News from Fashion Arena Prague Outlet
Fashion Arena Prague Outlet in Štěrboholy will celebrate its 12th birthday this year. What is behind the success of this unique outlet center, where you can find more than 100 business units? Over the past year, the Fashion Arena Prague Outlet has achieved several other major successes, consolidating its strong market position. Newly opened brands, record attendance, popular Fashion Arena Fashion Club and shine of exceptional events.
New premium brands
At the Fashion Arena Prague Outlet, customers can choose from products of more than 200 international and local brands. It offers a variety of fashionable clothing, footwear, underwear, sports equipment, leather goods, travel suitcases and bags, jewelry, cosmetics, toys and household items, all in one place. Since the beginning of 2019, the portfolio has increased to include several major names. Worth mentioning is the opening of a multi-brand store including HUGO by Hugo Boss, PENNYBLACK and McQ by Alexander McQueen, Skechers, Sparky's toys, the Outly sunglasses shop, the German outdoor fashion brand Camel Active and the nail studio Cloudy Spa.
New customer services
A great benefit is the direct bus connection from the city center, operating at a higher frequency and from more interesting tourist stops in the center of Prague since May. Fashion Arena Prague Outlet provides free shuttle bus transport for its visitors from three stops in Prague. In June, a stop directly on Wenceslas Square was added to the original platforms at Revoluční Street and Old Town Square. A record in the number of passengers transported was broken in July.
In the long term, the management of the center has been taking care of foreign visitors‘ satisfaction. The effort resulted in opening of the contemplation room and availability of the VIP Lounge. The latter one is most frequently used for B2B partners: travel agencies, tour operators and DMCs or congress partners and their VIP guests, as well as for example fashion shows or private product presentations for selected groups of customers. The VIP Lounge is fully equipped with snacks and drinks, including sparkling wine, available to guests at all times alongside their own toilet, dressing room, print publications and music.
In the run of 12 months the Fashion Arena Prague Outlet has welcomed visitors of approximately 60 nationalities. Within the MICE sector, it has hosted groups from Saudi Arabia, Egypt, India, Brazil and the Philippines. A record visit was a group of 700 people. Infrastructure and parking are always adapted to these large groups, where 25 buses can be parked at the same time.The shop managers restock their products assortment, additional pay stations are set up or an independent “Guest Relation Manager” is called in to coordinate the group on site and assist guests with their requests in their native language. Most recently, a Portuguese-speaking colleague from a sister outlet in Lisbon has taken up this position.
Events in many variations
Special events held on the premises of the center are an amusing addition to daily operations. For example, the Fashion Arena Hotel Competition award ceremony, the ACK (national travel agencies association) meeting, the annual May party as a thank-you to B2B partners or the latest fashion show for expats from the Middle East on the occasion of the Eid holiday are currently on the list. These events often take place on the terrace of the center, which can accommodate large groups of over 300 people.