Unveiling the Secrets of Luxury Outlet Village Destinations: Insights from Sylvie Freund-Pickavance of Value Retail

Luxury outlet villages have been gaining popularity in recent years, allowing shoppers to purchase high-end designer goods at discounted prices. These destinations often attract tourists worldwide, and their success is partly due to the careful curation of brands and experiences. Sylvie Freund-Pickavance, the Chief Marketing Officer of Value Retail, the company behind the Bicester Village Shopping Collection, recently spoke about the secrets behind these luxury shopping destinations.

One of the critical factors in the success of luxury outlet villages is the careful selection of brands. According to Freund-Pickavance, the team at Value Retail spends considerable time researching and selecting the right brands to feature in their villages. They focus on finding brands that offer high-quality products and have a strong reputation for luxury and craftsmanship. The team also considers the overall mix of brands in the village, aiming to offer a variety of options for shoppers.

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Another important aspect of luxury outlet villages is the overall experience. Freund-Pickavance notes that the Value Retail team strongly emphasizes creating a welcoming and enjoyable atmosphere for shoppers. This includes everything from the village’s design to the customer service provided by staff. The team also works to create unique experiences for shoppers, such as exclusive events and collaborations with brands.

In addition to the selection of brands and the overall experience, Freund-Pickavance emphasizes the importance of location. Luxury outlet villages are often situated in areas that are easily accessible by both local and international shoppers. Value Retail, for example, has locations across Europe and Asia, with each village situated in a convenient location for both locals and tourists.

Overall, the success of luxury outlet villages is due to a combination of factors, including the careful selection of brands, the overall experience, and the location. As these destinations grow in popularity, it will be interesting to see how they continue to evolve and adapt to the changing retail landscape.