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National Public Radio's Marketplace had a story over the weekend about how some outlet malls - which have been celebrated of late because they've avoided the hard times that have hit so many traditional malls around the country - are changing the way they do business, hoping to attract more shoppers who will spend more money.

Part of the effort is focused on offering better food options, but they're also beginning to open stores that are selling products at full price.

The story says that the outlet malls "are moving into the mainstream to reach even more millennial shoppers, who spend more on apparel than any other group."

And retailers, which "used to have restrictions keeping outlets far away from their full-price stores," now are relaxing or eliminating those restrictions."
KC's View:
I could be wrong about this, but it seems to me that the fastest way to make outlet malls less relevant to shoppers would be to start introducing elements that are at odds with the basic value proposition.