Milan, October 30 (Askanews) – Convenience is no longer enough to ensure growth for outlets: experience, quality of service, and the ability to attract visitors are what make the difference. This is what emerges from McArthurGlen's Retail Outlet Italy 2026 Observatory, created in collaboration with Eumetra and dedicated to the relationship between brands and the outlet channel.
Eighty-three percent of decision makers believe the importance of outlets in distribution strategies has increased or remained stable in recent years. Looking to the future, 58% believe qualified traffic is the main driver of success, while 67% believe tourism is the greatest growth opportunity. For McArthurGlen, market research represents a crucial first step in anticipating and helping guide its evolution.
As the market leader in Italy by revenue in the four centers it manages, with a 35% share, it's crucial for us to monitor these changes and share the results with our brand partners. In recent years, we've focused primarily on the consumer side, while this year we're delving deeper into brand dynamics.
"The survey also highlights that consumers today are much more attentive to experience and sustainability," said Donatella Doppio, Managing Director Italy – McArthurGlen Group. "The survey also highlights that consumers are now more attentive to experience and sustainability." "The role of outlets in general has changed: it's no longer just about discounts and affordable prices, but a sector that is becoming increasingly important, as the brands themselves confirm. What makes the difference today, to best support brands' investments in our centers, is the expertise of our teams: in-depth knowledge of the markets in which we operate, supported by solid research and data," added Doppio. "The challenge also involves the ability of shopping centers to offer multiple brands and services, so as to meet multiple needs. "This is our strength: the ability to evolve the brand mix not only at the level of individual centers, but of the entire portfolio, to meet the needs of a changing consumer and market. What remains fundamental is our business model and the outlet channel's proposition, which goes far beyond simple discounts. We're talking about experiences and the ability to attract an increasingly diverse audience," concluded Alice Rivetti, Head of Strategy & Retail at McArthurGlen Italy. The Observatory confirms the outlet model's evolution: discounts are central, but value increasingly comes from the experience, the relationship with the customer, and the ability to transform it into a destination to be experienced.
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