In my quest to better understand the current retail landscape I thought I would widen my horizons from City Centre Retail and look at the luxury end of the out-of-town retail villages. As luck would have it Louisa agreed to give context to her environment and share her thoughts. We’ve known each other for more years than either of us would like to admit; little did I know or appreciate what her job entailed as a “Consultant”, the title hardly does it justice!
Tell me about you, who you are, where you’re based, what’s your role, what are you responsible for, what is it about retail that you love and get passionate about?
I am a single Mother of 2 teenagers based in Edinburgh but working for a Company that calls itself a retail company but started life as a property company who have luxury outlet Villages in Europe and China. I am responsible for around 45 brands who are either present in our Villages at the moment or who would like to be. I need to know them well – the people who work there, what their strategy is for the Company worldwide both at full price and outlet and to work with them to make sure they have the right stores with us and that they are trading as well as they can.
I strongly believe that shopping needs to be an experience with exceptional service in order for brands to survive.
What I love about the job is getting to know such an incredibly wide variety of people from different countries. They are usually working at main board level so tend to be direct, intelligent and extremely passionate about their worlds. My job involves a huge amount of travel across Europe and although I hate airports I do think it compares well to my old life of commuting on the London underground – at least now I am guaranteed a window seat! I go to some of Europes most amazing Cities and generally get a bit more warmer weather than if I was in Edinburgh the whole time.
What is your opinion on the current bricks and mortar retail environment?
Although I can see that the decline, ‘bricks and mortar’ environment will continue as internet shopping continues to expand I do think it has an incredibly important place in our society. I strongly believe that shopping needs to be an experience with exceptional service in order for brands to survive. Fundamentally I think retail will continue as a social activity and our need to touch and experience before we buy will never go away.
Where do you see retail success in the future, what’s the dream?
Retail success for me is all about excellence. Based on my current experience I see the continued success of the premier outlet Villages – I think this is on the basis on one ‘A’ class outlet per Capital City with a heavy focus on shopping tourism. It will need to have critical mass in terms of store numbers, be ever changing in terms of brand mix, feel safe but exciting. At Value Retail we continually strive to add sparkle. In the UK this is Bicester Village. The brand mix changes up to 30% per year. We have recently collaborated with Grafitti Life with live grafitti installations around the Village – this is typical of the slightly different way of thinking of a retail environment.
Image credit: Completely Retail
If you were to walk into a Doctor’s surgery or Dentist waiting room (there is zero wifi or phone reception), which magazine would you instinctively pick up and why?
Grazia is the answer I should give as has all levels of fashion and is fast moving being a weekly but the reality is – dare I say it Horse and Hound!!!
“Needless to say I am slack jawed… I think Jane Bruton (Editor in Chief of Grazia UK) has achieved amazing things with Grazia… H&H though! What. Louisa, you’re showing your true colours; very honest of you though :)”