How to Get to Fashion Outlets of Chicago
Affluent Chinese shoppers are well-known for their power to sniff out good bargains. When they travel to strange countries, some of their favorite destinations include outlet malls in suburban areas that offer discounted luxury goods.
In recent years, the global outlet mall industry has aggressively sought to grab a slice of this lucrative Chinese shopping segment. Macerich'due south Fashion Outlets of Chicago is home to a group of globe-class luxury brands like Prada, Gucci, Tory Burch, Moncler, and Michael Kors—all of which are sought-after brands for Chinese luxury consumers.
With a mix of strategies involving social media outreach and experiential marketing through client service, the Way Outlets of Chicago showcases many certifiable methods malls should use to courtroom Chinese luxury shoppers during their visits to us. So what exactly tin can other malls learn?
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Get on Chinese travelers' itinerary start
The planning for Chinese shopping junkets begins long before consumers exit China. That's why, for outlet malls, information technology's an absolute must to build a reputation within China and get on the radar of Chinese consumers while they're planning their itineraries. Because of this reality, Fashion Outlets of Chicago chose to develop a comprehensive digital and social media outreach strategy. The visitor maintains active Weibo and WeChat accounts so it can regularly release sales and product information while driving awareness to digital-savvy Chinese consumers. It uses WeChat, specifically, to attain the local Chinese communities, keeping them continually informed about what'due south available at the shopping centre.
Collaborate with fundamental players
Fashion Outlets of Chicago also makes sure to work with their large, local tourism publications and tourism boards to farther promote themselves on those social media channels. For example, the Chicago Tourism Agency'due south official account on Weibo—with over 546,000 followers—posts well-nigh the Manner Outlet and their sales offerings regularly.
Meanwhile, the outlet has worked closely with a marketing agency specifically to target Chinese visitors by connecting to local colleges, tour guides, and various other stakeholders. A great case of this is the Style Outlets of Chicago'south strategic partnership with Chicago-area universities, which welcomes new Chinese students by offering them welcome packets and access to shopping shuttles betwixt their universities and the shopping center.
Offer a unique and culturally-engaging shopping experience
The mall provides Chinese travelers with an peculiarly artful shopping surroundings—1 that differentiates itself from rival outlet stores. Since 2013, the Mode Outlets of Chicago has unveiled a collection of curated, site-specific artworks throughout the shopping centre to create a memorable shopping environs for tourists. Some featured art pieces include Daniel Arsham's falling figure relief situated within the car park and Jen Stark'due south psychedelic mural which delights visitors every bit they enter and exit the space.
In 2016, Mode Outlets of Chicago decided to further its art initiatives past launching an art program that allows visitors to admission and relish contemporary artworks on brandish past both established emerging artists. The suitable theme of this program is: "Where fine art meets fashion."
Targeting the Chinese luxury traveler demographic with contemporary art is smart considering those consumers have become much more attuned to the fine art of living artists recently, and they're generally excited by retailers that offer them unique and immersive experiences.
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Make Chinese travelers feel at home
The concluding footstep is to provide world-grade service to Chinese travelers and make their shopping experience as comfortable equally possible. Fashion Outlets of Chicago achieves this by offering in-shop signage in Mandarin and by providing in-store Mandarin translation services. At the eye'due south Concierge Services, Chinese consumers with valid passports can receive a free seven-24-hour interval trial of the mall'due south savings pass (which offers up to $800 in savings). On some Chinese holidays, such as the Chinese Lunar New Year, the mall hosts performances, activities, and games for Chinese travelers and gives away ruby-red envelopes—a New year's day'south tradition that spreads skillful luck.
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