Urban schemes are not an entirely new proposition. Livingston has an outlet mall adjacent to the shopping centre that is in effect the town centre. Gloucester has a recently improved outlet scheme with a strong F&B component on the edge of the city centre and Hatfield Galleria is the conversion of a challenged shopping centre that essentially forms the town centre.
Recent scheme developments have responded to consumer demand for the outlet proposition to be located closer to shoppers and to a more diverse and younger demographic. Yet, it has been the absence from the largest cities and towns where these groups are most prevalent that has been most striking. In particular, the challenge of locating an outlet centre in Greater London in the shadow of the strong designer retail supply found in London’s West End.
This potential conflict with the designer element of the outlet market has been addressed by operators by ensuring that outlet schemes provide a point of difference from existing retail in the locality.
Urban schemes often use other local attractions to increase the critical mass and overall appeal of the offer. For Gunwharf Quays it is the water front, for the London Designer Outlet it is the adjacency to, Wembley Stadium and Arena, and for Greenwich, the O2 already has a significant leisure appeal to Londoners and tourists alike.
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