1. Surveys
  2. 2014
  3. September
  4. D
  5. DDL Version-VRN National Outlet Center Survey (201
 
 
Welcome to our survey. We appreciate your input and opinions. All individual responses will be held in strictest confidence; only aggregate results will be released. Thanks again for your help.
 
 
1. How many times in the past 12 months have you shopped at the following types of shopping venues (including online) for apparel, shoes or fashion accessories?
None 1-3 Times 4-6 Times 7-9 Times 10-12 Times (Up to once/month) 13-24 Times (Up to twice/month) 25-36 Times (Up to 3 times/month) 37+ Times (More than 3 times/month)
Enclosed Mall
Open Air "Lifestyle" Fashion Center (with stores like Ann Taylor, Chico's, Banana Republic, etc.)
Outlet/Factory Outlet Center
Large Open-Air Centers (with stores like Target, Marshalls, TJ Maxx, etc.)
"Main Street" or Free-Standing Stores (including local and national stores)
Any Retail Store Website
Online Fashion Retail Sites (such as Amazon, Rue La La, Gilt, Wanelo, etc.)
 
 
 
2. In your opinion, which one of the following shopping venues represents the place where you get the best quality for the least amount of money for fashion/clothing items that you purchase for yourself and your family?
 
Enclosed Mall
 
Open Air "Lifestyle" Fashion Center (with stores like Ann Taylor, Chico's, Banana Republic, etc.)
 
Outlet/Factory Outlet Center
 
"Main Street" or Free-Standing Stores (including local and national stores)
 
Any Retail Store Website
 
Online Fashion Retail Sites (such as Amazon, Rue La La, Gilt, Wanelo, etc.)
 
 
 
3. From the following list, what are the top reasons that influence your choice to shop at an outlet center? Please select all that apply.
 
The value outlet centers deliver
 
The location (i.e. close to my home)
 
The shopping experience
 
The brand names that are represented in outlets
 
The number and variety of stores in one place
 
None of the above/not applicable/not certain

 
 
 
4. How long does it take you to get to the outlet center that is closest to where you live?
 
Less than 15 minutes
 
15-29 minutes
 
30-59 minutes
 
60-89 minutes
 
90 minutes to less than 2 hours
 
2 hours to less than 2 1/2 hours
 
2 1/2 hours to less than 3 hours
 
3 hours to less than 3 1/2 hours
 
3 1/2 hours to less than 4 hours
 
4 hours or longer
 
Not applicable/not sure
 
 
 
5. Which of the following reasons describe why you do not shop at outlets or do not choose to shop at outlets more often? Please select all that apply.
 
The quality of the merchandise does not represent good value
 
I prefer/sometimes prefer to shop at regular retail stores
 
The closest outlet is too far from where I live
 
I don't like the experience - i.e. the crowds, the parking, etc.
 
Outlets do not have the stores/brands that I like
 
None of the above/not applicable/not certain
 
Already shop at outlet centers on a frequent basis

 
 
 
6. Are there any other reasons you do not shop at outlets or do not choose to shop at outlets more often?
   
 
 
 
7. Which of the following would positively influence you to shop more often at outlet centers? Please select all that apply.
 
More of the specific stores I like
 
Improved aesthetics to make the center more attractive
 
Easier layout to make finding and shopping at the stores more convenient
 
More food court eating places
 
Locations closer to where you live
 
More sit-down restaurants
 
None of the above/not applicable
 
Not sure/uncertain

 
 
 
8. Are there any other things that would positively influence you to shop more often at outlet centers?
   
 
 
 
9. Which of these amenities / features would cause you to shop more often at an outlet center? Please select all that apply.
 
Smartphone apps that alert you to specific deals while in the center
 
More benches and seating areas
 
Concierge/personal shopper services
 
Children's play area
 
More restrooms
 
None of the above/not applicable/not certain

 
 
 
10. Are there any other amenities / features that would cause you to shop more often at an outlet center?
   
 
 
 
11. How important to you are brand names in the apparel, shoes and accessories you choose to buy?
 
I'm not particularly aware of brand names
 
I'm aware of, but not influenced by brand names
 
Brand names sometimes influence what I choose to buy
 
Brand names usually influence what I choose to buy
 
Brand names always influence what I choose to buy
 
Not sure/uncertain
 
 
 
12. Which of the following best describes your attitude toward shopping for clothing?
 
I almost never buy clothing at full price
 
I seldom buy clothing at full price
 
I occasionally buy clothing at full price
 
I balance my clothing purchases between full price and off-price
 
I buy the clothing I want. Price is a secondary concern
 
Not sure/uncertain
 
 
13. How would each of the "anchor" stores below influence your visit to an outlet center?
Would make special trip just for this store Would plan on visiting this store Might or might not visit this store Not likely to visit this store Definitely would not visit this store Not familiar with this store
Neiman-Marcus Last Call
Saks Fifth Avenue Off 5th
Bloomingdale's (Outlet)
Nordstrom Rack
Old Navy Outlet
Lord & Taylor
IKEA
 
 
14. When did you most recently visit each of these anchor stores?
Within the past week Within the past two weeks Within the past 30 days Within the past 31-60 days Within the past 61-90 days Within the past 3-6 months Within the past 6-12 months More than a year ago Never been
Neiman-Marcus Last Call
Saks Fifth Avenue Off 5th
Bloomingdale's (Outlet)
Nordstrom Rack
Old Navy Outlet
Lord & Taylor
IKEA
 
 
 
15. Which of the following stores have you visited at least once within the past 90 days?
 
Walmart
 
Target
 
Macy’s
 
Marshalls
 
Stein Mart
 
Kohl’s
 
JCPenney
 
T.J. Maxx
 
None of the above

 
 
 
16. Which of the following stores do you prefer to see in an outlet center you would choose to visit? Please select all that apply.
 
Brooks Brothers
 
Coach
 
Chico's
 
Cole-Haan
 
Crate and Barrel
 
Banana Republic
 
Abercrombie & Fitch
 
American Eagle Outfitters
 
Burberry
 
Aeropostale
 
Express
 
DKNY
 
Adidas
 
Columbia Sportswear
 
Aldo
 
Ann Taylor
 
None of the above/not sure

 
 
 
17. Continuing in the same vein, which of the following stores do you prefer to see in an outlet center you would choose to visit? Please select all that apply.
 
Lucky Brand
 
Nike
 
LOFT
 
J. Crew
 
Famous Footwear
 
Jones New York
 
New York & Co.
 
Nautica
 
Kenneth Cole
 
Michael Kors
 
Lululemon Athletica
 
H & M
 
GAP
 
Kate Spade
 
Jos. A. Bank
 
Forever 21
 
None of the above/not sure

 
 
 
18. Now among our last grouping, which of the following stores do you prefer to see in an outlet center you would choose to visit? Please select all that apply.
 
White House | Black Market
 
Vince
 
Restoration Hardware (RH)
 
Prada
 
The North Face
 
Williams-Sonoma
 
Theory
 
Polo Ralph Lauren
 
Tommy Hilfiger
 
Under Armour
 
Victoria's Secret
 
Tory Burch
 
Vineyard Vines
 
VF Outlet
 
Nine West
 
None of the above/not sure

 
 
 
19. In terms of overall value received – that is, the combination of quality, selection & price – would you say your favorite outlet center is providing value that is better than, about the same, or worse as compared to the past few years?
 
Better than
 
The same
 
Worse than
 
Not sure/uncertain
 
 
 
20. Which one of the following best describes your personal attitude toward fashion and the way you dress?
 
Unconcerned with Fashion
 
Aware of Fashion, but Don't Care
 
Mainstream-Conservative
 
Trendy/Fashion Forward
 
On the Cutting Edge of Fashion
 
Not sure/uncertain
 
 
 
21.  Approximately how much did you spend in the past 12 months on yourself for apparel, shoes and accessories?
 
Under $500
 
$500 to $749
 
$750 to $999
 
$1,000 to $1,499
 
$1,500 to $1,999
 
$2,000 to $2,499
 
$2,500 to $2,999
 
$3,000 or more
 
Not sure/uncertain
 
 
 
22. How much did you spend on your most recently purchased pair of jeans?
 
Haven't purchased jeans recently
 
Under $20
 
$20-$29
 
$30-$39
 
$40-$49
 
$50-$74
 
$75-$99
 
$100-$124
 
$125-$149
 
$150-$199
 
$200-$299
 
$300 or more
 
Not sure/uncertain
 
 
 
23. Based on the following responses, how often would you say you dine out?
 
None/Don't Typically Dine Out
 
Once a Month or Less
 
2-3 Times a Month
 
Once per Week
 
Twice per Week
 
3-4 Times per Week
 
5-6 Times per Week
 
Daily/Once per Day
 
2 or More Times per Day
 
Not sure/uncertain
 
 
 
24. Approximately how much do you spend per month on dining out?
 
Less Than $50
 
$50-$100
 
$101-$150
 
$151-$250
 
$251-$350
 
$351-$500
 
$501-$750
 
$751-$1,000
 
$1,001-$1,500
 
$1,501-$2,000
 
$2,001-$2,500
 
More Than $2,500
 
Not sure/uncertain
 
 
25. At which, if any, of these shopping venues (including online) do you plan to conduct your 2014 holiday shopping? Please select all that apply.
Yes No Not sure
Enclosed Mall
Outlet/Factory Outlet Center
Open Air "Lifestyle" Fashion Center (with stores like Ann Taylor, Chico's, Banana Republic, etc.)
Large Open-Air Centers (with stores like Target, Marshalls, TJ Maxx, etc.)
"Main Street" or Free-Standing Stores (including local and national stores)
Any Retail Store Website
Online Fashion Retail Sites (such as Amazon, Rue La La, Gilt, Wanelo, etc.)
 
 
26. Among the holiday shopping venues you plan to visit (repeated below), approximately what percentage of your 2014 holiday purchases do you anticipate will be made at each?
Less than 10% 10% to 24% 25% to 49% 50% to 74% 75% or more
Enclosed Mall
Outlet/Factory Outlet Center
Open Air "Lifestyle" Fashion Center (with stores like Ann Taylor, Chico's, Banana Republic, etc.)
Large Open-Air Centers (with stores like Target, Marshalls, TJ Maxx, etc.)
"Main Street" or Free-Standing Stores (including local and national stores)
Any Retail Store Website
Online Fashion Retail Sites (such as Amazon, Rue La La, Gilt, Wanelo, etc.)
 
 
27. In the past 90 days, in which, if any, of the following online shopping activities have you participated while looking for apparel, shoes or fashion accessories?
Visited One or More Shopping Sites? Used Sites to Compare Prices? Accessed Coupons? Made Purchases? Have not used for any of these activities Do not have this type of device
At-home Internet
Mobile-Tablet
Mobile-Smartphone
 
 
 
28. If your favorite outlet center were to develop a mobile app which could sense when you were in the center and notify you of special retailer sales and promotions, how likely would you be to download and use that app on your smartphone?
 
I would definitely download and use
 
I would not download and use
 
I am undecided
 
 
29. In the past 90 days, how recently have you visited the fashion sites listed below?
None/have not visited 1-3 Times 4-6 Times 7-10 Times More than 10 Times
Rue La La
Gilt
HauteLook
Amazon.com
Nasty Gal
Wanelo
Zulily
 
 
30. Among the sites that you have visited (repeated below), how much did you spend on your most recent visit?
Nothing Under $50 $50 to $100 $101 to $250 $251 to $500 More than $500
Rue La La
Gilt
HauteLook
Amazon.com
Nasty Gal
Wanelo
Zulily
 
 
31. How likely are you to use each of the following means to receive sale information and/or sales coupons for apparel?
Already Using Don't Use Now, but Likely to Use in Near Future Do Not Use/Unlikely to Use Not Sure/ Uncertain
Emails from stores I have chosen
Emails from shopping centers I have chosen
Shopping center websites
Mobile/smart phone applications
Facebook
Twitter
Pinterest
Websites like Rue La La, Gilt, etc.
Retail store websites
Customer loyalty clubs/programs
Hotel staff/In-room guide/Tourist publication
Displays & signage throughout a shopping center
Direct Mail
Newspaper
 
 
 
32. What would be your most preferred method of communication for receiving sale information and/or sales coupons for apparel?
 
Emails from stores I have chosen
 
Emails from centers/malls I have chosen
 
Mobile/Smart Phone Apps
 
Social sites like Facebook/Pinterest
 
Twitter
 
Shopping center websites
 
Direct mail to my home
 
Newspaper(s)
 
Other
 
None of the above/not sure

 
 
 
THESE LAST FEW QUESTIONS ARE ASKED TO HELP US CATEGORIZE ALL THE INFORMATION YOU HAVE GIVEN US.
 
 
 
33. Which category best reflects your employment status?
 
Manager/Proprietor/Technical/Professional
 
Homemaker/Full-time stay-at-home parent
 
Clerical/Administrative
 
Laborer/Craftsperson
 
Self-employed
 
Armed Services/Military
 
College student
 
High school student
 
Other student
 
Retired
 
Not employed
 
Other
 
 
 
34. Which of these categories best describes the highest level of education you have completed?
 
Less Than High School
 
Some High School
 
High School Graduate
 
Associate's/Vocational School
 
Some College
 
College Graduate
 
Post College Graduate
 
 
 
35. How many children under age 18 live in your household?
 
No Children
 
One Child
 
Two Children
 
Three or More Children
 
 
 
36. Which of these categories best describes you?
 
Caucasian
 
African-American
 
Hispanic/Latino
 
Asian/Pacific Islander
 
Native American
 
Other race
 
 
 
37. Are you of Hispanic origin?
 
Yes
 
No
 
 
 
38. Which of these categories best describes your age?
 
13-17
 
18-24
 
25-34
 
35-44
 
45-54
 
55-64
 
65-Plus
 
 
 
39. Which of these categories best describes your total household income before taxes?
 
Under $35,000
 
$35,000-$49,999
 
$50,000-$74,999
 
$75,000-$99,999
 
$100,000-$149,999
 
$150,000-$199,999
 
$200,000-$249,999
 
$250,000 or More
 
 
 
40. What is your 5-digit zip code?
   
 
 
 
41. What is your gender?
 
Male
 
Female