Destination Outlet Report
Experience: The New Currency of Designer Outlet Retail
Introduction
In a landscape shaped by digital saturation, heightened expectations and limitless choice, consumers are increasingly selective about where they choose to engage with brands in the physical world. Luxury today is as much about time well spent, emotional connection and discovery as it is about exclusivity or price.
Designer outlets are emerging as a key channel to meet this shift. No longer positioned solely as discount led, they have become carefully curated destinations where luxury brands can engage consumers in environments designed for comfort, leisure and exploration.
McArthurGlen's Destination Outlet report explores how experience led designer outlets are an increasingly preferred shopping channel for consumers, and represent a strategic and commercially imperative channel for brands seeking sustainable growth.
Methodology
In 2026, McArthurGlen commissioned a new study among over 5,000 European consumers in 7 key markets to understand how a focus on experience is reshaping the designer outlet channel, and what is next for outlets as they continue to expand their offer.
Dig Into The Data
Key insights at a glance...
of consumers have purchased from a new brand at a designer outlet
of those went on to purchase additional full price items from that brand
of High Spenders would visit a designer outlet when travelling to another region
Strategic Takeaways
Strategic Takeaways
Compete on the quality of time spent, not the size of the discount
The next wave of outlet growth will be won by destinations that are designed to keep people comfortable, engaged and willing to stay longer. Experience is not a brand layer on top of retail, it is the mechanism that drives frequency, dwell time, satisfaction and ultimately spend.
Treat outlets as a growth channel, not an end-of-line channel
Outlets should be managed as a strategic platform for customer acquisition, brand discovery and future value creation. For brands, the opportunity is not only to sell stock, but to win new customers, build preference and convert engagement into full-price purchasing over time.
Invest in fundamentals and integration, not isolated add-ons
The strongest commercial returns will come from joining up services, dining, events, technology and sustainability into one coherent destination journey. The winners will be those who remove friction, recognise loyalty and deliver purpose in ways that feel tangible, creating repeatable reasons to visit and a model that stays resilient as consumer expectations evolve.
AI Experience
Ask The Lens: AI-powered Insights
Deep dive into the report by asking our chatbot questions about the role of designer outlet shopping in today's retail ecosystem. You can also read the full report below.
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AI Experience
Destination Outlet 2026
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