With a well-established shopping format of malls common across the Georgian market, it might be a little confusing as to what makes outlet villages different and why they have been a missing niche on the local market. In this article, we will cover all the reasons why Tbilisi Outlet Village is the retail experience you haven’t seen before - and why it makes a difference.
Difference 1: Layout Format
Let’s begin with the layouts and how they reflect the differences in purpose. While malls try to cram in as much as possible featuring things like cinemas and arcades on top of the shopping experience within an enclosed space, Tbilisi Outlet Village will offer an open space in-between stores as well as special leisure areas, meaning that a person has more opportunity to have some rest during their outing.
An important statistic from the European market supplied by Ecostra (business management consultant agency) statistics, indicates that 15 of 20 top-ranking shopping centres across Europe are outlet villages, making this format particularly successful. It is with this in mind that Tbilisi Outlet Village aims to enter the top 20 as well.
Difference 2: Product Range
As much as the format reflects the layout, both of them are shaped by the product ranges offered. While regular malls, at least in Georgia, often feature new weekly collections of fast fashion brands with occasional premium brand stores (and mostly at full prices with rare seasonal sales), Tbilisi Outlet Village will aim to offer high-quality luxury brand goods from previous collections at heavily reduced prices. This will mean that visitors will still be able to enjoy the quality as well as the brands themselves but at much more customer-friendly prices.
Difference 3: Location
Location plays another important role in defining the purpose of either store type. While malls are mostly located across the city in densely populated, residential areas, outlets tend to be removed from the city altogether, and Tbilisi Outlet Village is no exception. This is in part done in order to accommodate the size difference - as big as malls can be, outlet villages are reflective of their name and require more space - but also because that significantly cuts costs in rent costs, meaning that business owners can economise and reduce prices more than they would in the city. This also means that while malls are something one can casually walk into, outlets are mostly a trip planned in advance, making it extra special.
Difference 4: Pricing
We mentioned pricing in the previous point - and in part, the rent prices are a big influence on the merchandise prices as well. While malls mostly focus on full-priced collections with occasional seasonal discounts on select items, Tbilisi Outlet Village plans to offer sales all year round, with discounts ranging from 30% to 70% off. For shoppers who are less trend-conscious and more focused on a good bargain or investing in a classic piece that is going to be relevant regardless of the season, outlet villages are the format of choice.
Furthermore, once again according to Ecostra’s last year’s study, more than half of the brands (56%) surveyed informed them that their outlet stores were profiting much more than their regular store counterparts. This, in turn, has the potential to benefit business owners and customers alike, since while the former has an opportunity to gain higher profits, the customers are in return provided with the best prices possible.
Difference 5: Shopping Experience
While all of the above points contribute to the overall shopping experience, there are additional factors that might make your trip to the outlet more worth it. While malls are already very familiar and therefore predictable as an outing, outlets are something completely fresh and new. Tbilisi Outlet Village in particular will be offering surprising experiences that will vary seasonally and will enhance the already novel leisure time. While there are outlet villages around the world, for example, that don’t prioritise the leisure side of the shopping experience, Tbilisi Outlet Village is making sure that everything from dining to VIP services is based on the best international practices.
Difference 6: Sustainability
Though gaining recognition more slowly than in some other parts of the world, Georgia is still gradually becoming more conscious of the importance of sustainability. This is a point where malls particularly lose out to outlets: while malls, which as mentioned before focus on fast fashion, often at the expense of tons of leftover merchandise, Tbilisi Outlet Village aims to reduce waste by introducing high-quality items from past seasons, meaning that not only are these clothes and accessories not thrown out but they are all durable enough to last you a very long time.
But of course, the best way to feel the difference between the two would be a personal experience - which is why Tbilisi Outlet Village will be waiting to open its doors to its first customers very soon!
