% lower than in a store of the same brand, but the execution is also simpler. Instead of a pure cashmere sweater, you will be offered a more modest cocktail of cashmere and cotton. So, in the end, when making deliveries, the manufacturer and seller save on two birds with one stone: reducing production costs and getting rid of resellers in the form of boutiques and traditional retail.
We are happy for the outlets, they are doing well. What should we do now? Don’t lose your head over the brand name, like the sight of a movie star walking down the street. Be a little more attentive and pay attention to eternal values. That is, the true quality of the things we buy. You already know how to do it! Or not?
The devil, as we know, is in the details. To understand the true quality of an item in an outlet (and in regular store), read what is written in the smallest print, look at the details. For example, how many stitches does a button hold? How “expensive” do the buttons themselves look? Cheap buttons? Cheap thing. If possible, turn the item inside out and see how much excess fabric is left on the inside of the seam and whether the fabric is trimmed evenly. Poor production, as a rule, does not splurge on high-quality sewing machines that can do everything neatly. And even one factory can produce things of different quality when the worst specialists take on the work. Note the straightness of the seams and the number of stitches (are all seams made with the same “diligence”?). How exactly is the bartack done - a short curly stitch that is done in places where the fabric is stressed? Of course, the quality of the material, the fabrics used in the item, or the leather from which those same Prada shoes are made, is one of the main indicators of a quality item.
What is an outlet? This is a shopping center or several stores united by one common idea - things are sold there with 30-80% discounts all year round. These can be branded products everyday life: Levis jeans, Nike sneakers, and luxury ones: D&G dresses, Prada bags.
The second name of the outlet is stock center. But this does not mean at all that things are thrown into a large basket, and there is a crowd of people around who want to catch something worthwhile. The things there are clean and new, neatly hung on hangers, and you can try everything on in the fitting booths. Such significant discounts are because these items are from previous collections.
What types of outlets are there?
There are several types of outlets.Mono-brand. Products from the same brand are collected here.
Multi-brand. A shopping center representing several brands at once.
Multi-brand in the form of a “village”. A center built in the form of a village with separate shops and streets between them.
When and what to buy at the outlet
In the outlet you can buy classic things that are always in fashion, or sportswear and shoes. Discounts are valid all year round, any day of the week. However, during the sales season, some stock items also have an additional discount. And the same jeans that cost $100 on a normal day can be purchased on sale for $50. The only downside is that the required sizes may not be available.New arrivals tend to be around the weekend, so you're more likely to find something interesting on a Saturday morning than in the evening.
Rules for going to outlets
Set aside a whole day for shopping. Please note that you will have to go around more than a dozen stores, try on something, buy something, and stand in line at the cash register.Buy the item you like right away. The “I’ll go watch something else” rule doesn’t apply here. The size range of outlets is very limited, but there are many people who want it. When you return, the item you were looking for may not be there.
If possible, wait for sales. They usually start at the end of June and beginning of January. As already mentioned, the discount during this period may double.
If you are going shopping in Europe, find out in advance the opening hours of local outlets. Remember about tax-free. This is a tax refund. Depending on the amount of VAT, it can be 7-20% of the cost of the purchased item. Refunds are made after purchasing for a certain amount, which is also better to find out in advance.
Don’t try to buy up half the store, you still have a flight back, and no one has lifted the luggage weight limit.
In Russian boutiques of branded clothing, prices are sky-high. That is why many fashionistas prefer to shop abroad on vacation. After all, in European countries there is a unique shopping phenomenon - outlets.
A bad place won't be called an outlet
An outlet is a huge shopping center where the most famous brands in the world are presented in one area. In the stores of this complex you will find items of different styles from Chanel, Valentino, D&G, Adidas, Stella McCartney and other fashion houses at prices that are acceptable to your wallet. Outlets sell mainly items from previous seasons that are left in stores after sales.
The remaining items look great and have no defects or damage. If the latter are present, the discount increases. The only thing: you will have to look for your size.
Discounts in outlets are permanent. They vary between 25-80%. The final discount amount depends on the season, brand, appearance products. Thus, you can very profitably purchase timeless classics or trendy boots. Fortunately, today the trends last for more than one season.
Previously, outlets were created only in factories. These were places where mainly buyers aimed at wholesale purchases. Today the stores have changed their policy. Now outlets stand alone, often resembling a large shopping village.
There are two types of outlets. The first is mono-brand, where items of only one brand are sold. The advantage of such a store is large assortment and an almost complete range of sizes. The second type is multi-brand outlets. They can be presented in the form shopping complex or Outlet Village, where there are many shops of luxury and popular brands.
When, where and with what finances to go?
Outlets are very common in European countries. There are especially many of them in “fashionable” countries: Italy, France, Spain. There are also permanent sales stores in Germany, Austria, Holland, and Belgium.
Most often, outlets are located outside cities. You can get to the shops by taxi, car or bus. You can sign up for the latter at the reception of your hotel.
You can visit outlets at any time of the year: there are always discounts there. However, if you want to save money, consider visiting stores during the sales period. At this time already inexpensive goods Additional discounts from 30 to 60% apply. Also, the timing of your visit depends on your needs. In the summer you will find light outfits in the outlets, and warm items in the winter. Classic items (suits, dresses from famous brands) are constantly present.
The most expensive European outlets are located in Germany and Austria. The most tempting offers await you in Italian stores. For example, you can buy a coat from Armani for only 150 euros. Moschino jeans will cost 50-100 euros, Timberland sandals will cost about 50 euros.
IN lately Outlets are extremely popular among modern shoppers. Such stores offer quality and stylish assortment clothes from famous brands at affordable prices.
Similar stores can be found on the Internet. Good choice For shopping there will be an outlet of branded clothing T-one.com.ua.
Outlets: features
Many modern people We are used to the fact that high-quality and branded clothing is expensive, and therefore buyers try to choose more affordable options. Outlets will be a real “salvation” for any shopper.
Recently, the number of these stores has increased, which indicates the popularity and high demand for clothing. The outlets feature models from famous brands and designers, and the prices are affordable.
Such stores can be combined into entire shopping complexes. This is mainly observed in large cities.
The main feature of outlets is the system of discounts, which is always valid. Therefore, true fashionistas do not have to wait until the end of the season to purchase high-quality models at an affordable price.
If this is your first time encountering the concept of an outlet, here are a few features that will help you get acquainted with it:
- in stores you can find discounts on clothes from 30% to 80%;
- The outlets contain both sports and classic models;
- In stores you can buy high-quality accessories at affordable prices.
Outlets are often called stock centers, which is also correct. But you shouldn’t immediately think that buyers are being offered second-hand items that are thrown into a big pile.
The outlets sell exclusively clean and new models. But, often jeans or a blouse are presented in a single size.
Main types
There are several main types of outlets. These include:
- mono-brand stores. In outlets you can find models from a certain designer or fashion house;
- shops in the form of a shopping complex. In such multi-brand outlets you can find clothes from different manufacturers;
- shops - “villages”. Multi-brand outlets consist of large quantity free-standing retail outlets.
Please note that the assortment in such stores is updated quite often. Therefore, it is worth choosing a suitable free day and visiting it for such shopping.
A phenomenon that has long gained popularity in the West is beginning to gain momentum in Russia. So what is it? Outlet center or outlet - a specific format shopping center, which specializes in selling clothing from famous brands at significant discounts. One of the undeniable advantages of outlets is that they gather in one place huge amount goods high quality with pretty decent discounts, this saves customers not only money, but time. There is no need to worry about the compliance of clothing with the declared brands; manufacturers are strictly prohibited from producing separate lines of lower quality products for sale at a discount. And the size of the declared discount in such centers should be at least 33%, but in reality it often happens that the markdown is even more significant and can reach up to 70%.
What makes it possible to achieve such a price level?
First of all, this is, of course, reducing the cost of renting premises. As a rule, outlets in Europe are built in the suburbs, which reduces rental rates by an order of magnitude compared to urban ones. Secondly, savings come from reducing the number of service personnel and optimizing the costs of store design. And thirdly, these are, of course, deliveries directly from designers and manufacturers of fashion clothing brands, bypassing warehousing costs and without using the services of resellers and intermediaries. These are mostly items from past collections, but the manufacturers guarantee the quality of their goods.
What can outlet centers offer us?
In outlets, even the most picky buyer will find a huge opportunity to choose items from various brands: from luxury (D&G, Baldinini, Dior) to budget brands (Motivi, Terranova). All Outlet Centers can be divided into three types:
- mono-brand outlet, which represents only one brand (for example, Armani and D&G in Italy);
- a multi-brand outlet in the form of a regular shopping center, it presents many brand names; (Foxton on the border of Switzerland and Italy)
- multi-brand in the form of a “village”, consists of many separate shops united into one “village” (Serravalle near Genoa)
Features of visiting outlets.
To ensure that outlet shopping does not cause you any inconvenience, but is a pleasant pastime, you need to know several of its features. According to the rules, any outlet center can be reached by public transport. If time allows you, then it is better to refrain from visiting the center on Saturday, since for most Europeans this is the only day for shopping. All outlets will be crowded with buyers, which is unlikely to add positive emotions to the event. It’s better to choose Monday for this; a calm atmosphere will give you the opportunity to leisurely devote all of your free time shopping without being distracted and without wasting money on unnecessary trifles. It is advisable to take with you only the essentials - a passport and money or a credit card. Keep in mind that often there are no storage rooms in shopping villages, and there will be nowhere to leave things, and it will be difficult to carry extra weight with you. You will need your passport to issue tax free checks and when paying with credit cards. Don’t overload yourself, all your purchases will still need to be delivered to your homeland, and at airports above the established weight you will have to pay extra separately. Well, and most importantly, you just need to have it with you good mood, a reserve of strength and a desire to get more positive emotions from outlet shopping.
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