Luxury outlets are coming to China hoping to attract the new generation of stylish Chinese consumers with growing disposal income and the willingness to spend.
Italian fashion retail giant RDM will invest US $910 million to open five luxury outlet malls in China under the brand name “Florentia Village.”
The first “Florentia Village” – Jingjin Designer Outlets will open in Wuqing, a fast-growing town between Beijing and Tianjin, on May 19.
The outlet shopping village which resembles a 16th century Italian town and covers 60,000 square meters will feature over 200 branded retail stores. Florentia Village is designed with fabulous Italian-style architecture that include a canal running through the entire village with gondolas, elegant arena and bridges, beautiful fountains, romantic squares and porticoes. The village will also feature gourmet eateries and outdoor cafés.
The allure of the shopping village is obvious. It elevates the shopping experience to destination shopping while offering jaw dropping discounts of 50-70 percent off domestic retail prices for sought after luxury brands such as Armani and Burberry.
These destination shopping outlets hope to keep more shoppers in China by bringing Italy to China with prices to match, and of course, provide luxury retailers a distribution channel for past seasons goods.
Details of the other Florentia Village outlets in China have not been disclosed. The first village at Wuqing, near Tianjin, is strategically located with easy access to major highways and the Jingjin high-speed railway. There are 22 trains stopping at Wuqing daily and the train station is a mere 100 meters from the outlet’s main entrance.
photo credit: florentia village