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Jun 08, 2008

ガソリン高騰どこ吹く風、アウトレット“満車”

ガソリン高騰どこ吹く風、アウトレット“満車”

レギュラーガソリンの平均価格が170円を突破する中で、アウトレットモールが好調だ。生活必需品の相次ぐ値上げが家計を圧迫する中、「いい商品を安く買いたい」という節約志向が追い風になっているようだ。
[FujiSankei Business i.]
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 ガソリン価格の急騰が郊外立地の商業施設を直撃するなか、アウトレットモールが好調だ。駐車場は満車状態で、駐車待ちのクルマが列をつくる。高級ブランドの直営店が軒を連ね、最新シーズンの商品が並ぶ。流行遅れや傷物商品の在庫処分のイメージはどこにもない。安く買い物ができて、家族連れやカップルで丸一日楽しめる“レジャー”として定着。消費者の節約志向が逆に追い風となっており、全国展開する大手デベロッパー2社は、新規出店や増床を加速している。

2強が競い合い

4月の開業以来、大盛況が続く三井アウトレットパーク入間=埼玉県入間市 4月10日に埼玉県入間市にオープンした「三井アウトレットパーク入間」。ゴールデンウイークの11日間で計約44万人が訪れ、周辺の道路が混雑し臨時駐車場の増設や警備員の増員に追われるほどの大盛況。開業1カ月の来場者は目標を約3割も上回った。

 “在庫処分店”を一堂に集めたアウトレットモールは1980年代に米国で生まれ、90年代に日本に上陸。全国で現在約30施設が営業している。

 「三井アウトレットパーク」を7カ所で運営する三井不動産と、6カ所の「プレミアム・アウトレット」を持つチェルシージャパンが2強。チェルシーは、三菱地所と米チェルシープロパティグループなどの合弁会社だ。

 「ブランドがそろい、いつも安く提供されている。遠くてもレジャーや遊びの要素があり、野外空間でゆったり買い物ができる」

 チェルシージャパンの鈴木勝博執行役員は、人気の理由をこう解説する。

 チェルシーの出店条件は、大都市からクルマで90分圏内で行楽地が近いこと。都心の店舗と競合する心配がないため、有名ブランドを誘致しやすいうえ、観光客も取り込めるからだ。

 7月に佐野店(栃木県佐野市)を増床し新たに26ブランドを加えて新装オープンするほか、今秋に仙台市、来夏には茨城県阿見町にも進出。今後5年で13~15施設まで増やす計画だ。2000年の御殿場店の開業以来8期連続の増収増益を続け、08年3月期の売上高は1500億円を超えた。

 「宝探し的な買い物がエンターテインメントとして支持されている」と分析するのは三井不動産商業施設本部の担当者。三井アウトレットパークでは、ライブなどのイベントを開いたり、子供が遊べるスペースや託児所なども設けている。

 同社は9月に仙台市に8カ所目をオープン。入間と合わせ8カ所が通年営業する10年3月期の売上高は08年3月期の1092億円から1500億円に拡大する見込みだ。

節約志向追い風
 出店するテナントにとってもアウトレットモールは魅力的。

 えりすぐりのブランドを集めたセレクトショップのビームスは8カ所のモールに出店。品ぞろえを充実させるため、アウトレット限定商品も売り出した。担当者は「集客力が高いうえ、従来の店とは異なる多様なお客さまを取り込むことができる」と、メリットを強調する。

 アウトレットが消費者に定着するなか、出店テナントでは通常の店で販売する最新の商品でも、色やサイズが欠けると、すぐにアウトレット店の方に流すようになってきた。この結果、店頭には流行の商品が並び、商品の入れ替えサイクルも早まり、それが消費者をさらに呼び込んでいる。

 ガソリンや食品の相次ぐ値上げが家計を圧迫しているが、「いい商品を安く買いたいという意識はむしろ強まっている。ガソリン高騰の影響も今のところないし、今後もないだろう」(チェルシージャパン)と強気だ。

 ただ、新規開業と増床ラッシュで人気テナント争奪戦が起きているほか、規模や立地で見劣りする施設では売り上げを落とすところも出ており、生き残り競争も激しさを増しそうだ。

 アウトレットモールのテナントにはセレクトショップであろうと敷居の高さがない。また、店の種類も多いうえに価格も比較的(激安ではないが)安価とくればいかない手はない。果たして通常の百貨店業界の売り上げにも影響を与えているのだろうか??

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Tracked on Jun 08, 2008 at 07:28 PM

» 三井アウトレットパーク 入間 [Kimagure Diary]
オープン以来、かなり混雑が続いているということで避けていた『三井アウトレットパーク 入間』ですが、やっと落ち着いてきたということで行ってきました。とにかく多摩南大沢とは比較にならないくらい敷地が広い分、お店の数がずば抜けて多かったです。これだけお店の数が多いと、長い時間ぶらぶらと歩いていても飽きないし、楽しいですねぇ!多摩南大沢などの比較的近場にあるアウトレットモールには、フードコートがあるところがかなり少ないですが、入間にはある上、かなり広くて充実しているので嬉しいところですねぇ!... [Read More]

Tracked on Jun 21, 2008 at 08:54 PM

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