FSP Outlet Insight - Example European Outlet Centre

Centre Information
Name:

Example Centre

Operator:

Country:

Germany

Owner:

Operator A
Owner B

UN Region:

Western Europe

Centre Type:

Large - Upscale

Density Band (m2):

5000 to 7000

GLA (/m2):

21,000

Reported Footfall:

2,500,000

Opening Year:

2000

Brand Mix
FISH

Merchandise Categories
60%

80%

% of C&F units

Classic

Young

F&B

Food

0%

Price Position

60%

Brand Coverage
40%

0%
Local

Luxury

Premium

Upper
Middle

Middle

Lower
Middle

Value

0%

20%

Example Centre

Global
Brand

20%

Super
Regional

40%

% of units

% of units

Leisure

Household

Personal

Clothing
and footwear

0%

20%

Family

20%

Assured

40%

40%

Regional

% of units

60%

Western Europe Large - Upscale (Average)

Consumer Demand by FISH

FISH Spend - 60 Minutes

FISH Demand Index

Classic
18%

Family
30%

Index vs Average

160

Young
27%

140
120
100
80
60
40
20

Assured
25%

Young

Assured

Country Index

Family

Classic

Western Europe Large - Upscale (Index)

Population and Purchasing Power

Population
30 minutes
60 minutes
90 minutes

Example Centre
519,672
4,572,187
5,982,059

Average
1,125,287
3,915,826
7,286,916

Europe Average
975,313
3,040,377
5,634,950

Euro Rank
116
49
83

Example Centre
10,842
91,511
116,656

Average
27,080
88,951
161,014

Europe Average
17,821
56,587
105,405

Euro Rank
95
42
76

Drivetime (mins)
39
27
254
183

Size

Pop'n (60 mins)

15,000
17,640

856,852
1,875,034

Purchasing Power (m)

30 minutes
60 minutes
90 minutes

Competiton
Name
Nearest Capital
Nearest City
Nearest Outlet
2nd Nearest Outlet

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Capital C
City D
Outlet E
Outlet F

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10/11/2015

Glossary
Centre Type FSP has classified European Outlet Centres on the basis of the scale and positioning of the retail offer.
There are three types of position;
Luxury Schemes (e.g. Bicester Village) appeal to affluent, style conscious shoppers and international tourists. The
offer contains a significant representation (~25%) of Luxury/Premium brands (e.g. Burberry, Polo Ralph Lauren),
supported by occupiers (~40%) in the Upper-Middle price segment (e.g. Diesel, Gant, Guess, Tommy Hilfiger)
Upscale Schemes (e.g. Batavia Stad) tend to appeal to discerning, affluent, style conscious shoppers, domestic
tourists and day visitors. There are fewer Luxury / Premium brands (~15% of occupiers), a strong presence of UpperMiddle positioned brands (~40%) and more Mid Price brands (~45%) e.g Gap, Mango, Levis, Superdry, Puma etc.
Midscale Schemes (e.g. Prague Fashion Arena) appeal to price conscious, label aware, mid market shoppers,
domestic tourists and day visitors. They have virtually no Luxury / Premium brands (<5% of occupiers), Upper-Middle
brands account for about 35% of occupiers and there is a strong presence (~60%) of Mid Price brands
Drivetime Catchment the area in which is possible to drive within an allotted amount of time (e.g. 30, 60, 90 minutes)
from an outlet centre or town. The majority of outlet shoppers will come from within a 90 minute drivetime
FISH FSP segmentation system for fashion. This categorises brands by their targeted shoppers and links to consumer
demand at catchment level. Fashion purchasing behaviour is largely determined by consumers self perception of their
own thinking age e.g. "What age-related values do I seek to project? FSP identify 4 key age perceptions;
Young Peer pressure to conform is strong and fashion is a powerful identifying statement
Assured Young but no longer immature, or led by peer group pressure. They are able to make up their own minds,
are sophisticated in their choices but do not adopt the attitudes, lifestyles or values typical of older self-perception
Groups
Family Dominated by the financial considerations of running the home and caring for the family, therefore
precedence comes before self-indulgence. Members can, and often do, migrate temporarily to the Assured or
Classic segments when spending on special occasions however, this depends on how much is available after
essential family spending
Classic Typically, though not universally, Post-Family and includes Empty-Nesters. In self-perception terms
members have many similarities with Assured, differing only in possessing less self-confidence about the rightness of
purchase decisions, often expressed in terms such as its a bit young for me
Footfall the estimated number of annual visitors to the centre
Merchandise Category the percentage of retail units by merchandise category (eg clothing & footwear, household
goods)
Occupier Coverage the extent to which an occupier's outlet centre portfolio is geographically distributed;
Local: retailers are only found within one country e.g. Next, Bialetti, McArthur, Izac
Regional: retailers are dominant in one country, but also found in a number of others e.g. Tog 24, Kiko, XTI, Sisley
Super Regional: retailers are dominant in one or more countries, but found in smaller numbers across a wide range of
other countries. e.g. Tom Tailor, Clarks Wolford, Jerem
Global: retailers are found in a broad spread across the world e.g. Nike, Hugo Boss, Mango, Adidas, Calvin Klein
Population those living in the target centres catchment compared to benchmark centres and European average
Price Position the typical price point served by clothing & footwear retailers within an outlet centre
Purchasing Power is a measure of disposable income. Purchasing Power figures in this report are sourced from MB
Research and are 2013 estimates. Catchments are compared to benchmark centres and European average
Sales Density the productivity of retailer floor space (i.e. turnover per square metre). In the outlet centre industry it is
normal convention to measure this in terms of gross floor space. All sales density figures are FSP estimates and
exclude VAT
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