The number of outlet malls abroad is growing. Since 2006, at least 28 have been built in China, with 15 more slated for construction this year. In Europe there are 148, says Brendon O Reilly, head of the European Outlet Retailers and Developers Association. And he expects that number to double by 2020. European outlet malls tend to stock fewer made for outlet goods because of a continentwide undercapacity of outlets, he says, and some landlords prohibit such goods anyway. So shoppers there know they are getting the real thing. Plus, in certain countries like Germany, Belgium and Switzerland, it is illegal to show two prices on any item at the same time, he says, so shoppers are protected from deceptive reference pricing.
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