RISE OF THE SHOPCATION! Designer goodies are cheap at new outlet holiday...

Designer goodies are cheap at new outlet holiday villages



Buying a pair of expensive designer shoes is a bit like planning a mini-break — lovely in theory, but infuriatingly difficult to justify.

But imagine if the savings you made on one of these treats could help fund the other.

While few women would wantonly splash out £500 on a pair of Chloe shoes, or £270 on a pair of Miu Miu sunglasses, just how tempted would you be if they came with a 30 per cent, 50 per cent or even a 70 per cent discount?

Then, imagine such discounts could be found only in some of Europe's most popular cities — places where you have dreamed of spending a glamorous long weekend.

Finally, imagine the money you save on your new designer wardrobe actually covers the cost of taking the mini-break in the first place — and in some cases, leaving you with cash left over.

Such shopping holidays — or 'shopcations' — are becoming increasingly popular, and no wonder. For many women, it allows them to squeeze the most out of their holiday time, while fulfilling two of life's great pleasures: shopping and travel.

So how do you go about securing these elusive bargains? The answer? The Designer Shopping Village. Originally an American concept, more than 200 such outlet villages have sprung up all over Europe — from Milan to Cologne.

While the full-price luxury fashion market has suffered from declining sales over the past few years, these designer outlet villages have been enjoying double-digit growth.



So why are they so successful? Fashion shoppers are getting savvier in their search for discounts and many of us now refuse to pay full price: we'd rather wait for the sales in stores or online.

In the UK, we largely follow U.S. trends, where discount fashion shoppers are now responsible for 75 per cent of all retail sales.

But it's not just the age-old thrill of a bargain. Today, retail bosses know that saving money is even more seductive when combined with an 'experience' — the new buzzword in shopping.

And this is where Designer Shopping Villages are winning. The new European designer fashion outlet is all about creating a five-star holiday atmosphere for the middle-class shopper.

Now, rather than shopping in an outlet just off the motorway, you can choose somewhere more glamorous to snap up your designer bargain.



This new breed of outlet is often a thing of beauty, with smart piazzas and elegant avenues. All in all, they are seductive temples of retail, full of restaurants and cafes, plush loos, personal shopping services, catwalk shows, VIP enclaves — and even music festivals.

Take Europe's biggest designer fashion outlet village, Serravalle, which sits in the middle of Ligurian countryside an hour from Milan. At first glance, you might think you were standing in the piazza of a perfect Italian town. Or, at least, a town dreamed up by Disney.Shoppers relax in the Mediterranean sunshine sipping a cappuccino on comfortable sofas. Children make a beeline for the authentic gelatos, while their mothers head for Gucci, Prada and Versace.

But instead of 'real world' prices, discounts start from 30 per cent up to 70 per cent, usually on collections from previous seasons. 'We find a lot of our customers are combining a trip to Serravalle as part of their holiday itinerary,' says Julia Calabrese, CEO of McArthurGlen, owners of Serravalle.



'They can see the sights in Milan, from the La Scala Opera House to the cafes in the Brera, and then take our shuttle for an afternoon's shopping at Serravalle.'

It's a scene that is being played out all over Europe from the Netherlands to southern Spain. And while the Bicester Village in Oxfordshire has long been tempting label-conscious shoppers in the UK, less well known is the thriving designer village in trendy Hackney, a hop and a skip away from the attractions of London.

Currently home to a cluster of designer outlets, this rather organic collection of businesses will be joined later this year by a new £185 million designer fashion super-outlet, which is due to open in the 02 Centre.

So next time you hesitate before booking a mini-break, why not do your fashion sums — and see whether the money you save on a new summer outfit could fund your long weekend for two.