Great bargains at hilltop outlet mall
Genting Highlands Premium Outlets promises a shopping experience equal to that of the Johor centre, writes Kasmiah Mustapha
THERE is one thing that people love when shopping — discounted or bargain items.
To ensure they get the best deals, they can either wait for the sale season or head to outlet malls where discounts are offered all year round.
Outlet malls began in the United States, then spread to Europe and Asia, and nowadays are even promoted as part of travel packages.
It may have started as a place where you could find outdated and reject merchandise but now there are major fashion houses and designer names offering their designs at low prices. Some brands even sell items that are made specifically for their outlet mall stores.
The demand by bargain hunters has led to the mushrooming of outlet malls around the world. It also led to more outlets located near city centres to cater to younger customers who do not want to travel out of town. It is also easier to organise trips for tourists to visit these malls.
While there are hits and misses, reports have stated that outlet malls continue to be profitable even during an economic downturn.
The most successful outlet mall in the world is Bicester Village in Oxford, England. Opened more than 20 years ago, it is home to 160 fashion and lifestyle boutiques including Alexander McQueen, Dior, Stella McCartney, Jimmy Choo and Burberry. With 65 per cent off for all brands, no one can escape the lure to shop there.
SHOPPING EXPERIENCE
In Malaysia, the first was the Johor Premium Outlets in 2011 in Kulai, Johor. It is also the first luxury premium brand outlet in Southeast Asia managed by Genting Simon, a joint venture company between Genting Plantations and US-based Simon Property Group.
Four years later, Mitsui Outlet Park located near the KLIA airport opened. It is a venture between Japan’s Mitsui Fudosan and Malaysia Airports. The same year, Freeport A’Famosa Outlet in Melaka, a joint venture between London-based Freeport Retail Ltd and Langkah Realiti, opened its doors.
Last year, the first outlet mall in the northern region, Penang Design Village, opened in Batu Kawan, Penang. Developed by PE Land, Penang Design is not only a local venture, it is also the largest outlet mall in the country.
Genting Highlands Premium Outlet, which opened in June this year, is the second premium outlet managed by Genting Simon.
Coming soon is Horizon Village Outlets in Serenia City, Sepang. Set to open in the middle of next year, it is a joint project between US-based Horizon Group Properties and Mainstay Holdings.
According to Genting Simon Chief Operating Officer, Jean Marie Pin Harry, the shopping experience at outlet malls is one of the main reasons shoppers love to go there.
In addition to designer and luxury items, they can get local and street brands at discounted prices.
“There are so many choices at outlet malls. Of course people do want luxury brands but they can also get good bargains for other products.
“If you look at fashion, it is a cycle. When there are out-of-season or over-run stocks, outlet stores provide the space to clear these items. At the same time, they offer substantial value and savings to customers. But although they are off-season items, they are not out of fashion. That is why shoppers love to go to outlet malls for a good bargain.”
Based on a report by the Tourism Ministry, shopping has became the main tourist expenditure this year, overtaking the spending on accommodation. It says a change in the development of the retail sector has created a positive impact on tourism.
Pin Harry says while online shopping has gained popularity over the years, outlet malls still attract crowds, especially as they have more to offer.
“Shopping at the end of the day is very brick and mortar. Online shopping is not for people who want to see, touch and feel the products. These type of shoppers prefer going to the stores.
“Outlet malls are meant to complement shopping malls. The products are different, the shopping experience is different, which is why they are so popular.”
PREMIUM OUTLETS
Pin Harry says Genting Premium Outlets is a follow-up to the success of the Johor centre.
As Genting Highlands is one of the major tourist attractions in the country, providing visitors with premium outlets for shopping is the most logical thing to do.
“Malaysia is popular with tourists but was not known as a shopping destination previously. That is one of the main reasons we chose the country as our first destination in Southeast Asia when we set up Johor Premium Outlets in 2011.
“Usually when people travel, one of the things they look for is a shopping venue. We believe the two premium outlets are well positioned to capture demand from both locals and tourists.”
“Around the world, Premium Outlets is known as the flag bearer for outlet malls and people seek out our centres for the shopping adventure. I describe the experience as similar to visiting a theme park and having fun. The two centres in Malaysia offer similar standards and experiences.”
Pin Harry expects Genting Highlands Premium Outlets to grow further, especially once the 20th Century Fox theme park opens next year.
Genting Highlands Premium Outlets features 150 international and local brand names such as Michael Kors, Coach, Guess, Kipling, Kate Spade, Bonia and Royal Selangor. By middle of January, it will have the largest Nike store in Southeast Asia.
There are 91 Premium Outlets in the United States, Puerto Rico, Canada, Mexico, Japan, South Korea and Malaysia.
“Around the world, Premium Outlets is known as the flag bearer for outlet malls and people seek out our centres for the shopping adventure.” Jean Marie Pin Harry