Cultural Outlets

This past weekend, I did a little market anthropology by visiting a couple of outlet malls. Driving north out of Atlanta, there are several large and small discount malls that I pass en route to my mountain cabin.

I remember back about 25 years ago working on a chain of outlet malls while at an agency in Tennessee. Back then outlet malls were expanding from the hinterlands to right smack in suburbia where the Jones could get the fashion name brands at true discount prices.

Times do change.

For the average middle and upper middle class American, out are the name brands and department stores and in are places like Target and Trader Joes where “you pay less and be cool.”

The cheaper Mossimo and Keanan Duffy T-shirts have replaced the pricey Ralph Lauren Polo label. And “Two Bucks Chuck,” the Trader Joes wine line makes evening dinners at home affordably chic.

So who’s out seeking Ralph, Calvin and Tommy for visual endorsement?

In many ways, outlet malls have become the gathering place of the new working class…many emerging from South-of-the-Border.

First generation Americans celebrate success and wear it proudly on their sleeves. Brand names are symbols of achievement like merit badges in the Boy Scouts.

Are savings accounts and stamp books coming back in Vogue among the established class?

Maybe so…

Gone are the days of the high fashion outlet malls, but hey… if Jorge can get a Tommy jacket for 15% less than at the suburban mall… Es un Trato! (that’s a deal!)