Factory outlets in the recession
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1 Factory outlets in the recession Handelskolloquium Vienna 5 th March 2009 Iestyn Roberts Chief Executive Freeport Freeport Leisure s.r.o. Chvalovice 169 Hatě Znojmo Czech Republic Tel.: Fax: info@freeport.cz info@freeport.at
2 Factory outlets in the recession Friend to retail brands or the enemy? Background what is an outlet? Being the brand s friend Do outlets undermine brands? Conclusions and the future for outlets
3 What is an outlet? Freeport International, Czech Republic
4 What is an outlet? A collection of manufacturers owned, operated, or licensed stores selling overstocks, excess goods and overruns direct to the public It is a service to brands not consumers. Size and number of outlets is driven by the level of stock held by brands in a country or region Freeport Alcochete, Portugal
5 Growth in outlets Now 117 outlet centers in 22 countries of Europe and UK; total of 2.5 million sqm In Eastern Europe: Poland: 6 outlet centres open (pop of 38.5 mil) Czech Republic: 2 outlet centres open (pop of 10 mil) Hungary: 2 outlet centres open (pop of 9.9 mil) Romania: 1 village concept outlet center opening; 1 mall concept (pop of 22 mil) In Austria MAG Parndorf is one of the most successful centres in Europe, GLA 25,500m2 Leoville has suspended operations Salzburg is currently leasing Freeport International at Kleinhaugsdorf (in Czech Republic) has a very large Austrian catchment
6 Friend to the brands
7 Friend to the brands In a recession, the brands need to turn stock into cash fast: Outlets can provide extra space Flexible cost structure and simple store layouts allow rapid increase in sales through existing stores Knowledgeable customers ready to seek out bargains None of the brand risks of sales to grey market
8 Friend to the brands Outlets are far less exposed to the recession and can help compensate for poor full price sales 2008 Sales vs % 30% 25% 20% 15% 10% July-Dec 2008 vs Excalibur +113% - Czech 9% Excalibur sales Czech non food retail 5% 0% -5% July Aug Sept Oct Nov Dec -10%
9 Friend to the brands Other major benefits of outlets: Low entry barriers mean that brands can access their benefits on a flexible basis Shorter lease terms than full price centres Turnover related rents lower risks Lower fitout and setup costs Much lower operating costs in locations like Excalibur Ability to shift surplus stock enables brands to buy manufacturing capacity with confidence to get better cost terms Controlled environment protects brand equity
10 Brand enemy! Outlets encourage shoppers to trade down? Daily Telegraph 25/02/09
11 Brand enemy! Outlets encourage shoppers to trade down? Model Lisa B...I tend to buy my every day staples from Zara, H&M... Then I wait for the sales..to buy designer pieces... Married to property tycoon Anton Bilton. Brands need to win the next generation of customers they need to compete with disposable fashion and win customers who appreciate the brand values Outlets expose customers to new brands and encourage trial
12 Brand enemy! Outlets undermine brand equity?
13 Brand enemy! Outlets undermine brand equity? No they do not: Store fitout determined by brand High quality mall environment Customer understands the outlet proposition Enables brands to devote premium stores to full price stock
14 Significant benefits to brands Turning stock into cash Enables more sophisticated supply chain management Flexibility to manage real estate portfolio Encourages trial by new customers Disposal of overstock without damage to brand equity Much lower operating costs, eg typically 70% lower in Excalibur than Austria enables low margin sales to be profitable
15 Fewer projects? Source: ICSC 2007
16 Signs of over capacity?
17 Major opportunities Village de Marques Roppenheim, Freeport
18 Improving customer experience Malls are being refurbished and upgraded Successful malls are using the recession to strengthen their brand offer
19 Communicating our proposition!
20 Conclusions Significant benefits to brands Financial Brand Tougher economic environment will drive higher levels of professionalism in outlet management Even closer cooperation with brands Strong focus on improving customer experience and communication
21 THANK YOU! Iestyn Roberts Chief Executive Freeport
22 Factory outlets in the recession Handelskolloquium Vienna 5 th March 2009 Iestyn Roberts Chief Executive Freeport Freeport Leisure s.r.o. Chvalovice 169 Hatě Znojmo Czech Republic Tel.: Fax: info@freeport.cz info@freeport.at
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