FASHION HOUSE Outlet Center Bucharest posted spectacular results in 2015, as more customers interested in branded fashion are turning to Romania’s only outlet as a manner to shop and save at the same time. The project’s key performance indicators, including retail sales, spending per head and the average transaction value, soared to the highest levels of the past 5 years.
Probably the most significant evolution of 2015 was represented by the considerable increase in average spending: both spend per head and average transaction value (ATV) registered the highest scores of the past five years, proving that FASHION HOUSE Outlet Center Bucharest is attracting more and more higher-income earners.
In addition, retail sales registered increases of up to 20 percent on a monthly basis in 2015, materialized in annual sales 10,5 percent higher than in 2014. The conversion rate (percent of visitors who buy) increased with 23,8 percent compared to the year before. Both higher sales values and increased conversion rate indicate that the improved mix of tenants and continuous marketing activities deployed within the centre attract more buyers. Extra Value Propositions, including Super Outlet Shopping Days, 1+1 Offers and Half-Price Weekends, are implemented every month in FASHION HOUSE Outlet Center Bucharest, in order to boost footfall and retail KPIs, while Extra Discounts Days have become a valuable tool to attract visitors outside major “high-discount” events. As a consequence, the percentage of customers who visit the outlet centre one or more times a month is now double compared to 2009.
“FASHION HOUSE Bucharest witnesses increased appeal to brand-savvy customers and the results obtained throughout 2015 are evidence of this ascending trend. Typically, 80 percent of our customers find something they wanted to buy in the centre. As a consequence, even with the economic recovery under way, we are seeing more customers returning, more eager to buy, as they discover the advantage of getting more value from their spending on branded fashion,” said Brendon O’Reilly, Managing Director of FASHION HOUSE Group. “In 2016 and onward, we will continue with our ambition of offering extra added value and, in response to our increasingly sophisticated clients, we will focus on contouring an improved and more exciting customer experience within FASHION HOUSE Outlet Centre and West Park Retail.”
Opened in 2008, FASHION HOUSE Outlet Centre Bucharest is the first professional outlet centre in Romania. With a total area of 16,000 sqm, it is home to an impressive portfolio of national and international brands.