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I really like outlet malls. I can’t lie about that. I usually find some kind of good deal and go for it, but I typically have an objective when I go. The last time I visited an outlet mall, I specifically wanted to go to the Ralph Lauren store to pick up some shirts.

However, as I was browsing around the Consumerist today I noticed an article that talked about how the outlet malls really sucker you in to buying stuff from them. I have to admit, I have almost fallen for it at least once.

So, first of all, the outlet malls are situated a pretty good distance from major attractions. Meaning, people typically have to drive about an hour to get to one. This also means (at least according to the article I read) that people are going to the outlet malls and spending more money to make up for all the time they had to spend on the road to get there.

The next thing that the article talked about is that some of the higher end stores (particularly Coach, Ann Taylor, and the Gap) make lower end items to sell in their outlet stores. I noticed when shopping at a Coach outlet store that some of the handbags were a bit less nice than the handbags that are for sale in regular Coach stores or at Dillard’s or Macy’s.

Outlet malls also take a page from fast food chains like McDonald’s. Their philosophy is to make the customer as uncomfortable as they can without turning the customer away. Many outlet malls are outdoor, open air type malls and feature a small or non-existent food court and not many places to sit. This is to keep out the people who are just there to window shop or stroll around the mall. The article references “mall walker” and teenage “mall-rats” as the reason for some of this. The mall walkers go to regional, regular malls and go speed walking around the mall, but never buy anything. The teens don’t tend to buy anything either.

One last thing, Manufacturers’ suggested prices are often lies. They are typically over stated or stated for an item that would be sold in a department store, but the actual article you’re looking at never was, nor will it ever be good enough to be sold in a department store.

Will I continue to seek out outlet malls, even after reading this? Probably, but I will definitely be more aware of what I’m buying and definitely have a real idea of what I am looking for instead of just going to go.

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Jeremy

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