THE nine Chic Outlet Shopping villages operated by Value Retail are the destination of choice for visitors to Europe who count shopping as one of their top priorities with customers from the Middle East helping to boost the increase in total tax free sales of 64 per cent in 2010.
The villages’ fourth quarter sales were up by an impressive 53 per cent compared to the same quarter in 2009 and increased 12 per cent on the third quarter of 2010. The Middle East was the second largest contributing market in 2010 with a 51 per cent increase and an average spend of €297 ($428), behind only China at 82 per cent.
“We thought that the 95 per cent growth in spending by Middle Eastern shoppers in the third quarter of 2010 would be an exception. In fact, the 88 per cent increase in quarter four 2010 shows that this strong growth continues,” said Arjen Kruger of Global Blue which deals with refunds on tax free shopping.
“The continued growth in business from the Middle East is a clear indication that travellers from this region look for destinations with luxury shopping options when holiday planning,” said Nazar Musa, managing partner of Gulf Reps, which represents the brand in the region. “Over the past two years increasing awareness among consumers and those in the travel trade throughout the region has clearly been a key contributor to growth.”
According to Musa, there were several initiatives throughout 2010 – implemented collaboratively between Chic Outlet Shopping and Gulf Reps – that brought about the increased results. These included familiarisation trips with top travel agents from Saudi Arabia, the UAE, Kuwait and Bahrain to La Roca Village, Barcelona, Las Rozas Village, Madrid, La Vallée Village, Paris, and Maasmechelen Village, Brussels; regional sales trips and presentations to key travel agencies throughout the GCC and strategic partnerships with Al Rais holidays (UAE), Kanoo Travel (Saudi Arabia) and Regency Travel (Qatar).
Each of the nine villages is popular among visitors from the Middle East with the collection being home to some 900 boutiques of niche European and international fashion and lifestyle brands including Armani, Gucci, Givenchy, Polo Ralph Lauren, Dolce & Gabbana, Jimmy Choo, Prada, Smythson and Versace. In 2010 tourists from the Middle East were among the higher numbers of visiting nationalities to Bicester Village near London, La Vallée Village near Paris, Maasmechelen Village near Brussels and Ingolstadt Village near Munich.