Outlet centres join e-commerce rush

Fashion House’s e-commerce debut is to take place in Russia, where the company aims to launch an online shopping platform for its Fashion House Outlet Centre in Moscow this year. The online store is to operate in the flash-sales model: selected products will be available online for a limited time only. “It inspires action and rewards the most active customers. Moreover, with the ‘be quick or get nothing’ idea behind it, the flash-sales model accurately reflects the concept of outlet shopping,” said Brendon O’Reilly, the managing director of Fashion House Group.

Apart from launching the first e-commerce platform, the company will integrate its online and brick and mortar marketing activities, using such solutions as beacons, gamification and a new mobile app. The online expansion is to be continued in other CEE markets too. “With its quickly growing internet population, Russia was a natural field to launch the new omni-channel strategy. But the company already plans to bring the same solution to other markets including Poland,” reads Fashion House Group’s statement.

Currently the Group’s 154,000 sqm retail portfolio is spread across outlet centres in Poland (Warsaw, Gdańsk, Sosnowiec), Romania (two Bucharest centres: one operational and one under construction) and Russia (an operational centre in Moscow and a planned property in St Petersburg).