Shopping Experience Factory Outlet Center
There are 158 Outlet Centers in Europe, of which less than ten in Germany. Restrictive planning requirements as well as fear of new competition for the local retailers and destruction of established structures make life difficult to the operators in Germany. But now Germany is one of the most sought-after locations for outlet stores in Europe, as the ecostra Consulting Services has found in industry surveys. In Germany, the number could more than double according to Managing Director Dr. Will to 20 and 25 factory outlet centers; five of which will soon be in North Rhine Westphalia alone. Currently, from 100 € fashion purchases € 1.20 is spent in outlet centers – there is still room for improvement, especially in view of growing tourist numbers: estimated 12 billion are expected to come to Germany by 2020.
These and other insights into the world of FOCs – they include designer outlet centers, outlet stores and internet outlets – we got on the 3rd German Factory Outlets Congress in November in Baden-Baden, where kplus konzept with a view to the growing market and increased creative tasks in this promising industry participated as a partner for the first time, meeting the Crème de la Crème of the operators.
The industry is on the move, and in the expert lectures it became clear that for the operators the “shopping experience factor” is becoming increasingly important for a successful “Day-out experience” of the outlet visitors. This also fits the rediscovery of the public space of the city for retail trade, the revival of the city center, already manifest trend for shopping centers (such as the Bikini Concept Mall in Berlin or the “Höfe am Brühl” in Leipzig (LINK!) or furniture store chains (Ikea in Hamburg Altona), becoming a trend for FOCs, too, quite explicitly the small town of Bad Münstereifel. Where the pop singer Heino once was the biggest attraction, it is now the new Outlet Center. 40 stores spread across the medieval town and housed in listed buildings should provide a touristic stimulation of the city center, according to the unprecedented concept of the operator ROS GmbH. The opening was certainly a success, Heino rocked at the Klosterplatz and two fashion celebrities made for record visitor numbers and turnover.