Vigorous sales spur more outlet growth - Value Retail News

COVER STORY
Vigorous sales
spur more outlet
growth
Plus:
Designer Outlet Naples opens
Outlet center sales reported
Interest in China intensifies
Planned center updates
Digital marketing tips
And much, much more…
AMI
Opening
La Reggia Designer Outlet, Naples

STYLISH SOLUTION
FOR EXCESS STOCK
More luxury brands than ever before
are turning to McArthurGlen’s
designer outlet villages for a stylish
and profitable solution for excess
stock. Our 19 villages across Europe
showcase great brands to 75 million
customers a year in thoughtfully
designed environments.
And there’s more.We have new
outlets under way in Hamburg and
Athens, and we are expanding six
of our existing centres near Naples,
Venice, Rome, Florence, Düsseldorf,
Berlin andVienna.
To learn more about how we
can help your business improve
cashflow, contactVictor Busser
on +44 (0)20 7535 2300 or
v.busser@mcarthurglen.com.
www.mcarthurglengroup.com
ALBERTA FERRETTI
ARMANI
BALLANTYNE
BALLY
BLUMARINE
BRIONI
BULGARI
BURBERRY
CALVIN KLEIN
COSTUME NATIONAL
DOLCE & GABBANA
ERMENEGILDO ZEGNA
ESCADA
ETRO
FENDI
GUCCI
JIL
SANDER
KENZO
LA PERLA
MARNI
MISSONI
MONCLER
MULBERRY
NICOLE FARHI
PAUL SMITH
POLO RALPH LAUREN
PRADA
ROBERTO CAVALLI
SERGIO ROSSI
TAG HEUER
TOMMY HILFIGER
TRUSSARDI
VALENTINO
VERSACE

PAGE 4 PAGE 8
PAGE 19
STAFF
PETER ShARPE
ICSC ChaIrman
International Outlet Journal is a publication for the
non-U.S. factory outlet industry. Copyright © 2010
In s I d e
CONTENTS
Vol. 6 No. 2 SPRING 2010
MARCuS WIlD
ICSC ChaIrman, EUrOPEan
advISOry bOard
MIChAEl P. KERChEVAl
ICSC PrESIdEnt and CEO
RuDOlPh E. MIlIAN, SCSM, SCMD
ICSC SEnIOr vP
ICSC EuROPE
London, +44 20 7976 3100
icsc.europe@icsc.org
ICSC/IOJ
2519 n. mcmullen booth rd.
Suite 510-356
Clearwater, FL 33761
+1 727 781 7557
lINDA huMPhERS
Editor in Chief ext. 3
lhumphers@icsc.org
RANDY GDOVIN
art director ext. 4
rgdovin@icsc.org
KAREN KNObElOCh
advertising Prod. mgr. ext. 2
kknobeloch@icsc.org
SAllY STEPhENSON
Senior advertising Executive
+1 847 835 1617
Fax: +1 847 835 5196
sstephenson@icsc.org
4 Sales for 2009 are reported for European centers
8 McArthurGlen’s fifth Italian project opens
10 Sosnowiec a winner; two Turkish FOCs are
short listed for awards
12 Asia Report: Chinese FOCs aren’t Western
clones
13 Exclusive to IOJ: 27 existing and 14
planned Chinese FOCs
14 Chelsea Japan opens its eighth outlet center
in Japan
16 Progress on 10 phase 1 centers and four
expansions
18 News Notes: leasing news, management
changes and more…
20 Trade Report: ORDA calls for transparency
22 Deborah Clark talks about digital marketing
Advertiser Index
Fashion house ..................................... bC
Globe Outlets ........................................ 15
Gva Outlets ............................................. 5
henderson Global Investors ............... IbC
mcarthurGlen ......................................IFC
neinver ................................................. 11
value retail ............................................ 7
vrn-Global Outlet news ...................... 21
SPRiNg 2010 INteRNatIONaL OutLet JOuRNaL 3

COvER STORy
Outlet Center Sales
Value Retail’s
global approach
builds sales
Value Retail’s marketing to international
shoppers is paying off.
For 2009 the developer’s nine outlet
villages in Europe welcomed more than
25 million international visitors who
helped produce a 52-percent increase in
tax-refunded sales compared to 2008.
Shoppers from Southeast Asia
produced a 76-percent increase in
tax-refunded sales, and shoppers from
China nearly doubled their spending to a
97-percent increase in tax refunds.
Southeast Asians represent 9 percent
of Value Retail’s tax-refunded sales, and
Chinese visitors represent 24 percent
of those sales. China is Value Retail’s
fastest-growing non-EU market.
Collectively, in Q4 2009 the Villages recorded
an average spend per tax refunded
transaction of €281. Brazilians purchase
the most in the tax-refund category, with
an average spend of €297 per transaction,
an increase of 6 percent compared to Q4
2008. Southeast Asians have an average
spend of €243, up 4 percent from 2008.
Dalton Park sees
solid growth
ING’s Dalton Park ended 2009 on a
high note with total sales for January to
December up 8.5 percent, and comparative
space sales up 8 percent. Spend per
head was up by 4 percent, and footfall also
increased by 4 percent (2.3 million through
the door versus 2.2 million in 2008).
Paul Donaghue, area manager for Marks
& Spencer, says he is delighted with the
performance of the Dalton Park unit.
“The Marks & Spencer outlet store
at Dalton Park delivered its best-ever
Christmas trading and also broke quite a
sales record on the way. Despite the current
challenging economic environment,
M&S outlet at Dalton Park delivered a
vast like-for-like sales growth. We’ve also
experienced a big increase in customer
conversion and average spend values in
the past 12 months.”
4 INteRNatIONaL OutLet JOuRNaL SPRiNg 2010
ING’s seven-year-old Dalton Park outlet center in Murton, England saw healthy increases
in both sales and footfall for 2009.
The 160,000-sf center, which opened
in 2003, is in Murton, England, 30 minutes
from Newcastle.
Land Securities sees
7 percent holiday boost
Two outlet properties in the UK, the
320,000-sf Galleria in Hatfield and the
324,030-sf Gunwharf Quays in Portsmouth,
each saw a 7 percent increase in
sales during the Christmas trading period.
Both outlet centers are owned and
managed by Land Securities and have
continued to flourish despite the overall
economy.
Gunwharf Quays, which opened in
2000, saw a 4.4 percent increase in footfall
over Christmas compared with 2008,
with many retailers reporting record sales.
The Galleria, which opened in 1998,
saw spend per head up 7 percent and
leisure sales up more than 8 percent
year-on-year for the fourth quarter.
even bad weather
doesn’t dampen
Bideford sales
January trading figures for Atlantic
Village in Bideford, England, were up 20
percent compared to 2009. The 95,000sf
center, owned by Development
Securities PLC and leased by Realm, has
been riding a crest of new openings and
higher footfall. In 2009, Café Lily’s, M&S
Outlet, Hush Puppies and Yeomans Outdoors
opened in the center, and Cotton
Traders increased its space to become its
largest unit in the UK.
Even a spell of bad weather in early
January – which forced the 10-yearold
center to close for almost two days
-- didn’t significantly affect sales, says
center manager Jane McLeod.
“We’re bucking the trend with our retail
performance,” she says. “We have seen
a significant upturn in sales, especially on
luggage, footwear and outdoor clothing
ranges. With such a good start to the year
we can only see it getting better. Obviously
our trading success has not gone unnoticed
… we already have a number of blue chip
brands lined up to join us in 2010.”
Kids clothes fly
at McG centers
McArthurGlen’s seven UK designer
outlet centers enjoyed strong Christmas
trading, despite suffering through the
coldest winter in decades.
From Nov. 30, 2009 to Jan. 3, 2010,
sales increased 4 percent at McArthur-
Glen’s seven centers compared to the same
selling period last year. The real portfolio
(Continued on page 6)

expertise
Nobody knows Outlets better
Current projects in:
• Bulgaria • Czech Republic • Denmark • Germany
• Hungary • Italy • Poland • Romania • Russia • Serbia
• Slovenia • Spain • Switzerland • Ukraine
For more information please contact:
Brendon O’Reilly,
Director, GVA Grimley Ltd.
+44 (0)7831 381 405
brendon.o’reilly@gvagrimley.co.uk
www.gvagrimley.co.uk/outlets

COvER STORy
(Continued from page 4)
hero was childrenswear. Sales jumped 63
percent in that category as families looked
to stretch their pound further.
Boxing Day sales on Dec. 26, 2009
were buoyant, as well, with Cheshire
Oaks Designer Outlet near Chester
experiencing an increase of more than
20 percent compared to Boxing Day
2008.
The number of sales transactions for
the period rose by 10 percent compared
with the same period last year, and
designer collections performed particularly
well, with sales up 20 percent as
Sunny skies have been shining on Park
Avenue Fashion Outlet in Bilbao, Spain.
The 200,000-sf outlet center produced
a 12 percent increase in like-for-like sales
for 2009, and the scheme welcomed
almost 3 million visitors last year, a 16
percent increase compared to 2008.
Park Avenue is a component of Megapark
Barakaldo, which was acquired by
Resolution Property in 2006 and is managed
by Jones Lang LaSalle. Megapark is
the largest retail and leisure destination in
Spain. The project includes an 11-screen
multiplex and IMAX cinema; 929,000 sf
of big box retail and free covered parking
with direct access to stores.
Michel Nangia, senior manager at
Resolution Property, attributes the
growing success of the outlet center,
which opened in 2007, to the company’s
management style.
“Our proactive, hands-on asset management
approach has significantly helped us
navigate what has been a tough time this
past year,” he says, adding that Resolution’s
attention to detail has been noticed and
appreciated by the center tenants.
For instance, Egoitz Barturen, store
manager at Puma says, “Although we
have been trading in the center for only
14 months, the results regarding footfall,
capture rate and sales could not be any better.
Our 2009 was superb, and the forecast
for 2010 has the same positive trend not
only for our chain, but for the whole outlet
center here at the Megapark.”
Javier Anton, coordinator of GEOX in
Northern Spain, says his productivity expectations
have been exceeded. “Our 2009
6 INteRNatIONaL OutLet JOuRNaL SPRiNg 2010
shoppers embraced party attire. Overall,
holiday footfall rose by 1.5 percent.
McArthurGlen Designer Outlets are
located in Ashford, Bridgend, Chester,
Livingston, East Midlands, Swindon and
York.
Sales, footfall
soar for Neinver
Neinver, the second largest operator
in Europe (after Henderson Global Outlet
Mall Fund), has posted a 28 percent
increase in turnover for 2009 compared
with 2008. Additionally, footfall at Nein-
Anatomy of an Increase:
Park Avenue’s success based on data and teamwork
results have been very positive, exceeding
expectations, and quite impressive, considering
the generalized and negative situation
of retailers in this economy.”
One tool Resolution has used to help
retailers increase their sales has been the
simple employment of traffic counters.
“We installed bespoke counters
[supplied by PFM] at the entrance of
the center and in every store,” Nangia
explains. “All of our retailers provide us
with their turnover figures, and when
combined with the footfall flow into
their stores, we’re able to calculate the
sales conversion rate.
“This information is entered into
PFM’s website, which then provides us
with a weekly report with key perfor-
ver’s 11 outlet centers in Italy, Germany,
Spain, Poland and Portugal increased by
11 percent to 30 million visitors compared
to 27 million in 2008.
“The good results registered in 2009
show that the outlet concept continues
to strengthen in Europe as one of the
retail concepts that consumers like best,”
says CEO Manuel Lagares. “We’ve seen
this sector’s appeal gradually intensify for
the last two years.”
Neinver also manages the Irus European
Retail Property Fund, which focuses
on the acquisition of outlet centers and
other retail assets across Europe. c
Resolution Property attributes the success of Park Avenue, a component of the
Megapark Barakaldo in Bilbao, Spain, to the company’s hands-on management and use of
technology to help drive sales and footfall.
mance indicators. The report highlights
the key strengths at the center and alerts
us to any problems at an early stage,
enabling us to work closely with our retailers
to assist them in improving their
sales conversion rates.”
The center management team frequently
meets with tenants, he says, working
with chains to drive sales through marketing
support, signage and other initiatives.
Park Avenue’s catchment within a
90-minute drive is 3.5 million people, including
more than 1 million living within
15 minutes of the project. The average
household income for the market is 28
percent higher than the national average.
The market’s average household spend
on retail goods is €11,616. c

NaPlES
mcarthurGlen goes neapolitan
with La reggia designer Outlet
la Reggia Designer Outlet’s architecture reflects the Rococo style of the Royal Palace,
La Reggia di Caserta, built by the Bourbon kings, as well as the Mediterranean styles
and Byzantine domes seen on the nearby Amalfi Coast.
8 INteRNatIONaL OutLet JOuRNaL SPRiNg 2010
The center also has
an impressive solar
system to handle
its energy demands.
by linda humphers
Editor in Chief
More than 100,000 people who
attended the February opening
of McArthurGlen’s fifth designer
center in Italy demonstrated that
Italians are anything but blasé about the
outlet concept. And they’re certainly
not blasé about how McArthurGlen
defines outlet retailing.
La Reggia Designer Outlet is in Marcianise,
near Caserta in the Campania
region, 30 km north of Naples. Mount
Vesuvius bides her time in the background;
a gazillion pizzerias keep the 5.5
million people living within 90 minutes of
the center well fed, and the Naples airport
is just 20 minutes away. Besides being
Italy’s most populous region, Campania
is also a popular destination, attracting 21
million tourists each year, who are lured
by the Amalfi Coast, Sorrento, and the
islands of Capri and Ischia, as well as the
historic remains of Pompeii.
The 17,500-m 2 phase 1 opened 80
percent leased with strong fashion brands
and a selection of cafes and restaurants,
including well-known local names. Among
those brands to open in the first phase
are Blumarine, Calvin Klein, Gianfranco
Ferré, Hugo Boss, Liu Jo, Patrizia Pepe,
Pinko, Pollini, Replay and Valentino.
The 9,000-m 2 phase 2 is already
under way, with the first half opening
later this year and the second half in the
second quarter of 2011. The center will
have 140 stores when completed.
Campania is the most densely populated
region in Italy, with 5.5 million
inhabitants living within a 90-minute
drive of the center.
La Reggia Designer Outlet, which is
McArthurGlen’s 19th designer out

let village in Europe, includes one of
Europe’s biggest solar energy projects
in a retail scheme, with 2,700 m 2 of
solar panels integrated into the roof.
The panels will produce sufficient solar
power to satisfy 30 percent of the centre’s
energy demands.
McArthurGlen chairman J.W. Kaempfer
says, “It is with great pride that
we open our fifth designer outlet in
a country which is home to so many
famous international fashion brands and
which is also one of the top countries in
the world for tourism.”
Jacopo Mazzei, CEO and President of
RDM-Gruppo Fingen, McArthurGlen’s
joint venture partner in Italy, says: “This is
the fifth center we have developed jointly
with McArthurGlen since we opened
Italy’s first designer outlet in Serravalle in
2000, and which has now become Europe’s
largest designer outlet. Campania
is an ideal location, given the size of the
catchment, the importance of the region’s
tourism, and the center’s location adjacent
to the Naples-Rome motorway.”
McArthurGlen’s other designer outlet
villages in Italy are Serravalle Designer
Outlet near Milan; Castel Romano Designer
Outlet near Rome; Barberino Designer
Outlet near Florence; and Veneto
Designer Outlet near Venice. The five
Italian centers will total 150,000 m 2
once La Reggia is completed. c
A good selection of cafes and restaurants, many opened by local celebrity chefs, is an
important element at McArthurGlen’s La Reggia Designer Outlet.
lA REGGIA DESIGNER OuTlETS TENANT lIST
Amina Rubinacci
Aspesi
Baci & Abbracci Factory
Store
Bagatelle
Baldinini
Ballantyne
Bialetti Industrie
Bikkembergs
Blumarine
Bric’s
Brooksfield
Calvin Klein Collection
Calvin Klein Jeans
Calvin Klein Underwear
Calzedonia – Intimissimi –
Tezenis
Camper
Celyn B – Elisabetta Franchi
Cerruti 1881
Corso Roma
Cotton Belt
David Mayer Namen
Desiree
Diesel
Dixie
Escada
Fabi
Ferre
Ferre Freddy
Gas
Gattinoni
Golden Lady
Guess
Gutteridge
Hangar Eighteen
Harmont & Blaine
Il Gufo
Kathy Van Zeeland
Levi’s
Lui-Jo
Luisa Spagnoli
Massimo Rebecchi
Maui Bear
Merrell
Modus Beauty Store
Motostore
Nannini
Napapuri
Nautica
Parah
Patrizia Pepe Firenze
Pinko
Piquadro
Pirelli
Pollini
Pupa
RCR
Replay
Rifle
Tailor Club
The End
Timberland
Tommy Hilfiger
Tosca Blu
Valentino
VFG – Valentino Factory
Store
Watch & See
Yamamay
SPRiNg 2010 INteRNatIONaL OutLet JOuRNaL 9

aWaRDS
FOCs are finalists For iCSC awards
Two outlet centers in Turkey are
among the finalists in ICSC’s
2010 European Shopping
Centre Awards. The 2010 awards
will be presented at the 35th ICSC
European Conference, 28-29 April
2010 in Prague, The Czech Republic.
In total, 19 of 32 entries made it onto
the short list. The categories are:
l small new centers (less than 30,000 m 2 )
l medium new centers (30,000 – 45,000 m 2 )
l large new centers (45,000 – 80,000 m 2 )
l very large centers (Over 80,000 m 2 )
l refurbishments and extensions
l and specialized centers.
The Turkish outlet projects, both in
Istanbul, were nominated in the specialized
category.
The 44,149-m 2 Optimum Outlet has
157 stores and is located in the rapidly
developing Anatolian side of Istanbul.
Renaissance Development owns the
center, which opened in 2008.
Bayraktar Group’s 106,000-m 2 Via
Port Outlet Shopping, which opened
in 2008, has 183 stores throughout its
open design concept. c
FH Sosnowiec wins CEE honors
Fashion house Outlet Centre Sosnowiec opened in Poland in 2008, and it’s awardwinning
expansion opened in 2009.
10 INteRNatIONaL OutLet JOuRNaL SPRiNg 2010
Renaissance Development’s Optimum Outlet is on the rapidly developing Anatolian
side of Istanbul.
bayraktar Group’s Via Port Outlet Shopping is a marvel of shopping and dining in an
open-air setting with nearly 200 shops and cafes.
Fashion house Outlet Centre
Sosnowiec Phase 3 has been
named Factory Outlet of the Year
by EuropaProperty magazine’s CEE Retail
Real Estate Awards.
Fashion House Outlet Centre Gdansk
Phase 2 and Designer Outlet Center
Salzburg were short-listed for the award.
The Fashion House centers, both in Poland,
are owned by Polonia Property Funds
and were developed by Fashion House,
which continues to manage and lease them.
MacArthurGlen is the developer of the
Salzburg center, a redevelopment project
that opened in Austria in September 2009.
The awards, now in their second year,
honor retailing in Central and Eastern
Europe in 27 categories. c

aSia
Chinese outlet centers
aren’t Western clones
by linda humphers
Editor in Chief
At least three U.S.-based companies
are providing outlet expertise
and consulting – up to a
point – to Chinese developers planning
to open outlet centers in the People’s
Republic. The U.S. companies are:
l Chicago-based Urban Retail Properties,
through its Urban Retail Asia office
and assisted by outlet veteran Ron Simkin,
is consulting with Shanghai Textile
on a project scheduled to open in 2011
l Leto Consulting, whose principals
include Peter Leckerling and outlet veteran
Phil Palisoul, is providing planning,
leasing and management consulting to
two Chinese developers
l Horizon Group Properties, which
operates five U.S. outlet centers, is working
with a Chinese developer to open as
many as eight outlet projects.
According to Peter Leckerling, managing
director of Leto Consulting, the
global economic crisis has had little effect
on development in many Chinese provinces.
Taking the lead from the central
government in Beijing, which in November
of 2008 announced a €430 billion
stimulus package, government officials
are encouraging developers to increase
the pace of outlet development.
“As the outlet model isn’t urban,”
Leckerling explains, “outlet centers can
be built on many non-urban plots that
the government has released for public
auction. This is enticing since China’s
urban land is often overpriced and
always overcrowded.”
Leckerling adds that most Chinese
outlet centers don’t embrace the outletvillage
footprint used in the U.S. and European
Union countries. Instead, Chinese
outlet centers are usually large buildings
subdivided into numerous squares, typically
ranging from 300 sf to 500 sf.
Furthermore, the tenants are primarily
either developer-owned stores filled
with goods bought at wholesale, or
12 INteRNatIONaL OutLet JOuRNaL SPRiNg 2010
Shanghai Textile is redeveloping
12 buildings in the Yangpu section of
Shanghai, China’s second-largest city.
The outlet center will be in a 36,000-m 2
structure on the site.
shops run by local franchisees who
pay percentage rent only.
There are exceptions, of course. The
tenants at Shanghai Outlets in Qingpu
are legitimate national franchisees of international
brands such as Nike, Adidas,
Zegna, Esprit, Nine West, Hugo Boss,
Benetton and others.
“But many brands realize that customers
in secondary cities don’t have
the purchasing power to make an outlet
store profitable,” Leckerling says. “So
these non-traditional outlets have allowed
development to move forward in
the secondary markets.”
China’s unique approach to development
and tenanting is initially daunting
to Westerners, even those who’ve been
in the outlet business for a long time.
Gary Skoien, CEO of Horizon Group
Properties told IOJ that he first started
looking at China on his own, without
a partner. “Then I realized that I could
spend the rest of my life trying to figure
it out,” he says.
Horizon formed a partnership in February
with a publicly traded real estate firm
that specializes in commercial and residential
development. Three unnamed sites are
currently under control and five additional
sites are under study, Skoien says.
In contrast with Horizon Group,
Urban Retail has been doing business
in China for several years. The partnership
with Shanghai Textile Company will
result in the redevelopment of a centuryold
factory into Shanghai Fashion Center.
The outlet-retail portion of the project
is one of six elements in the complex,
the others being food and beverage, a
theater, a VIP club, office space and a
hotel. The site, in the Yangpu district,
has 12 buildings, and the outlets will be
in a three-level, 36,000-m 2 structure.
The developer’s main hope is that the
center will be a catalyst for returning
Shanghai to its former status as a global

fashion capital.
According to Scott Chen, CEO for
Urban Retail Asia, leasing is progressing
well. “We are in active negotiations with
a wide range of prospective tenants,
such as Dior, Celine, Burberry, Coach
and lots of other brands.”
Leto Consulting has been working
since 2009 with CRED Real Estate
Group to develop one of Shanghai’s
first suburban regional projects, the
65,000-m 2 Trendworld Mall. About 55
percent of the GLA will be a mix of
traditional retail and outlet stores.
The reason for the mix, Leckerling
says, is “our research showed that the
local customer’s purchasing power is
more in line with factory outlet pricepoints.
In this way, international brands
are still be able to tap into a very strong
Outlet Centers in China
27 existing outlet projects, 11 planned to open within 2 years (listed by opening date)
name of mall m2 of GLa, GS or Land Opening date Location developer
beijing Yansha Outlets 19,832 m2 GLa 2002 beijing yansha
Shanghai Qingpu Outlets 110,000 m2 GS 2006 Shanghai bailian
harbin Yansha Outlets 32,000 m2 GLa 2006 harbin, heilongjiang yansha
Foxtown 68,000 m2 GS 2006 Shanghai Studio Silvio tarchini
Guangzhou Teemal ThC 18,000 m2 GS 2006 Guangzhou, Guangdong
Suzhou CS heshun Outlets 50,000 m2 GLa 2007 Suzhou, Jiangsu CSLand
Chengdu MGS Outlets 50,000 m2 Land 2007 Chengdu, Sichuan mGS
Shangjie Yaxing Outlets 40,000 m2 GLa 2007 Zhengzhou, henan yaxing
Zhangjiagang hong Kong City Outlets 30,000 m2 GLa 2007 Zhangjiagang, Jiangsu
Aika Outlets 15,000 m2 GS 2008 beijing aika
Kosmall 13,000 m2 GS 2008 hefei, anhui Kosmall
West Outlets 80,000 m2 GS 2008 Chongqing taiwan Pacific Group
Zhengzhou Yaxing Outlets 60,000 m2 GLa 2008 Zhengzhou, henan yaxing
hangzhou EX Outlets 8,000 m2 GLa 2008 hangzhou, Zhejiang
Chongqing Windsor Outlets 33,000 m2 GS 2009 Chongqing CGr
Changchun Eurasia Outlets 25,000 m2 GS 2009 Changchun, Jilin Eurasia Group
Energetic Orient brand Discount Shopping Plaza 68,000 m2 GS 2009 beijing Oriental Foundation
Zhengzhou Kingcity Outlets 30,000 m2 GLa 2009 Zhengzhou, henan Powerlong
beijing Scitech Premium Outlet Mall 150,000 m2 GS 2009 beijing Scitech
Meilanhu Outlets 70,000 m2 GS 2009 Shanghai
Jiangsu Wanhe Outlets Park 600,000 m2 GS 2009 Changzhou, Jiangsu
Shanghai Fashion Center Global Outlets Park 120,000 m2 GS 2009 Shanghai
Chengdu Times Outlet 44,000 m2 GS 2009 Chengdu, Sichuan Wharf holdings
Tongxiang hong Kong City Outlets 60,000 m2 GS 2010 tongxiang, Zhejiang houyuan
Qingdao Kingcity Outlets 38,000 m2 GS 2010 Qingdao, Shandong Powerlong
Ningbo Outlets 2010 ningbo, Zhejiang Zhejiang Power
Nantong Outlets 30,000 m2 GLa 2010 nantong, Jiangsu Xintonghai
*PlANNED OuTlET PROJECTS IN ChINA
Outlet China - South China Flagship Center 652,915 m2 Land 2010 Foshan, Guangdong Outlets China Ltd
Outlet China - East China Flagship Center 1,300,000 m2 Land 2010 huzhou, Zhejiang Outlets China Ltd
Changsha Outlets 160,000 m2 GLa 2010 Changsha, hunan richly Field
Tianjin Florence Town Outlets 400,000 m2 Land 2010 tianjin Waitex
Changshu Outlets 84,000 m2 GS 2010 Changshu, Jiangsu Zhongtai
haining Outlets 75,000 m2 GLa 2011 haining, Zhejiang bailian
haixi Outlets 2,000,000 m2 Land 2011 Fuzhou, Fujian richly Field
Ningbo Outlets Project NTD 110,000 m2 Land 2011 ningbo, Zhejiang Shanshan, mitsui, Itochu
Jiangyin Outlets 2011 Jiangyin, Jiangsu
consumer market.”
Leto is also working with a development
group in Ningbo’s Fenghua town,
the ancestral home of Chiang Kai-shek,
near the beautiful Tingxia Lake.
“The project will be called an outlet
center,” Leckerling says, “but the model
is more Chinese, with substantial food,
beverage and entertainment options
included.” c
Shanghai Fashion Outlets 36,000 m2 GLa 2011 Shanghai Shanghai textile Company
Wealth Outlets 13,000 m2 GS planned nanchang, Jiangxi hongkelong
*horizon Group Properties’ eight sites aren’t listed as no details were available by press time.
Source: Information for this chart comes to IOJ courtesy of yiqun Wang, who is an intern in the research department at ICSC in new york. his family’s business,
Zaihang, offers retail consulting services to developers in China and was a partner on a planned outlet center in ningbo.
SPRiNg 2010 INteRNatIONaL OutLet JOuRNaL 13

aSia
Chelsea Japan opens
ami Premium Outlets
The center is the
developer’s eighth
outlet center to
open in nine years.
Simon Property Group has
decided to skip developing retail
centers in China, at least for now,
but its subsidiary, Chelsea Japan, continues
making strides in Japan.
In July 2009, Chelsea Japan opened
Ami Premium Outlets, its eighth outlet
center in Japan. CJ is a joint venture
of Simon Property Group (40 percent
ownership) and Mitsubishi Estate Co.,
Ltd. (60 percent ownership).
Ami Premium Outlets opened on a
bright day and was greeted, as usual,
by thousands of Japanese shoppers
eagerly waiting for speeches to end
and ribbons to be cut so they could
begin shopping. Videos on YouTube
tell the tale.
The center’s 225,000-sf phase 1
opened fully leased with 100 tenants,
including Adidas, Diesel, Fauchon,
Lanvin en Bleu, Mayson Grey, Ray Ban,
True Religion and Viaggio Blue. Additional
phases could bring the center to
a 360,000-sf build-out.
Ami Premium Outlets is in Ibaraki
Prefecture, about 35 miles or a 50-minute
drive northeast of central Tokyo. The
41-acre site lies near the Ami-Higashi
interchange on the Ken-O Expressway
(Metropolitan Inter-City Expressway), 11
miles from Tsukuba and 20 miles from
Narita International Airport.
About 11 million people live within a
30-mile radius of Ami.
Chelsea Japan’s 2.1 million-sf portfolio
includes Gotemba Premium Outlets
and Sano Premium Outlets (both serving
Tokyo); Rinku Premium Outlets
(Osaka); Kobe-Sanda Premium Outlets
(Kobe-Osaka); Sendai-Izumi Premium
Outlets (Sendai); Toki Premium
Outlets (Nagoya) and Tosu Premium
Outlets (Fukuoka). c
14 INteRNatIONaL OutLet JOuRNaL SPRiNg 2010
Chelsea Japan’s 225,000-sf Ami Premium Outlets opened fully leased with 100 tenants.
AMI PREMIuM OuTlET TENANT lIST
Ace
Adidas
Asics
Barclay
BCBG Maxazria
Beams
Billabong
Brooks Brothers
Castelbajac
Ciaopanic
Citizen
Coach
Cole Haan
Combi
Crazy Crepes
Cricket
Delifrance
Diesel
Dou Dou
Edwin
Elle Paris
Energie
Enoteca D’oro Premio
Fauchon
Fossil
Fukuske
Gap
Global Work
Gotcha
Hakka
Hawkins
Hush Puppies
Jayro
Jin’s
Journal Standard
Junmen
Kaneki
Katharine Hamnett
Keawjai
Kihachi Soft Cream
Kim Kim Jang
Kobe Motomachi Doria
Lafuma
Lanvin en Bleu
Laundry
Lego
Lowrys Farm
Madras
Marithé François Girbaud
Max & Co.
Mayson Grey
McGregor
Michel Klein
Millet
Miss Sixty
Mitsumine
Miyatake Sanuki Seimensho
MK Michel Klein Homme
Moussy
Nara Camicie
New Yorker
Nice Claup
Nine West
Off & On
Op
OshKosh B’Gosh
Override
Pageboy
Pal Zileri
Plaza
Ra-men Ichiya
Ray Cassin
Ray-Ban
Rienda
Rockport
Rodeo Crowns
Ru OlOl
Sally Scott
Sandaya Honten
Schiatti
Seiko
Sly
Spick and Span
St. Cousair
Sylvanian Families
Tachikichi
Taylormade
T-fal
TGM
Tommy Hilfiger
Topkapi
Triumph
True Religion Brand Jeans
Tsumori Chisato
Tully’s Coffee
Under Armour
Union Station
Urban Research
Vans
Vérité
Viaggio Blu
Vicky
Visaruno OlOl
W Closet

PlaNNED CENTERS UPDaTE
Neinver developing
Six phase 1 projects
NEINVER IS GOING to be busy for the
next two years developing one center
in Spain, one center in Portugal, two in
France and two in Poland. The Spanish
developer will also be expanding four
existing centers. By the end of 2012,
AS OF MID-FEbRuARY, Norwegian
Outlet Center was 90 percent leased
and well on its way to a June opening.
Located in Vestby, the 118,400-sf
planned center is 25 minutes from
the Oslo city center and nine minutes
from Tusenfryd, Norway’s largest
amusement park. The center is
on the E6, within an hour’s drive of
35 percent of Norway’s population.
Developer of the project is
Norwegian Outlet, whose principal is
°
Adne Sondral, ° an Olympic medalist in
the 1,500-meter speed skating event.
He won the gold
medal in 1998 at
Nagano and the silver
medal in 1992 in
Albertville. During
the2010Olympicsin
°
Vancouver, Sondral
was a speed skating
commentator
for a Norwegian
sportscast.
IOJ caught up
°
with Sondral dur-
ing the 2010
Winter Olympics in
February to ask the
burning question,
“Which is harder,
winning an Olympic
medal or opening
an outlet center?”
16 INteRNatIONaL OutLet JOuRNaL SPRiNg 2010
Neinver will manage 354,400 m 2 of outlet
GLA in six European countries.
The 12,600-m 2 first phase of Factory
La Coruña in the province of Galicia,
in northwestern Spain, will open during
the 4th quarter of 2010. The center,
which is just 2 km from the airport and
9 km from Coruña, will be Neinver’s
fifth in Spain. Neinver plans a second
Norwegian Outlet is
Olympian’s next goal
when I really want something I give it
everything I have. I did so with skating
and I am doing so in setting up
Norwegian Outlet. It has been challenging
at times with financial crises
and regulatory problems, but skating
had other challenges.
“In my experience if you really want
something, you will make it happen.
Norwegian Outlet seems to be one of
the more successful outlet endeavors
in Europe, considering that it’s more
than 90 percent leased four months
before the opening. But we still have
to work hard to
drive revenue and
to make our tenants
as profitable
as possible. I have
always needed
clear goals in life.
Right now, the success
of Norwegian
Outlet is my Olympic
medal.”
Signed tenants
include Abecita,
Arts & Crafts,
Bergans, Bjorn
Borg, Coast, Karen
Miller, Columbia,
°
°
Adne Sondral, who is developing Doite, Follestad,
Norwegian Outlets, won the 1998 Gant, Helly Hansen,
Olympic gold medal in speed skating House of Brands,
in Nagano, Japan.
Hoyer, Hugo Boss,
“Winning the Olympics was my big IC Companys, Josef Seibel, Le Creuset,
dream since I was a small child,” Levis,Lillevinkel,Mexx,MXDC,NoaNoa,
° Sondral says. “I had to work hard Norrona, Peak Performance, Polarn
for 20 years to reach that goal. It’s o Prylet, Puma, QuickSilver, Read,
possible to build an outlet village SamsoeSamsoe, SEB, Timberland,
within a shorter period of time. But Tommy Hilfiger, Triumph and Vans. c
phase of 8,900 m 2 as well.
In France, Neinver is developing in
partnership with MAB Development
the 18,000-m 2 Honfleur The Style
Outlets. The site is on the western coast
of Normandy, near the beach at Pont
de Normandie. The center will open in
spring 2011.
Also in France, Roppenheim The
Style Outlets is scheduled to open during
the 4th quarter 2011. The 25,500-m 2
scheme is in the Alsace region of northeast
France, next to the French-German
border, 46 km north of Strasbourg.
Neinver’s development partner MAB
acquired the site in October from Freeport,
which had pre-let more than 30
percent of the space.
In Portugal, Algarve The Style Outlets
is scheduled to open in 2012. The
23,000-m 2 center, which will be Neinver’s
second in Portugal, is near Faro,
famous for its beaches, flamingoes and
high influx of visitors.
In Poland, Neinver will open Factory
Krakow and Factory Warsaw, both
36,000 m 2 .
Neinver will add 14,000 m 2 to Vila
do Conde in Portugal; 4,400 m 2 to
Zweibrücken in Germany; 3,800 m 2 to
Vicolungo in Italy; and 3,000 m 2 to Factory
Sevilla Aeropuerto in Spain.
local community
gets preview of
Soltau Outlet
GVA OuTlETS and Mutschler Development
Group got a positive response from
the community at a recent preview outlining
the plans for the 10,000-m 2 Soltau
Outlet set to open in 2011 in Germany.
The preview included an accounting
of the center’s design and prospective
tenants, plus the impact the scheme will
have on the area’s employment, revenue
and tourism. In the audience were local
government officials, the mayor and key
councilors, business owners and tourism
representatives.
The center site is in the Luneburger
Heide region near the cities of Hamburg,
Bremen and Hanover. It is across
from Heide-Park, one of the largest
theme parks in northern Germany, and
along the A7 motorway, accessible to the
area’s 2 million annual visitors.

“The key factor here is that this is a
new retail concept for the area,” says
Brendon O’Reilly, director of GVA
Outlets, “so it is important that everyone
understand the concept and how
it works. It is also important that the
benefits are explained and misguided
fears are laid to rest, as there is always
confusion between out-of-town retail
parks and outlet centers, which operate
in a very different way.
“The community now understands
and is delighted that we are coming.
Considering how difficult planning permission
can be for outlets in Germany,
this support is a real achievement.”
Ferrara FOC plans
November opening
A NOVEMbER opening is planned for
Costruzioni Generali Italia’s Occhiobello
Outlet Village. The 12,800-m 2 center
will be home to 74 tenants, predominately
Italian and French brands.
OOV is in the town of Occhiobello,
between Veneto and Emilia Romagna.
The site will serve two of the provinces
with the highest per capita disposable
income in Italy, 20 minutes from
Rovigo and five minutes from Ferrara.
The catchment includes some 3 million
people residing in Padua, Bologna and
Venice. The site, on A13 Padua-Bologna
Highway, has full planning approvals.
In Cannes in November, Francesco
Bordignon, of consultant Kboard, said
the scheme was 45 percent leased.
“The demographics of the area are
more like Northern Europe,” he told
IOJ. “It’s not like Southern Italy.”
ING to expand
Dalton Park
ChIlDRENSWEAR retailer Designer
Kidz opened earlier this year at ING
Real Estate’s Dalton Park in Murton,
England.
But the big news at the 160,000-sf
center is that planning has begun for a
€27 million expansion. Last year ING
dropped efforts to sell the project,
which had brought interest but no
proper offers, and instead decided to
go ahead with a major expansion. The
second phase, expected to create up to
Work is progressing on the 25,000-m 2 first phase of Sicilia Outlet Village,
as seen from this photo taken on Feb. 4. Located in the middle of Sicily, one
hour from Taormina and 90 minutes from Palermo, the scheme will open in the
autumn. Premium Retail and Gruppo Percassi are developing the center.
500 jobs, will include a cinema, supermarket,
hotel and petrol station.
Dalton Park, which opened in 2003,
has weathered the recession and is now
in good shape with footfall up 6 percent
and sales up 10 percent (see page 4).
ING hopes to gain approval for the
expansion this year and begin working
on it by the end of 2011. The center,
just off the A19 on the site of Murton
Colliery, was originally granted outline
planning permission in 2001.
FOCs in Japan,
Korea expand
ChElSEA JAPAN opened the
176,000-sf phase 2 of Kobe-Sanda
Premium Outlets in December, adding
90 new tenants. The center now totals
180 stores and 371,000 sf. New tenants
include Armani, Helmut Lang, A Bathing
Ape and Dsquared2, as well as a full
range of men’s brands, including Edifice
and Paul Smith.
Chelsea Japan also broke ground on
phase 3 of Toki Premium Outlets on
Oct. 29, 2009. This expansion will add
another 30 stores, bringing the total
to 140. The 231,000-sf center, which
opened in 2005, is located in the Toki
Plasma Research Park.
Shinsegae Chelsea opened a small
expansion of Yeoju Premium Outlets
(Korea) on Dec. 18, 2009. The 15 new
stores include Bally, Michael Kors, Moschino,
Loro Piana, Leonard, Nina Ricci,
Tumi and Issey Miyake. The center is 36
miles southeast of Seoul.
Moulin de Nailloux
gets new owner
before it opens
IN FEbRuARY, the European property
investment company Corio acquired
75 percent of the planned Moulin de
Nailloux in Toulouse, France, from developer
COGEP. The acquisition price
was €44 million.
The outlet center’s 22,100-m 2 first
phase is set to open in June 2011. The
new-construction outlet village, in
Chemin du Gril, Le Moulin, 30 km
south of Toulouse, was 50 percent
leased as of March 1. An 8,800-m 2
phase 2 will open in 2014.
COGEP retains 25 percent ownership,
and its subsidiary Advantil will
continue leasing, marketing and managing
the center, including the planned
second phase. Corio has first rights to
acquire the remaining 25 percent of the
property in 2016.
As of Dec. 31, 2009, Corio’s €5.7 billion
portfolio included 1.5 million m 2 in
105 projects, of which 91 are shopping
centers. The company’s pipeline portfolio
includes approximately 18 phase 1
projects and 14 expansions. c
SPRiNg 2010 INteRNatIONaL OutLet JOuRNaL 17

NEWS NOTES
Whiteley Village
To be leveled
WhEN WhITElEY Village Outlet
Shopping opened in Hampshire in
November 1999, it was the 18 th outlet
scheme to open in England. Six months
later, the 324,030-sf Gunwharf Quays
opened in Portsmouth, just 15 minutes
south of Whitely Village. The smaller
center never got much traction, and it is
now slated for demolishment.
Planners have given a green light
to a €112 million scheme on the
site. Whiteley Co-Owners, developers
of the new project, will tear down
Whiteley Village, causing at least
18 INteRNatIONaL OutLet JOuRNaL SPRiNg 2010
one council member, probably not
a developer, to wonder what was
wrong with the existing buildings.
The new development is designed
to be more in tune with local needs
– that is, not focused on outlets –
and will include shops, restaurants,
cafes, a community theater, a library
and a community hall.
Australian DFO
portfolio for sale
Direct Factory Outlets has put its
portfolio of eight DFO outlet centers
and three conventional schemes on
the selling block. The Australian
The Outlet at bridgewater Park had a set-back recently when approval for a Tesco
was denied.
The Outlet regroups,
names new manager
The Outlet at Bridgewater Park
in Banbridge, N. Ireland, has new
management. Glenrye Properties
Services, which runs Ireland’s largest
mall, the 80,000-m 2 Dundrum Shopping
Centre outside Dublin, took over management
of The Outlet on Jan. 1.
Land Securities, which previously
managed The Outlet, is still involved in
the overall project. When first conceived,
Bridgewater Park was to be a 1.2
million-sf complex, with phase 1 being
the 19,000-m 2 outlet center.
Phase 2 was envisioned with another
40,000 m 2 of retail, which apparently
already had approvals, a drive-through
restaurant, hotel, petrol station, additional
parking and a 52,336-m 2 business
park.
However, in late 2009, approval to
build a 12,000-m 2 Tesco was denied
on the grounds that Bridgewater Park
would turn Banbridge’s town center into
a ghost town. The turn-down was a big
blow for Bridgewater developer GML
Estates, a joint venture of Orana Group
and Land Securities.
In early February, GML confirmed that
it is seeking a judicial review of the decision
with the High Court in Belfast. c
company, founded in 1996 by David
Goldberger and David Weiland, is
looking for a buyer or investor. The
centers are actually warehouses with
subdivided spaces for retailers.
According to a report in the
Australian Financial Review, Jones
Lang LaSalle is marketing the portfolio,
which brings in €986 million in
annual revenue.
DFO will either sell the centers
outright or sell the centers and
retain management. Weiland and
Goldberger, who own houses next
door to each other in the upmarket
suburb of Toorak, were jointly listed
on last year’s BRW Rich 200 with a
fortune of €468 million.
The pair is best known for founding
the discount petrol chain Solo in 1974,
before selling it 15 years later for a
reported €131 million. They now own
the petrol wholesaler Liberty Oil.
DFO centers are in Melbourne,
Sydney, Brisbane, Canberra and
Cairns, and are planned for Hobart,
Townsville and Perth as well as outside
of Australia.
Rathdowney sees
losses for 2009
AWG PROPERTY SAYS that its
Rathdowney Designer Outlet in Laois,
Ireland, lost €5.4 million in 2009, of
which €4.6 million was a depreciation
of the asset.
However, the nine-year-old center
achieved a net operating profit of
€127,685 for the year.
AWG points to tenant concessions
on rent at the 100,000-sf center as
one of the culprits for the loss. The
developer added in a statement that
the recent difficult economy in Ireland
had made “attracting and retaining
quality tenants very challenging.”
The opening of Value Retail’s
upscale Kildare Village in 2006 probably
hasn’t helped Rathdowney’s sales
and footfall, either. The 125,000-sf
Kildare Village is one hour northeast
of Rathdowney, and less than an hour
from Dublin’s city center.

Prada opens in
McArthurGlen’s
Roermond FOC
ICONIC luXuRY brand Prada opened
at McArthurGlen’s Designer Outlet
Roermond, on Feb. 12. Prada has two
other outlet stores at McArthurGlen
centers, at Serravalle Designer Outlet
near Milan and at Barberino Designer
Outlet near Florence. The Roermond
store is the brand’s first outlet store
in a European Union country other
than Italy.
Prada joins such luxury brands
at Roermond as Armani, Burberry,
Dolce & Gabbana, Escada, Gucci, Hugo
Boss, Loro Piana, Polo Ralph Lauren,
Salvatore Ferragamo and Zegna.
Designer Outlet Roermond, near
Düsseldorf, is in the Netherlands but
many of the center’s 3.5 million annual
shoppers live in Germany.
McArthurGlen plans to open a 7,000m
2 expansion of the 28,000-m 2 center
in 2011. DOR is co-owned by
McArthurGlen and Henderson Global
Investors’ European Outlet Mall Fund.
However, Henderson isn’t involved in
the expansion.
DOR is one of Europe’s top-performing
outlet centers, according to
a ranking compiled by commercial
real estate consultant CBRE and
German-based research organization
Ecostra. The ranking is based
on responses from brands surveyed
about their turnover performance at
60 outlet centers.
New tenants
take space
at Alpenrhein
AlPENRhEIN VIllAGE in Landquart,
Switzerland signed up several new
tenants this winter. Italian jeans brand
Diesel will open in the fourth-largest
retail space at the 226,020-sf center
in April. The 3,350-sf unit is oppo-
Italian luxury brand Prada chose McArthurGlen/Henderson Global Outlet Fund’s
Designer Outlet Roermond for one of its few outlets outside Italy.
site Sarar at the center’s northern
entrance. Other new tenant signings
in February include Victorinox,
Lavazza and Envy Sports.
Alpenrhein Village, which opened
in October 2009, is owned by ING
Real Estate and is managed by GVA
Grimley Outlet Services.
Gap opens at
Junction One
AMERICAN bRAND Gap opened Jan.
20 at Junction One International
Outlet Shopping Centre in Antrim,
N. Ireland. Already trading in more
than 180 full-price and outlet locations
in the U.K., Ireland and France,
the 6,000-sf unit is Gap’s second
outlet store on the island of Ireland.
Other tenants in the 245,000-sf center
include Marks & Spencer, Clarks,
Next, Nike and Adidas, as well as
designer brands Austin Reed, Mexx
and Moss.
Since opening in May 2004,
Junction One has attracted more
than 15 million visitors, drawn by the
scheme’s 3,000 parking spaces, 70
stores and 10 cafes.
Junction One is owned by CUSP,
the Kennedy Group and Dunalastair
(Ireland) Ltd. c
Gap Outlet recently joined Mexx, Tom Tailor, Nike, Adidas and more than 65 other outlet
shops at Junction One International Outlet Shopping Centre in Antrim, N. Ireland.
SPRiNg 2010 INteRNatIONaL OutLet JOuRNaL 19

OUTlET TRaDE gROUPS
ORDA’s big question:
Can we share data?
by brendon O’Reilly,
President, ORDa
Outlet Retailers and
Developers association
Sales density? How far do
consumers travel for a discount?
Cap rate? Service charge? Product
supply? Best brand penetration? Is this a
good outlet site? Is cannibalization really
a problem?
I’ve been
involved in the
outlet industry for
the last 17 years,
and have been a
developer, a tenant
and a consultant
O’Reilly
to more than 50
centers. There are
often many questions, but regardless of
whether you’re a tenant, a developer or
an investor, the issues aren’t that different.
However, as the sector grows, some
questions become harder to answer.
The buzz word or buzz phrase of the
Italian trade
group to submit
IOJ column
ThE FACTORY OuTlETS’ Advisory
Committee of the Italian National
Council of Shopping Centers will
launch its industry-update column
in the Summer 2010 IOJ. The
Italian outlet-industry trade group
was introduced by Filippo Maffioli in
October 2009 at the ICSC European
Factory Outlet Conference in Milan.
The new column will help the
global outlet community keep track
of the Italian FOC industry by providing
information about local market
trends, the committee’s goals
and activities and its links with the
analogous associations and trade
groups around the world.
20 INteRNatIONaL OutLet JOuRNaL SPRiNg 2010
last year has been due diligence. Funding
partners at any level need validated
numbers and facts to be able to provide
financing for inventory, development
and investments.
The lack of information within the
sector is preventing new entrants and
slowing down the growth of future
developments and brands. To truly understand
the wide and diverse nature of
the benefits of an outlet strategy and the
significant profit and investment return
that can be achieved, we need to find
ways to demonstrate it.
There are lots of big questions that
must be addressed, but where can we
find answers?
There is no one-stop shop for outlet
industry information, research or figures.
In the U.S., though, ICSC was able to
conduct an outlet-center sales index for
five years in the 1990s and an outletchain
sales index for several years,
ending in 2006. In January, through the
efforts of the U.S. trade group DOCR,
an Outlet Research Subcommittee was
created. This subcommittee will greatly
benefit the U.S. outlet sector.
Though the surveys on outlet-center
performance conducted by CBRE and
Ecostra are finding more participants
each year, there is still plenty of room
for improvement.
So, why the paucity of information in
Europe?
The answer is simple. In the past developers
didn’t want to show their cards,
and brands didn’t want to talk about
their sales and lease deals. We think
those attitudes may be shifting.
Outlet Retailers and Developers Association
was established by a group of
brands, developers and consultants for
one main purpose: to provide a platform
for sharing information that will help us
all – both new and existing entrants –
make better decisions.
Due diligence has caused developers
and brands to rethink their information
strategy and to look at ways of sharing
more data in return for having access to
facts and figures that can help their business
develop and grow.
The ORDA web site was launched at
the ICSC/IOJ European Outlet Conference
in October in Milan and the hits
have been growing week by week. Later
this year we will launch the first newsletter
for members.
Please take some time to look at
the site – www.orda-outlets.com – and
register for future info, or contact me at
brendon.o’reilly@gvagrimley.co.uk. c
Brendon O’Reilly is the director of GVA
Grimley Outlet Services.
Save This Date!
October 13-14, Milan
2010 ICSC EuropEan
FaCtory outlEt ConFErEnCE
Why brands love Outlets
l Presentations by top brands
l Case Studies
l research

SAMPlE AD
ACTuAl SIZE
120 pixels by 90 pixels

WiTH THiS iN MiND
bring brands alive through
strategic digital marketing
by Deborah Owen-Ellis Clark
AS A STRATEGIC marketer, I
find that keeping up with digital
progress is a challenge, albeit a
stimulating one. Invariably a number of
questions spring to my mind:
How do virtual conversations affect
physical conversations?
How do we effectively
use digital technology?
How do we measure it?
How do we manage it?
Or do we even need
to measure, use and
manage it?
These questions still
remain largely unknown
because of a lack of
robust data.
The world has grown
smaller with the dawn of
the internet, yet it also
seems more disparate when it comes to
technology. For example, while entire
nations are waiting to see the newest mobile
device or e-reader, a village in India
is marking 25 years without electricity
(The national grid was laid, but the village
has no finances to pay for service).
Nevertheless, a lack of electricity is
not hampering progress. The advent of
mobile technology is enabling people
to connect globally and many emerging
economies are leapfrogging various
Owen-Ellis Clark
22 INteRNatIONaL OutLet JOuRNaL WiNTER 2010
stages on the path to technological
enlightenment. There are no landlines
or computers for them – PDAs are the
device of choice because they function
as computers, with mobility and access
to the virtual world.
In marketing there has been a
paradigm shift in how we communicate
with our customers from
“push” to “pull” marketing.
Incredibly, in the
space of a few of years
there has been a shift in
locus of control – now
consumers are in charge.
Customers are choosing
whether or not to engage
with a brand. Via the
internet they freely voice
opinions, giving both endorsements
and critiques.
This viral communication
is speedy and it’s global.
This progress is exciting, daunting and
dynamic. We need to embrace digital
technology. We ignore it at our peril. As
marketers and business development
experts, we have a duty to our retailers, investors
and our customers, to keep abreast
of the latest mode of conversation. Thus,
we must integrate digital and virtual activity
into our marketing strategies.
As always, a balanced approach is
essential. Yes, we need to keep the
traditional media, too. But we can also
enliven our brands by initiating internet
dialogue for special offers and product
endorsements. I know this works. An
initiative for an outlet center in the UK
on Facebook recently generated a 10-fold
response above other similar initiatives.
But that is just anecdotal evidence.
One challenge we face is the ability to
measure the effectiveness of our strategies
and campaigns. I suggest that we
all start by being willing to experiment,
explore, ask questions, record results
and share each other’s findings.
We in the outlet sector are perfectly
poised to become leaders – leaders who
use digital marketing in the most effective
and integrated way. c
Contact Deborah Owen-Ellis Clark at
Deborah@thebeegroup.co.uk .
Deborah Owen-Ellis Clark, M.A.,
M.C.I.M., F.R.S.A., is the director of
Bee Group Strategic Marketing and
Business Development Consultancy.
Her previous experience includes
stints as marketing director for Land
Securities’ Gunwharf Quays and UK
franchise manager for Levi Strauss
UK Ltd.
2010 IOJ Calendar
ICSC european Conference
April 28-29, Clarion Congress
Hotel, Prague, Czech Republic
ICSC ReCon
May 23-25, Las Vegas
VRN Fall Outlet Deal Making
September 27-28, Secaucus,
N.J.
ICSC european Factory Outlet
Conference
October 13-14, Milan