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Outlet store

An outlet store is a retail establishment operated by manufacturers or brands to sell merchandise directly to consumers, typically at discounted prices to dispose of excess inventory, discontinued lines, factory seconds, or products specifically designed for the outlet market.^[1] These stores emerged in the 1930s near factories in rural areas, initially offering irregular or surplus clothing to workers and local customers as a way to clear unpopular items without undermining full-price sales channels.^[1] Over time, outlet retailing evolved from standalone factory outlets to organized multi-store centers, with the first such facility opening in 1974 in Reading, Pennsylvania, by Vanity Fair.^[2] By the 1980s, enclosed outlet malls proliferated, often located remotely to segment price-sensitive shoppers from premium retail environments, and the number of U.S. outlet centers grew from 113 in 1988 to over 260 by 2003, generating $15 billion in annual sales.^[2] Today, the industry encompasses both physical and online formats, with more than 350 outlet centers operating across the U.S. as of 2025, and major brands like Nike and Gap operating dedicated outlets that blend current-season items with markdowns, contributing to a U.S. market revenue of approximately $65.6 billion in 2025 despite a recent decline driven by e-commerce competition.^[3] Outlet stores play a key role in inventory management for retailers, allowing them to maintain brand exclusivity in flagship locations while expanding reach to value-oriented consumers who travel significant distances—often 30 to 80 miles—for bargains averaging around 38% off retail prices.^[4] The sector has adapted to modern trends by incorporating higher-quality, brand-specific merchandise and experiential elements like dining and entertainment in outlet villages, positioning it for growth amid shifting consumer preferences for sustainable and accessible shopping in 2025.^[5]

Definition and Characteristics

Core Definition

An outlet store is a retail establishment operated by manufacturers or retailers that sells brand-name goods directly to consumers at discounted prices, typically 25% to 65% off regular retail levels, with an average savings of about 38% as of 2018. These stores primarily focus on clearing excess inventory, past-season merchandise, factory seconds—items with minor manufacturing imperfections that do not meet standard quality controls but are still functional—or products made exclusively for the outlet channel, which may differ in quality or design from full-price lines.^[4]^[6]^[7]^[8] The International Council of Shopping Centers (ICSC) defines factory outlet stores as specialized venues featuring manufacturers' and retailers' outlets that sell brand-name products at a discount, distinguishing them as off-price branded retail operations.^[9] Unlike general discount stores, which offer a broad range of merchandise—often generic or unbranded items sourced opportunistically from various suppliers at low costs—outlet stores emphasize products from specific manufacturers, maintaining brand integrity while providing value through direct sales channels.^[10]

Distinctive Features

While traditionally distinguished by their physical design prioritizing cost efficiency and a no-frills shopping atmosphere to align with value-oriented positioning, contemporary outlet stores often adopt warehouse-style layouts featuring exposed ceilings, concrete floors, and basic shelving or racks that allow for high-density product displays with minimal maneuvering space. Such minimalistic fixtures and open, industrial aesthetics reduce construction and maintenance overheads, enabling deeper discounts without compromising the brand's visibility. For instance, older warehouse conversions remain common, providing ample space for bulk inventory while forgoing upscale elements like ornate lighting or custom millwork found in traditional retail environments; however, modern outlets increasingly incorporate experiential elements such as improved lighting, interactive displays, and integration with dining or entertainment to enhance the shopping experience.^[11]^[12]^[13] A key structural attribute is the emphasis on direct-to-consumer sales operated by manufacturers or their licensees, which bypasses traditional retail intermediaries to control distribution and pricing. These outlets are strategically sited in suburban or remote locations, away from urban full-price stores, to segment the market geographically and prevent sales cannibalization among premium channels. This placement not only lowers real estate costs but also attracts price-sensitive shoppers willing to travel for bargains, fostering a destination-shopping experience distinct from convenient, everyday retail.^[14]^[15] Experientially, outlet stores incorporate features tailored to bargain hunters, including seasonal sales events that amplify discounts during holidays or end-of-season clearances, creating urgency and excitement. Loyalty programs, such as the Simon+ VIP Shopper Club at Premium Outlets, offer members exclusive coupons, early access to promotions, and cash-back rewards to encourage repeat visits. Additionally, many outlets integrate e-commerce elements for hybrid shopping, allowing customers to browse online inventories, reserve items for in-store pickup, or access digital deals that enhance the physical visit without replacing it.^[16]^[17]

Historical Development

Origins and Early Practices

The concept of outlet stores emerged in the eastern United States during the 1930s, as manufacturers in the textile and apparel sectors began selling overstock and irregular goods directly to consumers to manage excess inventory. These early factory outlets were typically located near production facilities and offered discounted items such as surplus textiles and clothing that could not be sold through traditional retail channels due to minor defects or overproduction. A notable example was in the Reading area of Pennsylvania, where local mills, including hosiery and knitwear producers, established direct sales operations in the 1930s to liquidate goods amid economic pressures.^[18]^[19] The Great Depression significantly influenced this business model, as the economic downturn following the 1929 stock market crash resulted in widespread surplus production from the preceding decade's industrial expansion. With consumer demand plummeting and unemployment soaring, manufacturers faced mounting stockpiles of unsold apparel and fabrics, prompting the adoption of direct-to-consumer sales to bypass wholesalers and retailers, thereby reducing costs and recovering some capital without further devaluing full-price markets. This approach allowed factories to maintain cash flow during a period when traditional distribution networks were strained by the crisis.^[1] An early milestone was the opening of the first off-site outlet store by the men's clothing brand Anderson-Little in 1936, independent of its factories, marking a shift toward more structured direct sales.^[2] By separating discounted sales from upscale department store placements, manufacturers avoided cannibalizing their core pricing structure and preserved perceived exclusivity for high-end products. This foundational model laid the groundwork for outlet practices, which saw initial growth into the post-World War II era as economic recovery boosted consumer interest in affordable apparel.

Expansion and Modernization

Following World War II, the expansion of outlet stores in the United States accelerated during the 1950s and 1960s, driven by suburbanization and the rise of automobile-dependent lifestyles that shifted retail away from urban centers. As millions of families relocated to suburbs, demand grew for accessible shopping options beyond traditional department stores, leading to the development of strip malls and early multi-vendor centers that laid the groundwork for outlet formats. Outlet stores, initially focused on excess inventory, began transitioning from isolated factory-adjacent locations to more clustered setups, though significant multi-store outlet centers emerged only in the 1970s; for instance, the Vanity Fair outlet center in Reading, Pennsylvania, opened in 1974 as the first dedicated multi-brand facility, capitalizing on suburban accessibility to attract bargain-seeking consumers.^[2]^[20] The 1980s and 1990s marked a period of rapid globalization for outlet retail, fueled by economic deregulation in various markets and the increasing availability of international supply chains, which enabled brands to offload surplus goods more efficiently across borders. In the United States, chain outlet operations proliferated, with developers like Tanger Outlets pioneering the model starting in 1981.^[21] While in Europe, the concept took root amid liberalized trade policies; Bicester Village in the UK, for example, opened in 1995 as one of the earliest luxury designer outlet destinations, drawing tourists with discounted high-end merchandise. Expansion extended to Asia during this era, where Japanese retailers adapted outlet formats to local markets, establishing early centers like the Mitsui Outlet Park series starting in the late 1990s to cater to growing middle-class consumers amid regional economic booms.^[2]^[22]^[23] Post-2000, outlet stores underwent further modernization through digital integration and sustainability efforts, adapting to e-commerce and environmental pressures. Online platforms emerged as virtual outlets, with Overstock.com, launched in 1999, expanding significantly in the early 2000s to sell excess inventory from retailers at deep discounts, effectively creating an e-outlet ecosystem that complemented physical stores. Simultaneously, sustainability became a key focus, with outlet operators implementing recycling programs for unsold goods to reduce waste; for example, Premium Outlets centers introduced initiatives in the 2010s for clothing recycling and renewable energy use, while brands like Zara route unsold items through outlets before recycling fabrics into new products, aligning with broader circular economy goals.^[24]^[25]^[26]

Operational Differences from Traditional Retail

Inventory Sourcing and Quality

Outlet stores primarily acquire inventory through direct partnerships with manufacturers, drawing from overproduction, discontinued product lines, and closeout items that would otherwise remain unsold in traditional retail channels. Overproduction occurs when brands manufacture more goods than anticipated demand, leading to surplus stock that is redirected to outlets to recoup costs without undermining full-price sales. Discontinued lines consist of end-of-season or phased-out designs, while closeouts include final runs of products no longer in the brand's active catalog. For instance, apparel brands like GUESS? utilize factory outlet stores specifically to liquidate this excess inventory, protecting the integrity of their primary retail pricing.^[27] A key aspect of outlet inventory is the inclusion of factory seconds, which are products with minor manufacturing imperfections such as slight stitching irregularities, color inconsistencies, or packaging flaws that do not compromise functionality or safety. These items fail to meet the stringent aesthetic standards for mainline retail but represent a significant portion of outlet stock, allowing manufacturers to minimize waste. Brands often establish dedicated production lines or allocations for outlets, as seen with Polo Ralph Lauren, which creates items tailored for factory outlet distribution to balance supply across channels.^[28] Quality in outlet products varies by category but generally falls into informal tiers based on condition. Grade A merchandise matches the standards of full-price retail, typically comprising overstock or identical overproduced items. Grade B encompasses factory seconds with cosmetic blemishes, while closeouts prioritize clearance over perfection, focusing on functional goods from prior collections. To optimize operations, outlet retailers implement supply chain strategies like just-in-time delivery, where manufacturers ship inventory directly to stores or distribution centers in response to real-time demand, reducing holding costs and turnover time. These partnerships enable brands to channel surplus output to outlets, fostering a symbiotic relationship that clears excess while providing value-driven options to consumers.^[29]

Pricing and Marketing Strategies

Outlet stores utilize dynamic pricing models designed to drive high-volume sales of excess inventory, typically offering initial discounts ranging from 25% to 65% off the manufacturer's suggested retail price (MSRP), with an average savings of 38% reported by industry analysts.^[4] These base discounts often start at 30% to 70% for overstock or prior-season items, enabling rapid turnover while preserving margins on full-price channels.^[30] To accelerate clearance of seasonal stock, outlets apply additional markdowns through tiered discount structures—such as escalating savings based on purchase volume—or time-limited flash sales, which create urgency and boost short-term traffic.^[31] For instance, major operators like Simon Premium Outlets extend such promotions during annual events like National Outlet Shopping Day, providing layered discounts over multiple days to maximize participation.^[32] Marketing efforts in outlet stores center on reinforcing perceptions of exceptional value, employing bold in-store signage like "Factory Direct Savings" to underscore cost efficiencies from direct manufacturer distribution.^[33] This messaging positions outlets as accessible sources of premium brands at reduced prices, appealing to budget-conscious shoppers seeking tangible deals. Digital strategies further amplify this value narrative by targeting deal-seekers through personalized channels; outlets leverage mobile apps and email subscription lists to deliver exclusive alerts on promotions, such as Simon Premium Outlets' Simon+ program, which provides digital coupon books, cash-back rewards, and early sale access to registered users.^[16] These tactics foster repeat visits by cultivating a sense of insider access to limited-time bargains, enhancing overall sales velocity without diluting core brand appeal.^[34] To safeguard brand exclusivity amid deep discounting, outlet operators enforce limited quantities per item, restricting availability to deter bulk reselling and preserve scarcity for full-price markets.^[35] Geographic restrictions play a key role, with outlets strategically placed farther from urban retail hubs—often 20 miles or more from primary stores—to segment travel-willing, price-sensitive consumers and minimize overlap with loyal full-price buyers.^[35] This self-selection mechanism, combined with pricing around 50-60% below regular channels (e.g., $125 versus $300 for comparable apparel), prevents cannibalization while allowing brands to offload older inventory effectively.^[35]

Outlet Centers and Malls

Structure and Layout

Outlet centers typically feature open-air formats that prioritize pedestrian-friendly designs, such as wide promenades and landscaped pathways connecting clusters of stores, fostering an inviting atmosphere for shoppers.^[36] These layouts often include anchor stores from major brands positioned at key points to draw traffic, alongside amenities like food courts and seating areas that encourage extended visits and social interaction.^[37] While some older or larger centers may adopt enclosed structures for weather protection, the dominant trend favors open-air configurations to enhance accessibility and a sense of openness, distinguishing them from traditional indoor malls.^[38] In terms of zoning and planning, outlet centers are usually developed as specialized commercial zones, housing 10 to 50 stores within a compact footprint of 50,000 to 400,000 square feet of gross leasable area (GLA), though larger premium outlets can exceed these figures.^[9] These sites emphasize strategic location near major highways for regional draw, coupled with expansive free parking lots—often providing one space per 200-300 square feet of GLA—to accommodate day-trippers and families traveling by car.^[39] Such planning integrates traffic flow with minimal on-site congestion, supporting the centers' role as destination retail hubs rather than everyday neighborhood stops.^[40] Post-2010, outlet centers have evolved toward mixed-use designs that blend retail with experiential elements, incorporating entertainment options like cinemas and event spaces to boost dwell time and revenue diversification.^[41] This shift addresses changing consumer preferences for leisure-integrated shopping, while logistics hubs—such as on-site distribution facilities—streamline goods handling and support e-commerce fulfillment, enhancing operational efficiency in an omnichannel retail landscape.^[42] These adaptations build on earlier mall origins by prioritizing community-oriented vibrancy over pure transactional space.^[43]

Major Developments and Examples

One of the most prominent U.S. outlet developments is Woodbury Common Premium Outlets in Central Valley, New York, which opened in late 1985 and has since expanded to become one of the largest in the world, featuring over 250 stores across more than 800,000 square feet.^[44]^[45]^[46] This center exemplifies the scale of American outlet retail by hosting a vast array of designer brands, drawing millions of visitors annually due to its proximity to New York City and extensive amenities like shuttle services. A multi-million-dollar expansion project, unveiled in 2023, is set to add new shops opening in 2026.^[47] Another key U.S. example is Las Vegas North Premium Outlets, which opened on August 1, 2003, and now includes over 180 designer and name-brand stores offering discounts up to 65%.^[48]^[49]^[50] Its strategic location at the north end of the Las Vegas Strip integrates seamlessly with tourism, providing easy access via hotel shuttles and proximity to major attractions, making it a staple for visitors combining shopping with entertainment. In 2025, new stores including performance and activewear brands opened, enhancing its offerings.^[51]^[52]^[53] In Europe, McArthurGlen Designer Outlets represent a pioneering international model, with the company founded in 1993 and opening its first UK center in Cheshire Oaks in 1995 before expanding to sites like Bridgend Designer Outlet in Wales, which debuted in 1998.^[54]^[55] The Bridgend location, now with over 80 brands, illustrates adaptation to regional markets through renovations like its 2014 makeover, attracting local and cross-border shoppers with up to 60% savings.^[56]^[57] China's outlet landscape has grown rapidly to suit its affluent consumers, as seen in Florentia Village Shanghai Luxury Designer Outlet, which opened in 2014 as part of a broader network launched in the country in 2011.^[58]^[59] This venue, with over 200 stores blending Italian-inspired architecture and luxury brands like Prada and Burberry alongside Chinese labels, adapts to local preferences by emphasizing cultural fusion and year-round promotions, serving the Shanghai metropolitan area's demand for accessible high-end retail.^[60]^[61] Recent developments in outlet malls emphasize sustainability and health protocols, such as solar energy initiatives at Simon Property Group centers like those on the East Coast, where rooftop installations generate significant renewable power to reduce operational carbon footprints.^[62] In California, Camarillo Premium Outlets supports regional green efforts through collaborations on EV charging infrastructure, aligning with broader municipal sustainability goals.^[63] Post-pandemic, many outlets, including Las Vegas North Premium Outlets, implemented contactless shopping zones with enhanced sanitation, mobile payments, and curbside pickup to prioritize visitor safety while maintaining foot traffic.^[64]^[65]

Economic and Cultural Impact

Industry Effects

Outlet stores have introduced notable challenges to traditional retail models, particularly through the risk of cannibalization of full-price sales. Brands often debate "channel conflict," where outlet channels compete directly with flagship stores, potentially eroding revenues if outlets are not geographically distanced from primary retail locations. A structural model of consumer demand and product development demonstrates that without such separation, outlets could significantly impact regular store performance; for instance, the absence of outlets would reduce new product introductions in full-price channels by 16% and variable profits by 23%, highlighting the delicate balance brands must maintain to avert sales erosion.^[66] Despite these risks, outlets contribute positively to manufacturing efficiency in the fashion sector by absorbing excess production, thereby mitigating waste in fast-paced production cycles. In the luxury segment, outlets account for approximately 13% of all goods sold at discounted prices, providing a key outlet for overstock and older inventory that might otherwise contribute to environmental waste. This absorption helps brands manage surplus from overproduction, which affects up to 40% of annual garment output in fast fashion, by redirecting unsold items into secondary channels rather than disposal.^[67]^[68] The proliferation of outlet stores has reshaped the broader retail landscape, particularly accelerating the decline of department stores following the 2008 financial crisis while elevating outlet real estate as a robust industry segment. Department store sales share dropped from 14.1% of U.S. retail in 1993 to 5.7% by 2013, with the recession exacerbating closures and revenue losses through entrenched discounting habits that outlets capitalized on.^[69] Meanwhile, outlet centers demonstrated resilience during the downturn, achieving sales of $301 per square foot in 2008—down only minimally from prior years—and maintaining low vacancy rates around 5%, contrasting with higher vacancies in traditional malls. By 2025, the U.S. outlet stores industry has grown to an estimated $65.6 billion in revenue, with demand expected to recover and grow at a compound annual growth rate (CAGR) of 0.9% through 2029, underscoring its emergence as a $50+ billion powerhouse amid the contraction of conventional department store models.^[70]^[3]

Consumer and Societal Aspects

Outlet stores offer significant advantages to consumers by providing discounted access to brand-name and luxury goods, averaging around 24% off retail prices, enabling middle-income shoppers to afford premium brands that would otherwise be out of reach. For instance, approximately 40% of Americans visit at least one outlet mall annually, drawn by the opportunity to purchase high-end items like designer apparel and accessories at reduced costs, which democratizes luxury consumption and enhances perceived value for budget-conscious buyers.^[71]^[13] However, these benefits come with drawbacks, including perceptions of lower quality among outlet merchandise, as many items are overstock, irregulars, or made specifically for outlets with inferior materials compared to full-price stores. Additionally, the bargain-driven environment can encourage impulse buying, leading to post-purchase regrets such as financial strain or dissatisfaction with ill-fitting or underperforming products.^[72]^[73] On a societal level, outlet stores promote consumerism, particularly in suburban areas where large-scale centers serve as destinations for leisure shopping, reinforcing a culture of acquisition and contributing to economic activity in peripheral locations. They enhance inclusivity by broadening access to premium brands for diverse income groups, but raise environmental concerns due to their often remote suburban or exurban placements, which increase vehicle travel distances and associated emissions.^[74]^[75]^[76] Culturally, outlet stores have spurred phenomena like outlet tourism, with organized bus tours transporting shoppers to major centers such as Woodbury Common Premium Outlets, attracting millions annually and turning bargain hunting into a social outing. Critiques highlight how outlets enable fast fashion waste by serving as outlets for closeout overproduction, where unsold inventory—up to 40% of annual garment output—ends up discounted rather than reduced at the source, perpetuating environmental degradation through textile landfill contributions and resource inefficiency.^[77]^[78]^[68]

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May 12, 2020 · The Las Vegas Premium Outlets North opened to shoppers Tuesday with new protocols to encourage social distancing during the COVID-19 pandemic.
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How retail shopping stores are changing post-pandemic
Apr 8, 2025 · Contactless Technologies. The pandemic gave impetus to contactless adoption. Consumers now desire minimal interaction with physical objects ...
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[PDF] Why Outlet Stores Exist: Averting Cannibalization in Product Line ...
Sep 30, 2016 · ... outlet stores: that it results in the dilution of prestige brands. Outlet stores may actually enable the firm to improve its regular store ...Missing: protect | Show results with:protect<|control11|><|separator|>
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Fashion's Excess - Icarus Complex Magazine
Mar 31, 2025 · According to a Bain report, at the end of 2023, about 13 percent of all luxury goods were purchased at discount outlet stores. Rather than ...
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'It's the industry's dirty secret': why fashion's oversupply problem is ...
Jan 18, 2024 · As many as 40% of clothes made each year – 60bn garments – are not sold. Experts say tackling such obscene waste will require radical changes in production – ...Missing: absorb | Show results with:absorb
[66]
How America's once great department stores became a dying breed
Feb 27, 2024 · Saunders' stats show that department stores have fallen from 14.1% of US retail sales in 1993 to just 9.8% ten years later, to 5.7% in 2013, and ...
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How Department Store Spending Has Changed in the Last 30 Years
Dec 5, 2022 · Throughout the 2000s, spending at U.S. department stores steadily declined. This decline was exacerbated by the 2007-08 financial crisis, during ...
[68]
Outlet Centers Rise to the Top During Recession - CoStar
Sep 30, 2009 · According to VRN, the average outlet retailer brought in $301 in sales per square foot during 2008, down only slightly from $305 the prior year.<|separator|>
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The Outlet Mall - Kellogg Insight - Northwestern University
Aug 1, 2008 · They average over 200,000 square feet, with some up to five times that large. We drive past them all the time, their bright lights beckoning ...<|separator|>
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Why Outlet Malls Are Emerging As A Hotspot For Luxury Brands
Apr 16, 2024 · Outlets often are a customer's first point of contact with a luxury brand, making them a strategic investment for long-term growth.
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Why Do Outlet Stores Exist? - Forbes
Sep 29, 2014 · By selling lower-quality designs for cheaper prices at the outlets, the companies could avoid cannibalization of the latest designs at their ...Missing: perceived | Show results with:perceived
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Professor Sheri Bridges Discusses Luxury Retail Outlets
A concern, though, is that the increasing number of outlets–with products considered of lesser quality than those sold in full-line stores–could dent the stores ...
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Impulse Buying: Are You Guilty? - Forbes
Jul 7, 2015 · You Feel Regret Buyer's remorse often follows impulse shopping, and it's the feeling of regretting a purchase you made. That new pair of ...
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[PDF] What is Happening to Commercial Malls: Evaluating Contradicting ...
Retail experts consider malls with vacancy rates of 10 percent or higher to be troubling while those with rates of 40 percent or higher are considered dying ( ...Missing: perceived | Show results with:perceived<|control11|><|separator|>
[75]
Shopping malls, GHG emissions and the role of policymakers in ...
Our research illustrates that suburban shopping centres can create extensive congestion and evidently worsen existing emission levels, depending on where they ...
[76]
Spatial pattern of co 2 emissions of suburban residents for shopping.
We found suburban residents travelled 14.33 km and produced 1111.32 g of CO2 per shopping trip. The high emitters are mostly located at the urban fringe, ...Missing: outlet malls
[77]
America's Hot Tourist Spot: The Outlet Mall - The New York Times
May 26, 1996 · To keep tourists flowing in, outlet centers participate in package tours with nearby hotels, golf courses and casinos. In Washington the Gray ...
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FACTORY OUTLETS: BARGAINS TO BOOT - The New York Times
Apr 25, 1982 · The outlets, which offer discounts of 20 to 60 percent on brandname items, depend heavily on organized bus tours. Banding together as Factory ...Missing: mall | Show results with:mall