Category Archives: Moncler Sale

Chinese Tourists Flock to Fashion Outlets of Chicago

Prada store in the Fashion Outlets of Chicago.

Affluent Chinese shoppers are well-known for their ability to sniff out good bargains. When they travel to foreign 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’s Fashion Outlets of Chicago is home to a group of world-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 customer service, the Fashion Outlets of Chicago showcases many certifiable methods malls should use to court Chinese luxury shoppers during their visits to the States. So what exactly can other malls learn?

Get on Chinese travelers’ itinerary first

The planning for Chinese shopping junkets begins long before consumers leave China. That’s why, for outlet malls, it’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 company 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 reach the local Chinese communities, keeping them continually informed about what’s available at the shopping center.

ollaborate with key players

Fashion Outlets of Chicago also makes sure to work with their large, local tourism publications and tourism boards to further promote themselves on those social media channels. For example, the Chicago Tourism Bureau’s official account on Weibo—with over 546,000 followers—posts about the Fashion 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 example of this is the Fashion Outlets of Chicago’s strategic partnership with Chicago-area universities, which welcomes new Chinese students by offering them welcome packets and access to shopping shuttles between their universities and the shopping center.

Offer a unique and culturally-engaging shopping experience

The mall provides Chinese travelers with an especially artful shopping environment—one that differentiates itself from rival outlet stores. Since 2013, the Fashion Outlets of Chicago has unveiled a collection of curated, site-specific artworks throughout the shopping center to create a memorable shopping environment for tourists. Some featured art pieces include Daniel Arsham’s falling figure relief situated within the car park and Jen Stark’s psychedelic mural which delights visitors as they enter and exit the space.

In 2016, Fashion Outlets of Chicago decided to further its art initiatives by launching an art program that allows visitors to access and enjoy contemporary artworks on display by both established emerging artists. The suitable theme of this program is: “Where art meets fashion.”

Targeting the Chinese luxury traveler demographic with contemporary art is smart because those consumers have become much more attuned to the art of living artists recently, and they’re generally excited by retailers that offer them unique and immersive experiences.

Make Chinese travelers feel at home

The last step is to provide world-class service to Chinese travelers and make their shopping experience as comfortable as possible. Fashion Outlets of Chicago achieves this by offering in-store signage in Mandarin and by providing in-store Mandarin translation services. At the center’s Concierge Services, Chinese consumers with valid passports can receive a free seven-day trial of the mall’s 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 red envelopes—a New Year’s tradition that spreads good luck.

Craig Green teams up with Moncler

Craig Green is one of the fashion industry’s biggest successes from the past five years. He has commanded fans in the likes of Drake, Rihanna and, more recently, Pusha T, and is thanked for changing the way that men are changing. Sure, his designs are bold, but they’ve got people interested.

Green’s next move is a major milestone in his career. The 32-year-old Londoner is launching his Genius Project collection – a collaboration with the Italian brand Moncler, which sees the label team up with other designers such as Simone Rocha and Valentino’s Pierpaolo Piccoli. Through his collection, Green has reinvented Moncler’s signature puffer jacket in true Green form.

For his collection, Green has created ten looks finished with his aesthetic touchstones. The garments are as brilliantly moody and conceptual as you’d expect. Key pieces include a hybrid of one of Green’s signature quilted worker jackets (“One day we want it to be the case that if you go and get a worker jacket, you go and get a Craig Green worker jacket,” the designer told me. “Just like if you go and get a trench, you’d get a Burberry trench”) and a cheap classic Moncler down jacket. “It’s a bit like a biker jacket bomber,” says Green.

Moncler and Valentino Just Made the Coolest Puffer Jackets on the Planet

Valentino and Moncler teamed up on a fantastic capsule collection of coats that are cool, graphic, and—best of all—actually practical. These puffers are warm, but lightweight. (Re: They won’t make you a hot, sweaty, suffocating mess while you’re running errands. Or, more ideally, sitting somewhere inside, near a mountain.) Because, really, if you have to bundle up against the elements, you might as well look good doing it. The jackets are available online and in Moncler outlet stores now.