“Fashion with a democratic face” - does this really exist? We are used to thinking as follows: you can look fashionable and stylish by pouring solid capital into your appearance. It is important to keep track of all the leading trends in the fashion world, attend shows, keep abreast of all trends, and at the same time have a range of knowledge about the compatibility of toilet parts. Designer clothes are usually expensive. Toilets from the latest collections of famous couturiers can only afford the powers that be: actors, show business stars, multimillionaires of all stripes, famous athletes. But what about an ordinary person whose incomes are average, but the desire to be fashionable is simply huge?
Especially for such a contingent of people, which makes up the bulk of the population of large and small cities, the Americans came up with the concept of “outlet”. What is it and what is it for? To understand these issues will help a little historical background.
The history of outlet stores
The first outlet stores appeared in the United States several decades ago. The idea of ​​creating such establishments is dictated by the need to sell clothes that remain on the shelves of boutiques or in the warehouses of sewing factories. The concept of “stocks (or balances)” is indicated in English by the term “stock”, therefore, in essence, an outlet is a stock. These two definitions are unique and synonymous.
The presence of seasonal sales significantly helps to empty warehouses in stores, but not completely. Then a brilliant idea arose of opening such centers where clothes from past collections of famous brands would be sold at a very affordable price. Although the first outlet stores arose in the United States, they were most widely used in Europe. In Russia, such a movement is still in its infancy. Most Russians are unaware of the concept of “outlet”. What is it, they are hard to imagine.
What is an outlet?
While the Russians are only getting acquainted with the stock, Europeans have been happy to visit the outlet for two decades. This is what is called quality at a reasonable price. Now Europeans consider visiting such establishments even fashionable, and residents of other states specially fly here to carry out grandiose shopping.
The very idea of ​​buying a thing of a famous manufacturer at a ridiculous price is very attractive for a person who follows fashion trends. And if you think globally, then in the era of the global crisis, outlet is a good help for maintaining the
family budget.Some people who do not have the right information try to bypass such stores. They believe that the outlet is a second-hand. Do not confuse these two concepts, which are fundamentally different from each other. Second hand is a term for things that have already been in circulation, that is, worn by their previous owner for a certain period of time. The degree of deterioration of a thing is a criterion for evaluating the class of this type of clothing. Second-hand is also divided into categories, the highest of which is "luxury". Yes, along with the flow of such clothes, some of the stock, which can be distinguished by the presence of labels and price tags, also falls. But their share is very small. If you really want to buy stock items, then you should visit outlet stores. Although there are also many second hand supporters, and this is explained by the fact that there you can buy clothes of excellent European quality in good condition for a cheap price.
As mentioned earlier, outlet stores are the most widely represented in Europe. The desire of the masses to buy luxury goods at a reduced price caused huge demand and led to the creation of entire complexes that provide such an opportunity. A modern outlet is a shopping center, which is a large building, divided into segments. The content of such stores is inexpensive, which allows you to establish a democratic pricing policy. Often under one roof boutiques of various brands, united by the theme of the outlet, coexist peacefully.
In such a shopping center, you can spend the whole day following from one object to another in search of fashionable treasures. Therefore, here, as a rule, there are cafes and food centers where customers can eat and gain strength to continue shopping.
At the place of organization, such institutions are divided into two areas:
- Factory outlet (factory outlet) - sale with a large markdown of unrealized stocks of things, which is carried out directly at the sewing plants and factories.
- Outlet - mall (outlet mall) - sales of product deposits that are arranged in boutiques or branded stores.
Outlet: Truth and Myths
Very often, such establishments are located outside the city and attract tremendous discounts. Is it really?
Indeed, an outlet is a store located on the outskirts or outside cities. This is easily explained by the fact that the rent in such an area is minimal and allows you to keep the price low. Psychologists are also inclined to believe that there is another intention in such an organization.
Having spent a large amount of time on the road, it will be difficult for a person to resist buying. For example, a thing that you would not pay any attention to in a boutique near the house in this place acquires a different status. Pasted with a sticker at a great discount, it will certainly attract great interest.
As for discounts, this is the main weapon of outlets. Actually, this is the main idea of ​​organizing such stores, and it is precisely after them that customers go. Tempting offers - from 30% to an incredible 80% - are able to turn the head of the most persistent and sober-minded people. British psychologists, based on relevant studies, argue: consumer interest is primarily the size of the discount, and then the price. Having bought an expensive thing, we console ourselves with the fact that the markdown on it was huge. In this case, the fact of great economy has an important moment for the human mind, although considerable expenses were made along with it. Therefore, psychologists have their own answer to the question: “Outlet - what is it?” They argue that this is a clever invention of marketing, which acts on an important human need: to buy a lot and pay a little.
Another point that worries a lot of citizens. Are the discounts real or are they made from a deliberately high initial price? As a rule, everything is fair in European stocks. Yes, and this can be verified. Many people who follow fashion are well aware of the initial cost of things from glossy magazines and online stores. Therefore, it is not so easy to fool well-informed mods. In addition, outlets value their honest name. The legislation strictly regulates the activities of such a trading company as an outlet. What this means for the population is not hard to guess. A certain regulation has been approved in the European Union, which states: the discount in such a store should be between 30-35%, so prices here are regulated at the state level.
What is sold in outlet stores?
What items are sold in outlets? Is it really possible to buy a treasure of high fashion at a bargain price here? Specialists involved in market analysis argue that the vast majority of things, namely 80% sold in outlets, are sewn specifically for these stores. What do they represent? Often these are the same models of famous designers, but more simple execution. They have some share of savings: on the quality of the material, on the finish, on the decorative details. The production of such versions costs the manufacturer 20-40% cheaper, and they, bypassing brand and traditional retail boutiques, are sent directly to the outlet. What does it give? This significantly reduces their cost and makes production cost-effective. And only 20% of the stock stores assortment is made up of designer items from past and the year before last collections that did not wait for their customers at the previous point of sale.
But do not lose your head from what you saw on the brand label and thoughtlessly buy the first thing that comes across. It is worth paying close attention to details. An expensive and high-quality sewn thing speaks the language of little things and nuances. The number of stitches with buttons, the quality of the seams, the level of finishing elements and accessories, the accuracy of trimming the fabric - all this can distinguish a solid thing from low-quality. The basic material from which the thing is made will also say a lot about it. You must admit that the Prada shoes, made of inexpensive leatherette, can cause a lot of doubts about their authenticity and quality.
There are certain recommendations from those people who know firsthand everything about the concept of “outlet”: what it is, how to make purchases, which should not be forgotten. These tips will help you save time, money and not be disappointed in shopping on arrival home.
Days in stock
Usually a large receipt of goods in outlets is made weekly on Fridays. Knowledgeable people tend to get into drains at the end of the work week or on Saturday morning. Thus, the chances of finding a worthwhile thing increase. Once in the outlet on Thursday, you are likely to come across a meager choice.
Time for shopping
People who know what an outlet store is are advised to set aside for shopping all day, if possible, of course. A large amount of time is spent getting acquainted with the assortment of stores, the number of which under one roof can reach twenty. Consider also the time for fitting, standing in queues, issuing a dachshund check and many other unforeseen circumstances. A careful selection of things will protect you from the fact that purchases will just hang in the wardrobe or inevitably become a gift to someone from relatives or acquaintances.
Time to think
If you really liked any thing, then it is better to buy it right now. Keep in mind that the high level of attendance at outlet stores and limited size can leave you without time to think about your purchase for a long time. When you return even after an hour, you may find that the things you like are no longer on the shelf. In addition, sellers in stores often like to update the range on the windows.
Therefore, connoisseurs of stocks express themselves as follows: an outlet is what is called a store for purchase on the basis of the “here and now” principle, so as not to regret the missed opportunity later.
Why do you need tax free?
Tax-free is a well-functioning system of returning to the buyer part of the VAT tax that is valid in Europe. The indicator of this value can be from 7% to 20% of the resulting purchase amount. This criterion also depends on the value of VAT adopted in a particular European country. Tax-free starts to accrue when you buy over a certain amount. This threshold indicator also varies by region. For example, in Germany the threshold is 50 euros, but in Italy the same criterion is 155 euros. Very often, at the checkout counter of the store, the fact is revealed that literally 10 euros is not enough to the right amount. Then the buyer headlong runs back to the store to take some thing and get the desired price indicator. Most often, this manipulation is economically justified.
Weight matters
When making purchases in this shopaholic paradise, you should not forget that air carriers limit the weight of hand luggage. Typically, the critical severity indicator for baggage is 20 kg. For an advantage, you will have to pay an amount regulated by the charter of the company. Therefore, when buying a thirtieth blouse, remember that it may not reach your homeland with you. Each thing has its own weight, and you should buy only what you really need.
What is the maximum discount period?
Professional outlet purchasers claim that there are two main periods of the year when discounts reach their upper limit.
The first season begins at the end of June, when the price, which has been deliberately halved, drops another 30%. After the New Year holidays, in early January, the second stage of grand discounts begins. Those who know about these nuances are planning a big shopping for these periods. Do not forget about the shopping hysteria that accompanies many at these moments. There is a risk, succumbing to the general mood of mass purchase, to spend money on unnecessary things in principle. Keep a sober mind.
How to find outlet centers?
Every major European city has at least one major stock center. Therefore, any European can easily answer the question of how to get to the shops. Addresses of their location and even working hours can be easily found in any search engine.
In Russia, the outlet is only gaining momentum. Large stock centers can be found in Moscow and the Moscow Region, in St. Petersburg and in Yekaterinburg.