Outlet stores are a balancing act for high-end retailers

07/18/2013 | Luxury Daily

Luxury brands can boost awareness and sales with outlet stores, but they must take care to focus on building their core brand and be sure not to dilute the brand with additional lines and products created for the discount outlets, experts say. "Only locate in outlets with other luxury brands and only sell end-of-season goods," advised Marie Driscoll, CEO and chief consultant at Driscoll Advisors.

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