Outlet for that energy
REMEMBER when outlet shopping meant pawing through clearance bins filled with three-sleeved, extra-small sweaters and other factory rejects? That’s no longer the case at today’s outlet centers, many of which are more like comprehensive shopping malls where in-season Gucci bags can be found for 40% off or hot teen fashion finds such as Puma’s Impulse Cat sneakers have been reduced from $80 to $49.95 and basic Levi’s jeans go for $19.99.
Centers such as Desert Hills Premium Outlets in Cabazon and Las Americas in San Diego are regular stops not just for tourists but also for Southern California shoppers looking for discounts on designer items and back-to-school basics.
“It used to be seconds and irregulars, but that is very hard to find today,” says Randy Marks, publisher of Outletbound.com. “What you will find is a consistent depth of stock.”
But by the time you’ve found a parking spot, walked to the center’s entrance and dodged the baby strollers, your work is just beginning. What exactly do “original price” and “outlet price” mean anyway? How much of a discount are you really getting on that polo shirt? Is the $149 purse you bought a steal or from a secondary line created just for outlets?
The most important thing to know before you shop is that not all outlets are created equal. “Designers can use outlets as a showcase for their entire line or range of products, which a department store might not pick up,” Marks says. “Other names use it for liquidating overstock. And still others such as Ann Taylor Loft and Brooks Brothers are pretty upfront about saying that the outlets do not carry the same stuff as the main stores.”
(According to the company website, Ann Taylor Loft collections are designed specifically for the Loft stores. Ann Taylor Factory stores serve as clearance outlets for the full-price facilities, though they also stock clothing specifically designed to carry the Ann Taylor Factory label. Some of the merchandise in the Brooks Brothers outlets is manufactured only for the outlets -- usually basic items such as solid shirts, Brooks Stretch suiting and polo shirts -- and the rest consists of discontinued styles from the previous season, transferred from full-price stores, according to spokeswoman Kate Greisch.)
The manufacture of merchandise specifically for outlets is “a company by company decision,” says Linda Humphers, editor-in-chief of Value Retail News, which is published by the International Council of Shopping Centers, a global trade association. “But you will not see any fuchsia sweaters with three arms, and you will not see damaged goods, because today outlet chains understand that is not good business. It’s not the quality customers expect. And image is one of the reasons for opening an outlet, so excess goods don’t end up [at an] off-pricer where goods are jammed together.... It’s the dregs of the dregs that end up there.”
Products at the full-price Coach retail stores never go on sale, public relations director Heather Feit says, so select items go to the outlets at the end of a season. In addition, a small selection of leather goods is made specifically for the outlets.
At Ralph Lauren outlets, spokeswoman Nancy Murray says, merchandise comes from three sources: items that did not sell in regular Ralph Lauren stores, items made specifically for outlets, and “licensed product” (underwear, socks and sunglasses, for example).
Whether that $39 Polo shirt ever saw the light of day in a department store matters little to most bargain hunters. But buyer beware: Discounts can vary wildly from outlet to outlet.
Most outlet retailers claim to offer 25% to 70% off original prices. But the average is more like 40%, Humphers says.
A price tag can tell you a lot -- if you know how to read it. The “original price” is the manufacturer’s suggested retail price for department and specialty stores, according to Outletbound.com. The “outlet price” is the current selling price, before any further markdowns. Sometimes, items may be marked “irregular,” which means a small imperfection exists, or “damaged,” which should send a red flag that there could be a major problem. “Sample” indicates the item has been on display or used to presell a line, and “discontinued” indicates a closeout on an item no longer produced. Customers may have access to additional discounts if they know where to look. Many centers have VIP coupons available in the management office or on the Web. Sometimes, Marks says, members of the American Automobile Assn. (AAA) can show their membership cards for additional markdowns. Bottom line: It pays to ask. Most salespeople are fairly knowledgeable, Marks says, and if you buddy up to them, they might just tell you when the next shipment is due. (The best days to shop outlet centers are Tuesdays, Wednesdays and Thursdays, when crowds are at a minimum.)
THE outlet industry has been around in some form or another for the last century, beginning on the East Coast when mills opened their doors to employees and other customers to sell overstock and damaged goods. But most industry watchers agree the first modern-day facility was Vanity Fair Factory Outlet Center, which opened in 1970 in Reading, Pa., on the former site of the Berkshire Knitting Mill, once one of the world’s largest hosiery mills. It offered a broad mix of merchandise from many manufacturers and paved the way for others.
In the 1980s, outlet centers opened in resort areas from coastal Maine to Orlando, Fla. The first California outlet mall, Vacaville’s Factory Stores at Nut Tree, opened in 1988. The American Tin Cannery in the Monterey Bay area opened about the same time. There are 225 factory outlet centers in the U.S. today, with the largest number, 26, in California. In 2004, they generated $15 billion in retail sales -- around half a percent of total retail sales.
“The winning formula is to build a center big enough to keep out the competition, that’s close to a major metropolitan area so that it attracts local shoppers 10 times a year instead of the four or five times a year they used to,” Humphers says.
For that reason, the Citadel, 10 minutes south of downtown L.A., is being revamped and expanded this fall, with 32 new tenants, including Nautica, Tommy Hilfiger, BCBG, Guess, PacSun, Billabong and Calvin Klein.
The art of the outlet is difficult to master, and many centers have closed during the last decade. To attract customers, some outlet centers are going upscale, with tenants such as Gucci, Christian Dior, Hugo Boss, Burberry, Yves Saint Laurent and Giorgio Armani.
“The 1980s were all about status and how much you paid for something, but now it’s prestigious to say how much you’ve saved,” Outletbound.com’s Marks says. “Outlets are accessible. If you were to go to Rodeo Drive or Madison Avenue, you might be intimidated to walk into a Michael Kors store. But outlets are not as uppity. And retailers like that because they are opening up their brands to people who might not get a chance or be willing to walk into a flagship store.”
(Outlets -- Eddie Bauer, Crate & Barrel and Ann Taylor Loft among them -- are even opening online.)
The future of outlet shopping, Marks believes, depends on appealing to younger shoppers. (In 2004, the average factory outlet shopper was a white woman, age 43.) “Now, retailers are looking to the street. You have Ecko and Sean Jean and Billabong opening stores. So outlets are going upscale in one regard, but they are also catering to a younger crowd,” he says. “Because what kid wants to wear Van Heusen?”
Booth Moore is The Times’ fashion critic.
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Window shopping
Additional resources for outlet shoppers:
www.outletbound.com
www.shopcalifornia.org
www.outletsonline.com
www.realoutlets.com
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Where the buys are
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What follows is a highly subjective guide to a handful of Southern California’s outlet centers. And remember, items mentioned throughout were available in August but that doesn’t mean they will be there tomorrow. The good stuff goes fast.
Desert Hills
Premium Outlets
48400 Seminole Drive, Fields Road exit off Interstate 10, Cabazon, (951) 849-6641, www.premiumoutlets.com and next-door neighbor Cabazon Outlets, 48750 Seminole Drive, Cabazon, (951) 922-3000, www.cabazonoutlets.com.
Vibe: It can be hot, it can be cold, so practice your survival skills and be prepared for anything -- including a sandstorm.
Setup: A huge west wing across the street from a long, narrow east wing means a lot of walking, and heavy competition for parking on weekends means you can forget about moving the car. Between the two centers, there are more than 140 stores, including Judith Leiber, Escada, St. John, Dolce & Gabbana, Coach and Theory, so have a plan and move fast. And don’t expect Armani suits for $39.95. There are discounts but they are relative.
Crowd: Veteran shoppers and Asian tourists looking for designer goods. Not for amateurs.
Best stores
Gucci: Sure, some of the merchandise here has been around since Tom Ford was at the helm of the Italian fashion house, but with 40% off classic bamboo-handled leather handbags, who cares? Spring’s floral print pumps were $299 (down from $475), classic loafers $159 (down from $360 or more) and all silk scarves were $99 each (regularly $120 or more).
Salvatore Ferragamo: One of the bigger outlets at Desert Hills, this place features a vast selection of men’s and women’s styles from seasons past, including the label’s always-classic bow shoes for $159 to $179 (regularly $295), clutch bags for $228 (down from $350), $59 sunglasses and $79 men’s ties.
Giorgio Armani: Sleek suits and separates from the Italian designer at prices that vary. Sometimes you can score a jacket for less than $200; other times everything seems to be $600 and up. When I was there, a rack of Emporio Armani jackets was down to $99.
Space (Prada): Some products are up to 2 years old, but if you missed buying the Prada dip-dyed cardigan ($280) or the jeweled velvet house slipper ($150) in fall ‘04, you may be in luck, and you’ll be paying more than 50% off retail prices. Most of the shoes here are less than $200, and there are usually some beautiful dresses offered as well, but not in many sizes.
Christian Dior: I spotted now-classic saddle bags for $650 in different colors and prints, down from $1,300; leopard-print pumps for $190 (regularly $380) and jackets with punk-rock chains and zippers for $570 (75% off). There’s a case full of fun jewelry including nameplate chokers for $100.
Best buy: Highlights included the ever-collectible Judith Leiber crystal-covered minaudiere evening bags for $500 to $3,000 in the shape of roses and more. A classic black Burberry trench was $499 (they typically cost $1,195) and Tod’s timelessly chic loafers were on sale for $110 to $175 with an additional 15% off. (They typically begin at $295.)
Food: Baron’s Burgers and Scrubbed Potato are safe bets. Of the two food courts, the one on the east end of the complex seems to have better air conditioning.
Marathon shoppers might want to fuel up at Hadley’s next door, with a high-protein buffalo or ostrich burger, or a date shake.
For non-shoppers: Casino Morongo is just down the road, and somebody’s got to pay the credit-card bills.
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Ontario Mills
One Mills Circle, Milliken Avenue exit off Interstate 10, Ontario, (909) 484-8301, www.ontariomills.com.
Vibe: Shopping by the numbers in suburbia. It’s like retail Candy Land at the intersection of the 10 and the 15 freeways, complete with fake trees.
Setup: The 200-plus stores include outlets such as Abercrombie and Fitch, Lego and Billabong, and full-priced stores such as Forever 21, Hot Topic, Sanrio, Vans and Virgin Megastore. They’re divided into “neighborhoods” but good luck getting your bearings. One shopper quipped of the elaborate floor plan: “This thing reads like stereo instructions.”
Crowd: Inland empire teens in (and out of the) heat.
Best stores
Off Fifth: Saks Fifth Avenue’s outlet store had great deals on Marc by Marc Jacobs clothes from last fall, including a blue boucle jacket down to $154 from $385, and a romantic velvet dress for $159 down from $458. C&C; T-shirts were $32 (originally $75) and 7 jeans were $89, down from $156. And last year’s Ugg boots were on sale for $89 in pink and blue (originally $120), while Frye boots were $189 down from $239.99.
Best buy: Juicy Couture cashmere zip-up cable sweaters, $119 down from $242.
Food: What don’t they have? La Salsa, Haagen Dazs, Panda Express, Sbarro, Kenny Rogers Roasters and the themed Rainforest Cafe to name just a few.
For non-shoppers: The video arcades at Dave and Buster’s and Gameworks or the 30-screen AMC movie theater.
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The Shops at
Las Americas
4211 Camino de la Plaza, near the 5 and 805 freeways at Camino de la Plaza, San Diego, (619) 934-8400, www.lasamericas.com.
Vibe: A “bi-national village,” as it is officially described.
Setup: Spanish colonial architecture with meandering walkways, clay pots, tiled fountains and tables. More than 100 stores, a trolley to Tijuana and, coming soon, a pedestrian bridge.
Crowd: Bilingual, but bargain hunting is the mother tongue.
Best stores
Neiman Marcus Last Call: The first Neiman’s outlet in California has mind-blowing designer deals -- Manolo Blahnik sandals were reduced to $124 from $515, Moschino jackets went for $221, plus an extra 35% off. (They usually run about $1,200.) And Juicy velour hoodies were down to $42 from $88. The store has men’s and children’s clothing and home accessories too.
Puma: The best-stocked and most roomy setup of all the Puma stores I visited in my outlet research. There was a wide selection of shoes in all sizes, including Impulse Cat sneakers for $39.99, down from $80, and retro-inspired track jackets and pants for $19.99 to $69.99 -- up to 50% off the original price.
As Seen on TV Showcase: For a laugh, check out this outlet for infomercial and SkyMall merchandise. When I visited I saw a $9.99 “Golf While You Go” set (for putting practice while on the potty) and a $24.99 Salon Bronze at-home airbrush tan kit.
Best buy: Delicately pleated, blush-colored Chloe dress for $500 (down from $2,200) at Neiman Marcus Last Call.
Food: Carbo load at the IHOP for maximum shopping stamina.
For non-shoppers: Mexico awaits.
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Citadel Outlets
500 Citadel Drive, Atlantic Boulevard exit off Interstate 5 to Telegraph Road, Commerce, (323) 888-1724, www.citadeloutlets.com.
Vibe: Office park meets medieval fortress.
Setup: The Assyrian-style castle wall dates from 1929 and was used as a backdrop in the 1959 film “Ben-Hur.” You won’t have to slay a fire-breathing dragon to shop here, but you will have to brave the 5 Freeway.
As far as the shopping goes, it’s your standard mall setup -- a ring of about 50 stores around a food court. A new wing opens in November with 32 new tenants.
Crowd: Mix of back-to-school shoppers and 9-to-5ers on lunch break.
Best stores
Old Navy Outlet: You won’t pay a king’s ransom for back-to-school basics such as a “I’m Not Doing My Homework Tonight” T-shirt ($7.99 from $10.50) and jeans for just $16.99.
Suo: Not technically an outlet store, this specialty boutique is the place to find the latest Boho look including $69 embroidered jeans, $39 corduroy safari jackets, $36 rhinestone western belts, $49 Missoni-like metallic batwing sweaters, $16 wood bead necklaces and $39 handbags.
Best buy: $6.99 T-shirts in a rainbow of colors at Old Navy.
Food: Shaded outdoor food court features Subway, Sbarro and Starbucks. But lines can be long and you might have to joust for a seat.
For non-shoppers: Crowne Plaza Commerce Casino is just blocks away.
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Camarillo
Premium Outlets
740 E. Ventura Blvd., Las Posas Road exit off the 101 Freeway, Camarillo, (805) 445-8520, www.premiumoutlets.com.
Vibe: A leisurely lap around the outlet neighborhood.
Setup: The main court is located closest to the freeway, with the expanded fashion court just west of it. More than 120 stores, including American Apparel and, coming soon, Ugg.
Crowd: Those who consider shopping a hobby, not a vocation.
Best stores
Barneys New York: This store features a mix of merchandise from past seasons, as well as things that are bought only for the outlet stores. You’ll find a lot of separates from the Barneys house label, along with a good selection of Marc by Marc Jacobs and the occasional $240 pair of Manolo Blahniks, too. Fall’s requisite metallic hobo bag costs just $49 here. The menswear, including $29 Zegna ties, wasn’t half bad either.
Betsey Johnson: Have fun in Betseyland with funky, punky dresses, $59 to $120 (full price, they begin at $200). “Cholita” slides with carved wood heels went for $40, down from $108.
Sony: The discounts vary at this outlet store, and some items are “refurbished” or may have cosmetic blemishes, but basic DVD players were $69.99, wireless headphones went for $49.99, shower CD players for $70, Playstation 2 for $149.99 and games for $19.99 to $49.99. That should keep gadget hounds happy.
Best buy: A bright striped poncho at the Banana Republic outlet from last summer’s collection was $54.99 (down from $98), with an additional 30% off.
Food: There’s a food court with La Bamba Fresh Mexican Grill and Flamers Chicken or, in the fashion court wing, Subway is a welcome old friend.
For non-shoppers: Old Town Camarillo has a farmers market every Saturday.
-- Booth Moore
