1. Surveys
  2. 2014
  3. September
  4. V
  5. VRN National Outlet Center Survey (2014)
 
 
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 (such as Gap, Aeropostale, Chico's, Macy's, etc.)
* 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?
 
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.)
 
Outlet/Factory Outlet Center
 
Enclosed Mall
 
Any Retail Store Website (such as Gap, Aeropostale, Chico's, Macy's, etc.)
 
"Main Street" or Free-Standing Stores (including local and national stores)
 
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 shopping experience
 
The location (i.e. close to my home)
 
The brand names that are represented in outlets
 
The number and variety of stores in one place
 
The value outlet centers deliver
 
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 closest outlet is too far from where I live
 
The quality of the merchandise does not represent good value
 
Outlets do not have the stores/brands that I like
 
I don't like the experience - i.e. the crowds, the parking, etc.
 
I prefer/sometimes prefer to shop at regular retail stores
 
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
 
Easier layout to make finding and shopping at the stores more convenient
 
More food court eating places
 
More sit-down restaurants
 
Improved aesthetics to make the center more attractive
 
Locations closer to where you live
 
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.
 
More restrooms
 
Children's play area
 
Smartphone apps that alert you to specific deals while in the center
 
Concierge/personal shopper services
 
More benches and seating areas
 
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
 
Kohl’s
 
T.J. Maxx
 
JCPenney
 
Stein Mart
 
Marshalls
 
Macy’s
 
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.
 
Abercrombie & Fitch
 
Adidas
 
Aeropostale
 
Aldo
 
American Eagle Outfitters
 
Ann Taylor
 
Banana Republic
 
Brooks Brothers
 
Burberry
 
Chico's
 
Coach
 
Cole-Haan
 
Columbia Sportswear
 
Crate and Barrel
 
DKNY
 
Express
 
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.
 
Famous Footwear
 
Forever 21
 
GAP
 
H & M
 
J. Crew
 
Jones New York
 
Jos. A. Bank
 
Kate Spade
 
Kenneth Cole
 
LOFT
 
Lucky Brand
 
Lululemon Athletica
 
Michael Kors
 
Nautica
 
New York & Co.
 
Nike
 
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.
 
Nine West
 
Polo Ralph Lauren
 
Prada
 
Restoration Hardware (RH)
 
The North Face
 
Theory
 
Tommy Hilfiger
 
Tory Burch
 
Under Armour
 
VF Outlet
 
Victoria's Secret
 
Vince
 
Vineyard Vines
 
White House | Black Market
 
Williams-Sonoma
 
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. Of the amount you spent on apparel, shoes and accessories in the past 12 months, what percentage would you estimate that you spent at: 1) outlet/factory outlet centers; 2) online store websites and/or fashion retail sites; and 3) all other shopping venues combined (including enclosed malls, open-air “lifestyle" fashion centers, other free-standing stores, etc.).

Note that your answers will automatically adjust to 100%.
1. Outlet/Factory Outlet Centers
2. Online store websites and/or fashion retail sites
3. All Other Shopping Venues
0
Values must add up to 100
 
 
 
* 23. 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
 
 
 
* 24. 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
 
 
 
* 25. 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
 
 
26. 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 (such as Gap, Aeropostale, Chico's, Macy's, etc.)
* Online Fashion Retail Sites (such as Amazon, Rue La La, Gilt, Wanelo, etc.)
 
 
27. 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 (such as Gap, Aeropostale, Chico's, Macy's, etc.)
* Online Fashion Retail Sites (such as Amazon, Rue La La, Gilt, Wanelo, etc.)
 
 
28. 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
 
 
 
* 29. 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
 
 
30. 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
 
 
31. 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
 
 
32. 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
 
 
 
* 33. 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.
 
 
 
* 34. 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
 
 
 
* 35. 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
 
 
 
* 36. How many children under age 18 live in your household?
 
No Children
 
One Child
 
Two Children
 
Three or More Children
 
 
 
* 37. Which of these categories best describes you?
 
Caucasian
 
African-American
 
Hispanic/Latino
 
Asian/Pacific Islander
 
Native American
 
Other race
 
 
 
* 38. Are you of Hispanic origin?
 
Yes
 
No
 
 
 
* 39. Which of these categories best describes your age?
 
13-17
 
18-24
 
25-34
 
35-44
 
45-54
 
55-64
 
65-Plus
 
 
 
40. 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
 
 
* 41. What is your 5-digit zip code?
 
 
 
* 42. What is your gender?
 
Male
 
Female