Outlet Store

Unraveling the Myth of the Outlet Store

Outlet stores, with their promise of deep discounts and designer brands, have become a staple in the American retail landscape. Yet, beneath the veneer of bargain hunting lies a complex history and marketing strategies that might make you rethink your next outlet shopping spree.

So, outlet stores were originally created to sell last season's products or "seconds" that were damaged to employees at a discounted price, mostly so that excess inventory wouldn't go totally to waste. Then they started selling to everybody. Then, as outlet stores became more and more of an attraction, brands began creating lines of lower-quality products specifically for sale at outlets so they could price them super cheaply, and then list a fake "original" price that was more in line with the brand's usual prices. These days, most outlet stores are overwhelmingly those cheaper products and they're popular because people think they're getting a "good deal".

Origins: From Employee Perks to Profit Centers

As the comment astutely noted, outlet stores started as a practical solution. Companies had a problem: excess inventory or slightly flawed goods that were unsuitable for full-price stores. Selling these off at a discount, first to employees and later to the general public, was a way to salvage value and avoid waste.

The Evolution of a Concept

The success of these early outlet stores didn't go unnoticed. As their popularity grew, the concept transformed. Companies saw a profit opportunity and began producing lower-quality lines specifically for outlets. This allowed them to maintain their "premium" image in regular stores while still offering seemingly deep discounts at outlets. The "fake original price" tactic, as you observed, is key to this illusion of value.

The "Outlet" Branding Game

The word "outlet" itself is partly to blame for the confusion. Originally, it implied an outflow of goods from regular stores or factories. Today, many outlets operate as standalone retail chains with merchandise rarely, if ever, destined for traditional stores.

The definition has become muddled, with outlets falling into multiple categories:

• True Outlets: Some genuinely do sell leftovers or slightly flawed goods from mainline stores. These hold the potential for real bargains.
• Made-for-Outlet: The majority of outlets now sell primarily lower-quality goods manufactured specifically for the outlet market.
• "Outlet" in Name Only: Some stores are simply regular retailers with the word "outlet" tacked on to their name for marketing purposes. These often charge prices comparable to traditional stores.

The Bottom Line

Outlet stores can still be a source of deals, but the landscape has changed. Here's what savvy shoppers should keep in mind:

• Research is Key: Compare outlet prices with those at regular stores for the same or similar items.
• Scrutinize Quality: Outlet merchandise is often a step down from mainline products in terms of materials and construction.
• Don’t Get Blinded by the "Deal" Mentality: Focus on whether the item is worth the discounted price, regardless of the "MSRP" claim.

The allure of the outlet store lies in the promise of getting more for less. While the potential for genuine bargains still exists, it's wise to approach these stores with a critical eye. By understanding their evolution and the blurring of the "outlet" definition, you'll be better equipped to separate the real steals from the marketing smoke and mirrors.