September 2004 Cover Story Features

Cover Story

Crowd Pleasers
VRN’s annual new-store round-up unearths an array of outlet concepts quite unlike any others seen in previous years. Today’s new concepts are focusing on what’s different about shoppers rather than common traits. And these concepts aren’t being shunned as too far-fetched, but are being given a chance to work.

Rockvale’s Eagles
The Philadelphia Eagles’ only outlet store lands to a warm welcome in Lancaster, Pa.

Herrera’s Boutique
Like its namesake, a Carolina Herrera outlet unit proves to be one of a kind.

VF & Partners
New VF concept focuses on merchandise partnerships, non-outlet locations.

A Birdie a Day
Birdieball uses an outlet-retail environment to launch its unique golf-training product.

Noah’s Ark
Looking more like a zoo than an outlet-center tenant, Noah’s Landing finds its own way.

Big Enough’s Test
Big Enough, which usually sells goods using the Tupperware model, tests an outlet store.

Features

Temporary Services
A strong temp-tenant leasing program at an outlet center near San Diego, Calif., builds sales, but is more about keeping the center humming rather than being plagued by empty store space.

Bullish on Chicago
A jointly developed outlet center shows strength long past its grand opening as new tenants continue to open there. The project is shaping up as the outlet industry’s only new entry in 2004.

Mexican Moxie
Developing an outlet center in Mexico is no easy task. But Chelsea Property Group foresees success as it forges ahead in its effort to develop what would be the nation’s first outlet project.

Shop Talk
“Call of the Mall” author Paco Underhill ticks off successes – and some failures – of retail that are bound to be of interest to outlet-center developers and their tenants.

Prime Minister
Prime Retail hires travel author Marybeth Bond to help the company minister to younger, active women.

Call of the ORCAs
A handful of retailers will be honored this month with the first-ever Outlet Retail Chain Awards, to be presented during VRN’s Fall Conference, Sept. 8-11 in Orlando.