Some companies, like Coach, already have a strong presence in outlet malls, while others, like Levi Strauss, are working to increase their outlet divisions. But experts say certain brands usually very high end ones don t have outlet stores and probably never will. Michael Levy, a professor of retail marketing at Babson College, says these brands are worried that making their products too accessible could reduce the number of customers willing to pay top dollar. You re not going to find an outlet store for Rolex wristwatches, he says. It s the same reason why some companies take a tiered approach (think Giorgio Armani versus Armani Exchange).
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