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Market Alterations: Anthony Lupo and Steve Birkhold Talk Retail Trends

California has been a target for shoppers across the globe long before Rodeo Drive made its debut on the big screen in Pretty Woman. Yet because many major metropolitan areas in California are sprawling and lack the densification found in most urban areas, shopping centers must have strong strategies to attract customers for reasons other than to simply shop.

Enter the evolution of the outlet as a “destination center,” rather than simply an area “where the locals shop,” as it was once branded. And its rapid proliferation is not confined to just the West Coast – factory outlets are currently the nation’s fastest developing sector of the retail industry, offering entertainment and amenities, in addition to retail stores. But do these new ways of conducting business bring about different issues (read: more lawsuits) for retailers and those involved?

In this episode of Fashion Counsel, partner Anthony Lupo discusses California retail trends and the continued progression of shopping outlets with strategic retail consultant Steve Birkhold (previously CEO of Lacoste, Diesel, BEBE, and Earl Jeans) before a live audience at Bisnow’s Annual Retail & Mixed Use Forum in Los Angeles.