高檔百貨轉戰Outlet 折扣店成熱門景點
High-End Retailers Go Down to Earth


Bloomingdale’s Outlet裡一望無際的貨架。

Bloomingdale’s Outlet裡一望無際的貨架。

»»「Bellavita Outlet」或是「新光三越Outlet」這樣的概念,或許會讓台灣人感到匪夷所思;但在經濟遲遲無法復甦,大型商場文化又發達的美國,一眾高級百貨公司早已加入了Outlet戰局,誓言與低迷買氣和平價品牌奮戰到底。

在零售業股票連續三季節節下挫之下,紐約高檔百貨Bloomingdale’s,在2011年一口氣把Outlet的數量從1家擴充到了7家。據Bloomingdale’s的資深副總裁Arnold Orlick表示,Saks Fifth Avenue、Neiman Marcus和Nordstrom都已經在Outlet市場中遙遙領先,也未見損害品牌形象,加強了Bloomingdales進軍的決心。

如知名百貨Saks Fifth Avenue的Outlet「Off Fifth」,在全美就有57家店,居然多過「正牌」的46家;而以良好服務著稱的Nordstrom百貨,也在全美25州都開設了名為「Rack」的Outlet,營業額更以3.3億美金,居全美百貨業之冠;甚至連主打一線設計師品牌的高檔百貨盟主Barneys,也有多達14家的Outlet;而Neiman Marcus除了名為「Last Call」的店面之外,近日更和網路購物龍頭Ebay合作,推出史上第一個網上Outlet平台。

美國近年來興起的度假村式Outlet,主打外國觀光客。

美國近年來興起的度假村式Outlet,主打外國觀光客。

在亞洲國家近十年才興起的Outlet Store的概念,在美國可說是由來已久。1936年,男裝品牌Anderson Little成立了第一家獨立運作的Outlet ,但在當時似乎並未受到太多的注意,只被用來處理有瑕疵的貨品。然而在1970年代,隨著生產自動化所帶來的旺盛產量,與石油危機所導致的經濟低迷,催生了第一批以消化過剩產品為目的的Outlet。此後Outlet就成為美國成長最快的經營模式之一,從1990年到2003年之間,Outlet店家的銷售額成長了2.5倍,達到150億美金之譜,而逛Outlet的消費者,更平均比逛百貨的消費者多花80%,也無怪乎Outlet會成為百貨業者最愛的經營模式。

為了與「正牌」銷售點做出區隔, Outlet大多建在離城區約一個小時遠的近郊,也由於地價便宜,佔地大多相當驚人,如Bloomingdale’s就要求自己的Outlet室內面積必須達到2,500坪以上;而近年因應中國觀光客的熱潮,Outlet更常以度假村的模式經營,儼然成為最熱門的旅遊景點之一。

但在Outlet如雨後春筍般興起的同時,貨品的素質也開始參差不齊。店家數量相對較少的Bloomingdale’s目前仍宣稱, Outlet商品中,設計品牌的比例與本店完全相同;但在Saks Fifth Avenue的Outlet中,就開始有消費者抱怨「裡面都是自家商品」或是「裡面都只有副牌」的狀況出現。

而據美國名校Kellogg商學院的Outlet專家Anne Coughlan說,甚至開始有不少百貨業者,專門為Outlet生產品質較低的商品來製造貨源充足的假像;有研究甚至指出,現在全美Outlet中屬於這類的商品可能高達82%。她更強烈建議消費者在購買之前,檢查洗標上是否有代表「Factory Outlet」的「F」字樣,以免買到特製的劣質品,畢竟一分錢一分貨,真要買得安心,還是唯有正價商店才有保障。««

尋找高價百貨Outlet

Barneys Outlet
http://www.barneys.com/Outlet-Stores/STORES_OUTLETS,default,pg.html

Bloomingdale’s Outlet
https://ebm.cheetahmail.com/r/regf2?a=0&aid=2084672712&n=1

Neiman Marcus “Last Call”
http://www.lastcall.com/store/info/storeIndex.jhtml?itemId=cat000005&parentId=cat000005&masterId=&menuPath=cat000000_cat000005&navid=topNavInStore

Ebay合作Outlet
http://www.ebay.com/sch/i.html?_nkw=neiman+marcus

Nordstrom “Rack”
http://shop.nordstrom.com/c/locations-rack

Saks Fifth Avenue “Off Fifth”
http://www.off5th.com/CN/Channelnet.cnsp?cn1=sitebuilder&act1=view&crt1=sitekey=3%26pagekey=20436&cn2=Locate&act2=ListLocations

»»As the US economy show no signs of a full recovery, high-end retailers seek refuge in the discount market, focusing their growth strategy on outlet stores in the outskirts of major cities.

Bloomingdale’s, the New York retailer which only had 1 outlet store before 2011, expanded the number to 7 in the past year. “You have Saks, Neiman Marcus and Nordstrom extending their brands without hurting their brands, the timing was right for Bloomingdale’s to extend the brand.” said Bloomingdale’s Senior Vice President Arnold Orlick.

While Saks Fifth Avenue and Nordstrom now have 57 and 25 outlets respectively, even the prestige retailer Barney’s has extended its outlet chain to 14 across the nation. In addition to traditional retailing, Neiman Marcus also teamed up with leading online shipping platform Ebay to create the world’s first “upscale online outlet.”

While the first freestanding outlet premise could be dated back to 1936, it was not until the 1970 that the concept of modern outlet took off. Ever since then, outlets have become one of the fastest growing business sectors in the US, recording a 250% growth between 1990 and 2003, hitting sales figures of US$15bn.

While the outlet shopper on average spends 80% more than the regular shopper, one really doubts if they really found a bargain. According to Kellogg School of Management professor Anna Coughlan, with the tremendous growth of the outlet sector, there really isn’t enough excess stock to meet the growing demands. A number of retailers, probably as many as 82% as found by a study, started to manufacture sub-standard stocks for their outlet premises, Anna Coughlan has warned the consumer to look for the mark “F” for “factory” to avoid purchasing such a product.««

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