2023-09-24 15:50:39
The traveler who visits a shopping center in the country where he has chosen to spend his vacation does not need another shirt in his closet. I probably hadn’t even planned to go shopping.. It wasn’t his priority. But there it is, an ordinary Wednesday that tastes like a Sunday because you don’t have to look at the clock. Although his decision time is not eternal either. Tomorrow he will return to his land and will no longer be able to buy it. At least, not the same one. At least, not that shirt that will evoke the calm of your days of rest. At least, not one that will remind him of a story far from her home.
This sentimentality is what shapes, in part, shopping tourism, which In 2019 it represented a sum of 178,000 million dollars (more than 159,000 million euros), 6% of the value of the sector. And that meant an increase in travel spending in Spain of 2,210 million in 2021, creating 55,800 jobs. This is reflected in the report Global retail tourism trends and insights 2023 carried out by the World Travel and Tourism Council (WTTC), in collaboration with the Hong Kong Polytechnic University and The Bicester Collection.
Travelers may not visit other countries exclusively to shop. In a global and digital world, it is practically meaningless. But we all bring a souvenir when we return from a trip. That typical magnet to remember the adventure that, in the case of the more affluent classes, becomes a shopping experience. Luxury has made its way into this trend. And in it, The Bicester Collection is king.
A ‘win-win’ for both
Desiree Bollier He is one of the brains behind this business model that is practically unique in the world. She currently holds the position of president and commercial director of Value Retail, creator and operator of The Bicester Collection flagship. Under this umbrella are 11 villas dedicated to shopping for luxury items in the form of an outlet. In Spain there are La Roca Village, in Barcelona, and Las Rozas, in Madrid. The others are in Milan, Munich, Frankfurt, Brussels, Paris, Dublin and London. And they have two more in China.
Why would luxury brands such as Dior, Gucci and Versace be interested in selling their clothes in an outlet? Bullier He tells it in an exclusive interview with ‘actives’. His response is resounding, as are all those that follow it. She knows we’re going to ask him about it and he knows exactly how to respond. Because no one knows her business model but herself. The priority of these brands is to be present on the main commercial avenues, such as Passeig de Gràcia, in Barcelona. But at the same time, “they want to minimize their inventory expenses,” she stresses.
In 2021, spending during holiday periods grew by 2,210 million euros and generated 55,800 jobs
These types of firms often refuse to mark down items that do not sell. They would lose cache. But “they can’t have them for more than a week in a flagship store either.” [la tienda insignia de una compañía]”. So, the moment they change the product, it is sent to them. “They know that we have a wonderful customer profile. AND They know that here we are going to sell it more expensive than if they reduced it there by 70%“, he argues. “They are giving a second life to the product, maintaining a good price. It’s a win-win,” she concludes.
If you have learned something Bullier in his 30 years in the retail business, is that price usually has a psychological component and that the important thing is to have a pleasant place to go. “Price used to be very important in the beginning. But now the experience is the main reason why people decide to return to our villas. Price has become secondary,” he says. “In a bad economic time, the place becomes essential. Both for the rich who do not look at the price and for those who need to have a budget because inflation is crazy,” he argues.
Inditex is not invited
The large Spanish fashion multinational, which includes seven of the most popular brands worldwide (Zara, Pull&Bear, Massimo Dutti, Bershka, Stradivarius, Oysho and Zara Home) does not have the doors of these villas open. “It is a completely different model from ours,” says the president of Value Retail. “They are the gods of their own segment. They do it incredibly well and they don’t need us,” she justifies. “Besides, they don’t fit in with us,” she concludes. However, Yes, it opens the door to Adolfo Domínguez. “It’s the only brand that I think could fit into our concept,” she says.
The truth is that The Bicester Collection has the power to choose. And it’s often a matter of trial and error. As with the Ecoalf brand. “We were looking for those who made sustainable clothing the best. And we knocked on their door.” First they did a pop-up: they opened a temporary store. After the second, Ecoalf stayed.
Prefers art to clothes
Although it tries to avoid personalisms, Bullier agrees to tell ‘assets’ where he usually buys his own clothes. No surprise, at this point. “I buy a lot in our villas,” she says, smiling. But she continues. “I love buying brands that are not popular, that are different from the established ones. Although I am not a big shopper, I hardly have time. When I do, I don’t even have to try it on. I know my body, my size, what fits me well,” he says with overwhelming confidence. “I love going to different countries and discovering new brands. I like buying art more than clothes,” she admits.
Travels a lot. “Constantly,” she specifies. And from each journey he returns with a new idea. “I always see something to improve, something to implement, because each of our villas is a living organism.” Although he does not opt for any of them. “It’s not fair. Do you want one child over another?” she responds.
Related news
For Bullier, the key for a country to attract shopping tourism is public-private collaboration. “Get the campaign right. Communicate appropriately. It’s not just about buying.” In Madrid, for example, the South American customer is very strong, so “we must continue making that city a great destination for those countries.” You have to think “how to create magic in Spain.”
It is also essential to guarantee safety on the streets. For citizens and for businesses. “Europe is still the first destination,” she says. For security, cleanliness, and investment in their cities. It is a continent “proud of its heritage,” she insists. Although he considers that it would be necessary to invest in other cities, not just the main ones. “You have to look at geography as something holistic. Promote cities that are on the outskirts, those that are not main. They tend to have a DNA that the others do not have. Spain has a lot to offer, but it is not yet known,” he concludes. .
#ROCA #VILLAGE #TOURISM #Shopping #accounts #global #tourist #spending