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September 2004
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Cover
Story
 Crowd Pleasers
VRN’s annual new-store round-up unearths an array of outlet concepts
quite unlike any others seen in previous years. Today’s
new concepts are focusing on what’s
different about shoppers rather than common traits. And these concepts
aren’t being shunned as too far-fetched,
but are being given a chance to work.
Rockvale’s Eagles
The Philadelphia Eagles’ only outlet store lands to a warm welcome
in Lancaster, Pa.
Herrera’s Boutique
Like its namesake, a Carolina Herrera outlet unit proves to be one of
a kind.
VF & Partners
New VF concept focuses on merchandise partnerships, non-outlet locations.
A Birdie a Day
Birdieball uses an outlet-retail environment to launch its unique golf-training
product.
Noah’s Ark
Looking more like a zoo than an outlet-center tenant, Noah’s Landing
finds its own way.
Big Enough’s Test
Big Enough, which usually sells goods using the Tupperware model, tests
an outlet store.
Features
 Temporary Services
A strong temp-tenant leasing program at an outlet center near San Diego,
Calif., builds sales, but is more about keeping the center humming rather
than being plagued by empty store space.
Bullish on Chicago
A jointly developed outlet center shows strength long past its grand
opening as new tenants continue to open there. The project is shaping
up as the outlet industry’s
only new entry in 2004.
Mexican Moxie
Developing an outlet center in Mexico is no easy task. But Chelsea Property
Group foresees success as it forges ahead in its effort to develop what
would be the nation’s first outlet project.
Shop Talk
“Call of the Mall” author Paco Underhill ticks off successes – and
some failures – of retail that are bound to be of interest to outlet-center
developers and their tenants.
Prime Minister
Prime Retail hires travel author Marybeth Bond to help the company minister
to younger, active women.
Call of the ORCAs
A handful of retailers will be honored this month with the first-ever
Outlet Retail Chain Awards, to be presented during VRN’s Fall Conference,
Sept. 8-11 in Orlando.
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