How Outlet Malls Fool Shoppers (2024)

Alternet is running an excerpt from Ellen Rupel Shell’s fascinating new book, Cheap: the High Cost of Discount Culture. The piece handily illustrates Shell’s argument that outlet malls are for suckers.

A few choice points, summarized for your convenience:

  • Manufacturers’ suggested retail prices are a joke, often wholly fabricated to give consumers the impression that they are getting bargains.
  • Outlet malls are based in the middle of nowhere not only because the real estate is cheaper but as part of their marketing strategy. When consumers have to drive an hour or two to shop, shopping becomes a day-long venture, a veritable investment. Those who make the trek will thus feel compelled to spend more to make up for their “sunk costs” in time, energy, and gas.
  • Instead of following the old-school mall approach of trying to make consumers comfortable in order to keep them inside, outlet malls do the opposite: they go for discomfort and turnover. Shell writes that, “On average, shoppers spend nearly 80 percent more money at a bare bones outlet mall than they would at a fully loaded regional mall.”
  • Many stores-Coach, the Gap, Brooks Brothers, Ann Taylor, Donna Karan—produce lower-quality merchandise specifically for their outlets.

    How Outlet Malls Have Convinced Shoppers into Thinking They’re Getting a Sweet Deal [Cheap: the High Cost of Discount Culture]

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How Outlet Malls Fool Shoppers (2024)

FAQs

How Outlet Malls Fool Shoppers? ›

And in 2017, when outlet shopping was dominating, Forbes also highlighted “that outlet malls fail to offer real deals since much of the product is specifically made for the locations.” In essence, luxury brands are knocking off themselves, then selling those knockoffs to you — whether you realize it or not.

Why do people shop at outlet malls? ›

Some people seek out outlet stores and malls when they're looking to save a little money when they shop, others may just enjoy the experience. If you haven't shopped at one yet, it's a store that sells their goods at a lower price than at other locations of the same brand. These are generally single-brand stores.

Why are outlet stores so much cheaper? ›

While outlet stores used to sell overstock or past-season items at discount prices, today's outlets instead mostly sell products made or bought specifically for the outlet—with the designers and vendors creating familiar-looking items at a lower cost and quality.

Is it worth going to outlets? ›

It's money-wasting." Aside from the possibility you could end up buying things you don't need, Ramsey also cautions that in some cases, brands manufacture cheaper goods specifically for the outlets, so you may not be getting the same quality of product you'd get if you paid full price at a traditional store.

Why do luxury brands have outlet stores? ›

For luxury brands, operating outlet stores allows them to generate revenue from excess inventory that would otherwise go unsold. Brands sell these items at discounted prices, they can recoup some of their production costs and avoid potential losses.

Is Michael Kors outlet the same as Michael Kors? ›

And then there's Michael Michael Kors which is their retail line. I'm not sure how long the outlet has been around but it's suppossably their more affordable line with lower quality materials. Some say that the outlet is unsold retail but I think only some of them are.

Is Ralph Lauren outlet the same quality? ›

The quality of clothing sold at Ralph Lauren outlet stores may differ from those sold in regular stores like Macy's, Lord and Taylor, etc. The items sold in the outlet stores may be of the same quality, but may lack the details, or may not be the exact same pieces as those sold in more traditional stores.

Are outlet clothes the same quality? ›

Say hello to a dirty little industry secret: made-for-outlet products. As the Federal Trade Commission (FTC) reports on its Consumer Information blog: “Many stores sell products at their outlets made exclusively for those outlets. These items may be of lower quality than what's sold in the regular stores.

What's the difference between a factory store and an outlet? ›

The phrases “factory store” and “outlet” are used synonymously, but are different. A factory store will typically sell a single brand of merchandise and is owned by the manufacturer of that brand. An outlet is often run by a retailer. The retailer may sell more than one brand.

Is Tangerclub worth it? ›

Pricey, but if you join the Tanger club you can buy tickets for $8 each! It's worth it to join. You pay $10 once, not once a year, once. You then get a free coupon book every time you go there plus any special offers they may have going on.

How often do outlets go bad? ›

Most outlets last for 15 to 25 years, but some can fail in as little as a few years after installation. Signs of failure include: Frequent tripping of outlets. Damage, discoloration or cracks on the outlet.

What are the advantages of outlets? ›

One of the biggest advantages of shopping at an outlet store is the opportunity to purchase high-quality products at a lower price point. Outlets offer a great way to save money while still getting the products you love.

What days are best to go to the outlets? ›

Visit on a holiday weekend

Like many other retailers, outlet stores tend to increase their discounts during long holiday weekends such as the Fourth of July, Labor Day and Presidents Day.

What do luxury brands do with unsold items? ›

One of the key ways in which luxury brands deal with unsold inventory is through outlet stores and off-price retail channels, where they sell excess stock at discounted prices. These outlets are often located away from flagship stores to minimize visibility and prevent dilution of brand value.

Why are outlet stores in the middle of nowhere? ›

In effect, the travel distance between the retail stores and outlets serves as a buffer to separate the two different types of consumers and maximize profit overall.

Why don't luxury brands go on sale? ›

Kapferer defines luxury as a business model distinct from the fashion or premium model. Critical to the luxury business model's success is keeping supply far less than demand, maintaining highly selective distribution, and never selling at a discount. Those rules don't apply under the fashion business model.

What is the purpose of retail outlets? ›

By contrast, a retailer or retail store is the location where goods and services are made available and sold to the public. Retailers play an important role socially because they not only supply consumers with the items they want or need, but they are a source of social interaction for specialized types of goods.

What's the difference between outlets and malls? ›

Malls are generally large buildings starting at 400,000 square feet, and there is virtually no limit to how far they can go. Sometimes, the goods don't have to be of a particular brand. If the goods are being sold at a reduced price and the location of the group of stores is outside the city, it is Outlet Mall.

Why do people shop at the mall? ›

They are a one-stop-shop for everything you need. From clothes to groceries, electronics to books, you can find everything under one roof. Moreover, malls have ample parking space, which makes it easy for people to drive down and park their cars.

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