Florentia Village: Designer Outlet Shopping Destinations in Luxurious Italian Paradise
In 2018, Florentia Village attracted nearly 18 million customers and generated USD 1.2 billion in sales revenue, with a year on year growth of 22%.
China's successful retail spaces can no longer be simple avenues to purchase goods – they must be gathering places for friends and family, playgrounds that entertain children, showcases of the newest lifestyle trends, dining destinations that please the palate – a hotspotto see and be seen, to indulge and enjoy.Retail paradises such as these are no longer few and far between, thanks to Florentia Village,the leading luxury designer outlets at six locationsacross Greater China, with the Jungle-themed entertainment center which is the first and the largest of its kind in China industry, accompanied by a new online shopping experience at the Florentia Village e-commerce platform FVoutlet.com.
Cementing leadership in the luxury outlet industry
In the face of China's consumption upgrade and expanding middle class, the market's current retail supply is falling short to satisfy demands for high-quality products from international brands at accessible pricing. Yet Florentia Village, through strong relationships with the world's most famous luxury brands, is able to secure an extensive brand portfolio offering world class shopping and international standard of customer service, all wrapped together in an entertaining lifestyle destination.
Consumers in Beijing-Tianjin, Shanghai, Guangzhou-Foshan, Chengdu, Wuhan, Hong Kong and their neighboring areas can enjoy one of six Florentia Village centers, each uniquely designed to evoke the romantic luxury of its namesake Florence in a one-of-a-kind shopping environment. Florentia Village has been offering unparalleled lifestyle experiences since 2011 under leading Italian real estate developer RDM Group, cementing its leadership in the region's luxury outlet industry as it provides access to more than 300 international brands including all luxury brands operating outlets. To date, it has achieved a combined total leasing area of 300,000 square meters, 1,200 shops, 18 million visitors annually and over 1.3 million VIP members.
Earning loyalty for sustainable growth
As China's consumers upgrade in consumption power, they are also refining their needs for customer-centric services. In their preference for a tailored service experience, Chinese consumers are returning again and again to Florentia Village, ensuring that the company is primed to grow sustainably. PRESTIGE, its loyalty membership program, provides exclusive access to special offers, bespoke services and VIP experiences. The VIP lounge often collaborates with renowned luxury and designer brands on private events, complete with gifts, workshops and drinks, giving selected guests access to exclusivediscounts and limited-edition products.
Innovating New Retail at the pace of e-commerce
As the world's largest e-commerce market, China continues to astound the world with staggering numbers. Successful retail strategies must address these intense consumer preferences for online shopping, as Florentia Village has done with FVoutlet.com.
China's luxury customers do not always have the immediate access to physical retail centers they crave, and lack trust in online platforms with unverified or fraudulent products. To deliver 24-hour access to great deals on verified collections from world-famous luxury and designer brands, FVoutlet.com was launched in early 2018 as the perfect online extension of the Florentia Village experience. Other digital-focused innovations have followed in suit to empower the platform: an omnichannel pop-up concept was launched in late 2018, where in-store customers browsed collections across Florentia Village stores from a virtual window; and with “Second Life” package service, FVoutlet.com customers can return packaging to give it an environmentally friendly “second life”.Where other retail centers struggle to integrate the offline-to-online experience, Florentia Village is the first and only outlet mall in China to have an extensive omnichannel new retail strategy, spanning physical locations, virtual pop-up stores, e-commerce platforms, a WeChat Mini Program, e-gift card platform and digital member loyalty program, providing shoppers a seamless shopping experience with a luxurious touch.
Redefining the retail-tainment experience
Millions of shoppers are flocking to new retail destinations in search of exciting experiences in not just shopping, but also dining and lifestyle. The “retail-tainment” experience is being redefined at Florentia Village centers, with large-scale locations that are fashioned after Italy, complete with gondola rides down canals and a central fountain encircled by Italian Renaissance architecture; or Hong Kong's sleek downtown location that embodies modern Italian opulence. Between creative pop-ups, musical events and food fairs, customers always have something new to discover at Florentia Village. In Guangzhou and Wuhan, a jungle-themed Family
Entertainment Center provided unique adventure for children and adults alike, with entertainment facilities encompassing thousands of square meters. In a collaboration with Pitti Uomo Guest Nation China, Florentia Village is supporting the growth of young Chinese talent and instilling a stronger return of Italian fashion to China. Florentia Village never fails to excite and surprise, and discovery abounds around every corner.
Maurizio Lupi, Managing Director of Florentia Village and RDM Asia, lent his insights into how successful retail developers cut through the competition. “We have been winning customers over with a thoughtfully crafted combination of highly-desired brands, on- and off-line accessibility, experiential lifestyle offerings and an exceptional loyalty program,” he explained. “Now with a seventh location slated to open in Chongqing by Spring 2021 and thelaunch of new pipelines in other cities in China and South-East Asia, Florentia Village is continuing to invest in satisfying Asia’s growing demands for a lifestyle experience only we can deliver.”
To learn more about Florentia Village, please visit:
Facebook: @Florentiavillage
Instagram: @ Florentiavillage
Weibo: weibo.com/florentiavillage
LinkedIn: Florentia Village
