Andrew Burnstine – Retail Matters

Luxury brands have a love-hate relationship with outlet stores and malls. Some eschew them entirely, such as Louis Vuitton, Hermès and Chanel. Others keep their outlets on the down-low, such as Prada and Gucci.

And some, like Coach and Ralph Lauren, grew overly dependent on the sugar jolt outlets gave them and pulled back because their discount image was giving the brand a bad name.

But since the pandemic as shoppers’ behavior changed, inflation skyrocketed and the supply chain crisis disrupted the flow of goods, luxury brands, including established and emerging ones, are taking a fresh look at outlets and finding they do indeed have a place in the luxury distribution ecosystem.

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