Polimoda
Convention
Florence
Limonaia di Villa Strozzi
16 October 2001
"Outlets in the Fashion Sector: Industry Evolution and Overall
Growth Strategies"
Abstract
Philip Taylor and Renato Ricci (Polimoda)
The corporate division of Polimoda will offer companies training and
re-training projects for the personnel in such areas as strategic
and operational marketing (buying, merchandising, management retail),
design, human resources, customer service and English for the fashion
sector. These activities are well-linked to new, emerging trends in
the fashion sector that are looking for well-trained personnel.
David Philips (Prime Retail)
In the US, the outlet is an every-day reality for the consumer. It's
a village where he or she can "hang out" and get around
in more easily, as for the American the street is only a means of
communication.
Brief history of the outlet:
The "Pioneer" phase (1900-79) in which outlets were groups
of small shops located directly in the factors and distributed only
to a few cities. The 80s (First Generation) saw the birth of the "village
concept" and the 90s (Industry Boom) witnessed the birth of the
"village style" which was higher-quality and more detail-oriented.
In today's "Mature" phase, the outlets are areas in which
you go to make high-quality purchases for modest prices, but also
to meet other people, to have fun and to take advantage of the various
services. Veritable meeting grounds.
Outlets are of fundamental importance to an area as they increase
tourism, enrich the tourist facilities (restaurants, hotels) and offer
new and interesting job placement.
In Europe, albeit later than in the US, the market is developing,
especially in countries like France, Germany, England. More growth
has been forecast. In Italy there are about ten projects being planned.
Though similar to the American market (search for good bargains, place
for entertainment), the main difference is that in Italy it is very
difficult to obtain a permit to build and start up a new business.
Luca Bastagli Ferrari (Fashion District)
Outlet: a new phenomenon in Italy, which gathers inspiration from
American know-how, but applies it to the concept of the Italian
tradition. No more the classic small village, but the street, where
Italians go to meet and dialogue (for example, the Fiorucci shop
that has been a meeting place for Milanese youth for a decade).
Thus is born a clear idea of the outlet, with its own definition
of style, not just as a container, but an upmarket container. The
space is designed by cutting-edge architects to entertain, but especially
to welcome the consumer: a space where you can go shopping, not
to save, but to be there, where design and fashion co-habitate...a
grand marriage of minds between stylists and designers.
Shop owners have always seen outlets with trepidation because they
take away their customers. Actually, the outlet is the alternative
where all of the unsold stock weighing on the shops' budget can
be sold. The right number of outlets in Italy is about 7 or 8, so
as not to divide up or saturate the market.
Not only clothing, but not food either. Design, accessories, technology.
Departments that until now had not had their own selling space.
The Santhià project has a concept that fits well with the
image of the various companies and does not disappoint expectations
of the client from the point of view of entertainment and savings.
Governor Thompson (Winston & Strawn)
After having discussed the importance and growth of the outlet
in the American market, the discussion was concentrated on the tragic
event of 9/11 and its repercussions on the world economy.
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