Chinese tourism drives record result for McArthurGlen
In this article (4)
Chinese travellers are discovering the thrill of shopping at one of McArthurGlen’s 21 Designer Outlets, all near important tourist destinations across eight countries in Europe and most recently, a new centre in Canada.
Sales by Chinese shoppers at McArthurGlen’s Designer Outlets have increased more than 7 fold over the past four year years (2010-2014); as they discover the most sought-after European fashion and international luxury brands. McArthurGlen offers tax free shopping alongside year-round savings of 30-70% in stunning and vibrant shopping environments which take inspiration from local design and architecture.
McArthurGlen’s Designer Outlets offer the largest choice of luxury and premium lifestyle brands in the European outlet market. The centres are home to nearly 3,000 stores and 900 brands. At the same time, the centres are part of the local tourism fabric, within easy reach of major European city centres by shuttle bus or public transport, including: Vienna and Salzburg in Austria; Luxembourg, near our centre in Belgium; Lille and Reims (the Champagne region) in France; Berlin and Hamburg in Germany; Athens in Greece; Düsseldorf, near Roermond, our centre in Holland; Florence, Milan, Naples, Rome and Venice in Italy; and Bath, Cardiff, London, Manchester, Nottingham and York in the UK.
In July 2015 we opened our first centre outside Europe, in Vancouver. The centre is built adjacent to Vancouver’s International Airport and we have just recently celebrated our millionth visitor at the centre.
Shaeren McKenzie, Group Marketing Director, says: “Our McArthurGlen Designer Outlets offer the finest European shopping experience. Shoppers can find the top international luxury names alongside premium niche brands worn by the fashion crowd, all with year-round savings of 30-70%. We also enhance our customers’ shopping experience with exclusive events, offering special promotions.”
Anthony Rippingale, Head of Tourism, McArthurGlen, adds: “We are heading for yet another record year at our 21 Designer Outlets, welcoming more Chinese shoppers than ever before. As the biggest operator of designer outlets in Europe, our Chinese customers have always been extremely important to us, and even more so now given that they account for nearly one in four euros spent by our international shoppers, and rising. We have also just had our most successful Golden Week ever.”
“In July 2015 we opened our first centre outside Europe, in Vancouver.”
The look and feel of McArthurGlen’s Designer Outlets reflect the luxury and premium brands that we represent: show-stopping sculptures by famous artists, dancing fountains, green walls made from thousands of plants, piazzas and porticoes, as well as a wide range of cafes for a refreshing cup of tea and restaurants for a leisurely lunch or a quick snack, with al fresco seating for the warmer months.
Spending by our Chinese customers is growing faster than any other nationality visiting our Designer Outlets. Sales to Chinese travellers increased by 80 per cent in the first nine months of 2015, compared with the same period last year. Some of the biggest rises were at our five Italian centres (which include Italy’s largest designer outlet, Serravalle, near Milan), with sales up 95 per cent in the first nine months of 2015.
The favourite brands of Chinese shoppers at our centres are, in particular, the most-loved names in international luxury, as well as niche local brands popular with the local fashion and style crowd, whether Dsquared2, Agnona or Patrizia Pepe in Italy, or Jil Sander, Karl Lagerfeld or Marc Cain in Northern Europe.
We look to engage with our Chinese customers while they plan their trip to Europe, whether through our office in Beijing, or through social media in China (including Weibo and WeChat) and our centre websites which are available in Chinese.
Once Chinese shoppers arrive in Europe, our centres offer Chinese-language maps and guides, while UnionPay is accepted in most stores. Our most popular Designer Outlets offer special promotions, including limited-edition gifts and additional savings, during key Chinese holidays, namely Golden Week and Chinese New Year.
Questions & Answers
Q.What proportion of international shopper spending now comes from Chinese customers?
What proportion of international shopper spending now comes from Chinese customers?
Chinese customers now account for nearly one in four euros spent by McArthurGlen’s international shoppers. This proportion is rising, highlighting their increasing importance to the business.
Q.Which country saw the biggest increase in sales to Chinese travellers during the first nine months of 2015?
Which country saw the biggest increase in sales to Chinese travellers during the first nine months of 2015?
Italy experienced the biggest rises in sales to Chinese travellers, with an increase of 95 per cent in the first nine months of 2015. This includes Serravalle, Italy’s largest designer outlet.
Q.How do McArthurGlen centres cater specifically to Chinese shoppers?
How do McArthurGlen centres cater specifically to Chinese shoppers?
The centres offer Chinese-language maps and guides, accept UnionPay in most stores, and provide special promotions during key Chinese holidays. They also engage with customers through a Beijing office and Chinese social media.
Reader pulse
Is McArthurGlen's China strategy sustainable?
23,665 votes so far