Destination Europe 2013 - Jones Lang LaSalle

7.
Conclusion
Methodology
Looking ahead, the numerous challenges facing
retailers operating internationally will persist. As
will the ever changing competitive environment that
forces retailers to consider shorter-term, domestic
opportunities with longer-term opportunities in
developing markets. The top retailers in the next
decade are likely to be those that focus on a
portfolio of markets, with different levels of risk
(core and growth), at different levels of maturity
and with distinct consumer profiles.
There are undoubtedly significant expansion
opportunities for retailers across Europe’s
key city markets. The key is for retailers to
fully understand and maximise current store
portfolios, before assessing the detailed risks and
benefits associated with international expansion.
And above all, to partner with knowledge and
experience to achieve strategic, profitable and
long-lasting growth.
The analysis looks at the presence of brands in the
specific cities, as well as retailers which are opening
imminently, focusing solely on retailers’ own shop
networks, including franchises. Retailer concessions
are excluded as are second-line brands, multi-label
stores and branded shops within department stores,
due to the lack of transparency. Geographically the
study looks at the downtown area of each individual
city, concentrating on its well-known shopping areas,
supplemented by surrounding areas and out of town
malls in prime locations.
Prime rents represent the top open-market rent that
could be expected to be paid by international and/
or luxury retailers for a notional unit of the highest
quality and specification, in the most prime location in
a market.
What is becoming increasingly clear, is that
borders are becoming irrelevant, and the
internationalisation of retail is gaining unstoppable
momentum.
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