You think you got a bargain at Outlets? Actually, there are a lot of tricks …
Fan Zhu said:Want to buy the best things with the least money? This is a paradox.( ? ° ? ? ? °).
(Produced by the business model, please indicate the reprint)
Just after the New Year, Burberry got into a lawsuit.(? ? ? ? )?, "charges" isPlayed "price fraud" at the outlet store.」American consumers were outraged and collectively sued them. Although Burberry Group still refuses to comment on this matter, the masses have put this disgraceful note on a small notebook, and the adverse impact on the brand image can be imagined._(┐「ε:)_.

But looking at the essence through the phenomenon, "price fraud" reflects the unpleasant shopping experience that outlets bring to consumers. You want to buy discounted luxury goods, and the full (virtual) foot (honor) feeling (heart) brought by luxury goods is also greatly reduced.┑( ̄Д  ̄)┍.
No business is not sharp (treacherous)→_→. As consumers, we must know ourselves and ourselves, so that we can be invincible. Let’s follow Fan Zhu to uncover the true face of Outlets ~
{Sweet (dirty) honey (dirty) trapped in (yin) trap (plot)}
Most fans’ understanding of OUTLETS is probably a discount shop for luxury brands that are out of season, out of code, defective and other direct selling goods. Therefore, when you see a product that is still relatively heart-warming, and the price is much more favorable than the regular-priced product, you will definitely be decisive. In fact, in Outlets, the insideTrickyThere are many.
A. Price fraud/inducement: Don’t trust the so-called "suggested retail price"
Burberry, this lawsuit was planted in"price fraud"Go.
followRaise the original price of goodsThis kind of direct fraud is different,"Price fraud" plays a concept stealing similar to a word game. Stick a label on the goods."Manufacturer’s suggested retail price"(manufacturer’s suggested retail prices (MSRP)), and the actual sales price of the store "our price"(Our Price)In contrast, it inspires customers to "offer so many discounts, and the monkey will compete with the thunder"Pie picking psychology, to achieve the effect of buy buy to buy? _? .

The truth is that the so-called "MSRP" simply does not exist.Customers are just blinded by a "fantasy" preferential price difference. These goods have never been sold at a higher price. What about the discount?

△ Fan friends should keep their eyes open when buying goods in Ole, and see MSRP must have a long snack ~
This trick is not uncommon in outlet stores of major brands, especially luxury and high-end brands.Michael KorsonceBecause of price fraudAt last, "MSRP" was replaced by "VALUE". Ralph Lauren, Kate Spade, Gap, etc. have also encountered such lawsuits.

Although millions are only nine Niu Yi hairs for brand companies, once they fall into such a situation,crisis of confidence, it is not money can save (? ? ? ? ω? ? ? ? ` )。
B. the goods are different: hanging sheep’s heads and selling dog meat?
Fan Zhu found that in addition to luring (confusing) consumers in terms of price, the most pleasing thing is that the brand isgoodsPlay tricks on the street.
Although it is a discount shopping mall, the export volume of outlets is also quite large (you have all seen the purchasing power of Chinese aunts). Д`)。 Especially the most sought-after high-end brands and luxury brands,If we only rely on the quantity of overstocked goods in stock, it will never be enough to supply the market demand.
Clever (cunning) (cunning) merchants came up with a good idea:Set up a special production line for outlets, commonly known as factory goods.

That’s why a new PRADA/BV bag, which is not cheap in a specialty store, can be bought at outlets for 7-9 discount. On the face of it, you can’t see any difference, but after careful comparison, the style and quality are very different from those of the counter goods.
??Quality difference
From materials to technology,The cost of factory assembly line is much lower than that of direct selling goods in specialty stores.For example, in specialty stores, bags will choose the best top leather, while factory goods will only use the second leather.The cost has been reduced, and the styles are the same. When customers from unknown so come to the outlet store, they are naturally overjoyed when they see that their beloved styles are discounted, and they unconsciously contribute to the sales of factory goods.
Below (left)UGG sold by Ole store in Bicester Village,The price is 1600 yuan; The same shop in Covent Garden in London sells for 1900 yuan. The biggest difference between these two snow boots is thatSole material.

△ Positive price UGG is made of light and waterproof EVA (Vinyl Vinegar) material.(Although it is not anti-slip, Fan has scratched it and poked it fiercely → _→Never buy Ugg in winter! Not because there is no money, but …)The outlet products are made of rubber plastic with ordinary workmanship, and the texture and heel details of leather suede are different from the regular price. Of course, it’s hard to find out without looking carefully.
Suddenly a kind of "cheap 300 yuan, but bought a knockoff" colic.(/‵Д′)/~ ╧╧…
??Difference of styles
In addition to the difference in quality from specialty stores, there are more or less differences in styles of goods in outlets.
Such as the following two."the same MK bag"The retail price in bicester village Outlet Store is about RMB 1590, and the price in MK Store is about RMB 2400. However, the Ole model on the left is made in China, without dust bag and zipper, and the logo has changed from a brand name to an abrupt big logo, and the leather surface and stitching are also very different.

Similarly, in Coach Factory, which is the most popular outlet, the windbreaker with a price of about 3,000 yuan is less epaulettes and locks for wind protection than the "same windbreaker" of the regular store, and the material is not as thick as the windbreaker of the regular store. Not only that,Many coach bags of factory goods will not have a small carriage on the genuine sign on the logo.

△ There is only the logo with the word COACH on the price tag of the factory goods, while there will be a logo with a carriage pattern on the price tag of the specialty store.
SO, although you spent a cheaper price, the bag you bought is worth it. ? ω? ? )。
C. Miscellaneous brands enter Ole: a mixed discount market
In the small town of Outlets, which covers hundreds to thousands of square meters, in addition to high-end brands, luxury brands and sports brands, fans may also see some unknown brands in the corners. The painting style is a bit like a "clearance sale" shop on the street, with oversized and outdated foreign trade painting style goods on display shelves and special sales cars. Most of these are unknown.less known or inferior brand. Some shopkeepers take advantage of their special relationship with the relevant personnel of Outlet Mall to rent shops and wholesale a batch from Guangzhou and Dongguan.Foreign trade tail list,Put on your own brand label and sell it directly.
suchRubbing flowThe model is especially obvious in small and medium-sized cities in China. Many customers who don’t know the truth and lack understanding of major brands are inevitably tempted into the pit when they see low prices._(:з」∠)_…
Brand and Ole’s {interdependence}
Since there are many traps in outlets, why are there endless people going to buy them?-Fan Zhu tells you that there is no market without demand.
Aside from consumers who are kept in the dark and who make a special trip to find goods, the purpose of many customers going to Outlets is very simple-Buy a logo that you can show off with the least money.. As for whether it is direct sales or factory goods, what is the difference between style and quality and the counter is not their concern.
From this, Fan Zhu saw aConsumption concept and brand valueDouble contempt chain-
Rich and famous?Limited edition or high and customized
Wealthy upper-middle class consumers?Counter-priced goods
Middle and lower class consumers who pursue luxury goods but have a weak economic foundation? Counter discount goods and outlet goods
After all, the crowd at the top of the pyramid is a minority. Naturally, outlets have become a paradise for mass consumption.

△ The famous American town of Woodbury Outlets is an adult version of Disneyland.
A. luxury brands ≠ high-end brands: real luxury goods will not settle in outlets.
Outlets usually attract customers by introducing high-end brands, such as Prada, Gucci, Dolce & Gabbana, Bottega Veneta, Burberry and so on.However, most of these brands can only be called "high-end brands", and the real luxury brands have long been insulated from outlets.
A Burberry Ole shop covered with plaid goods is often overcrowded, bags and scarves are laid out at random in the store, and customers choose outdated and old-fashioned discount goods like cabbage … This shopping experience has long lost the quality and attitude that luxury shopping should have.

△The spirit of consumers queuing outside Burberry Ole Store, rain or shine, is really commendable.
Hermes、Cartier、Chanel、Louis VuittonWaiting for big names, rarely "marriage" with outlets.. theyBased on the business philosophy of high price and limited quantity, some special customized models rarely appear in specialty stores and have been booked by VIP customers early. In order to keep their own bigger, there is not even an in-store discount, let alone a discount store.┑( ̄Д  ̄)┍.
Many years ago,ChanelThere used to be a discount store in Woodbury Outlets. There were people waiting in line at the door early in the morning. When the line broke up, there were few goods displayed in the store. At the end of 2010, the store closed. On the one hand, considering the brand image, the company is unwilling to make discount consumption; According to another source, the brand doesn’t offer so many goods to outlet stores.(It’s really a show-off of red fruit. _ (:з ∠) _.


B. those brands that "get rich" by outlets.
Leaving luxury brands such as LV and Chanel, outlets can still earn considerable income by leasing and deducting points from high-end brands such as Burberry, Gucci and Armani. At the same time, these brands also rely on outlets to earn profits from middle and lower consumers.
In the survey on the dependence of various luxury brands on outlets reported by BNP Paribas in 2015, Fan Zhu saw that,The proportion of outlet stores in Coach and Michael Kors is as high as 20%, and Ole stores of Prada, Burberry and Moncler also account for 7%-13%.

△Among the outlet shopping malls in major cities,The highest appearance rateIt is high-end brands such as Burberry, Versace, Hugo Boss, Dolce & Gabbana, Prada, Gucci, Bottega Veneta, Armani, Bally and Escada; Coach, MK, Tory Burch, Tommy Hilfiger, UGG and IT are also frequent visitors in the luxury and mid-range series.
Burberry’s plaid models, Versace’s disc logo, and these high-end brands, which are well-known in the flagship stores of first-tier business districts, often have sales in outlets that are 2-3 times that of ordinary high-end brands. …

These outlet stores are located in suburban areas far away from the city center, which not only promotes the tourism and catering industries around the city, but also avoids the transaction conflict with the exclusive stores in the city center.On the one hand, it relieves the inventory pressure for the brand, on the other hand, it attracts the middle and low-level consumer groups for the brand, which plays a vital role in the whole industry ecological chain.
-I am the dividing line of "Don’t be sad"-
After reading all of the above, many fans who are keen on shopping at Outlets may have alreadyI don’t feel like I’ll ever love again.After all, you can’t have both "cheap" and "good goods", and you don’t want to "make a swollen face and fill a fat man" to buy regular-priced goods … Fan Zhu tells you that even local tyrants who spend money like water sometimes stumble.
I still remember that a few years ago, a consumer bought six high-end bags in a Hermes store in Europe, each with a unit price of more than 450,000 RMB. As a result, it was verified that four of them were fakes.Σ(っ °Д °; )っ…

In fact,Luxury counters in Europe, the United States, Hong Kong, China and other places all have fake goods in different proportions and with different simulation degrees. …Some shop assistants privately replace the real thing with the fake one. It is difficult for consumers who generally admire it to distinguish between authenticity and falsehood.Even if it is as noble as Hermes, there are few genuine authentication services. Many customers are likely toI spent a lot of money and bought a fake bag, which is quite sad to think about.

True or false, when false is true.Aside from all kinds of sweet traps in outlet shopping malls and the silly and unclear sources of goods in luxury specialty stores … for consumers,No consumption choice is good or bad,The most important thing isRational consumption.
Ask yourself more,"I really want to buy a Logo,Buy quality,Buy style or cost-effective? "Don’t be too greedy! )If you understand this problem, everything will naturally become simple.
(Fan Zhu’s friendly reminder: some pictures are directly related to the content in the text = 3=)
(Produced by Business Fan, pictures from Google and Daily Mail | Please indicate the source, from WeChat WeChat official account "Business Fan", micro signal: bfaner,For submission and business cooperation, please contact bfaner@vip.163.com.)







































































