Group Strategy and Business Development Director
In Bicester Village, where a £10 flute of champagne is on offer at the Veuve Clicquot stall, mall owner Value Retail is trying to replicate the full-price luxury experience. It is core to luring customers, says Sylvie Freund Pickavance, group strategy director at Value Retail, who frames the offering as reviving or refreshing, rather than flogging.
We don’t look at other outlet models as our competition, we look at our competition as all the international shopping destinations that exist. Sylvie Freund-Pickavance explains how discount luxury retailer Value Retail caters for its tourist shopper base, and why being an outlet doesn’t mean a cheap shopping experience.