Bicester Village is an open-air luxury shopping outlet located in Oxfordshire in the UK. Its main appeal is heavy discounts on high-end luxury brands like Dior, Prada, and Gucci. Business Insider visited the village to see why tourists love it so much.
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You can opt-out at any time by visiting our Preferences page or by clicking "unsubscribe" at the bottom of the email. Advertisement An hour outside London by train is Bicester Village — a discount open-air shopping center presented like a quaint English town. The village is set up for tourists: red telephone boxes, pristine streets, and friendly staff in flat caps to guide you through your shopping experience.
For its millions of visitors every year — some of which travel from China and the Middle East, for example — it seems like a quintessential English shopping experience. This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now.
Have an account? Log in . With the added benefit of heavy discounts on high-end designer brands from luxury conglomerates like LVMH and Kering. Advertisement Discounting can be a dirty word for luxury retailers, which are keen to maintain exclusivity and scarcity to justify sky-high prices.
In July, L Catterton, an LVMH-backed private equity fund, bought a £1.5 billion ($1.9) stake in Value Retail, the parent company of Bicester Village.
And this concept is soon to open in the US. It shows that discounted luxury means big business. So luxury brands must toe the line between these discounts and keeping an air of luxury in the shopping experience.
Advertisement Bicester Village is a perfect example of how luxury brands can sell off items for a discount without sacrificing the premium shopping experience. Business Insider went there to find out how it does this:.
