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Chic Outlet Shopping® pioneers luxury shopping as a MICE activity

With nine luxury shopping destinations located within an hour of Europe’s most iconic destination cities – and capacity for groups of 10–2,500 – the Collection of Chic Outlet Shopping® Villages in Europe have become popular venues for groups, events and incentive programmes of every size. At the Chic Outlet Shopping® Villages, attendees can enjoy a unique combination of luxury brand experiences, distinctive settings and superior hospitality services, integrated into bespoke groups, events and incentives programmes.

In 2013, the nine Chic Outlet Shopping® Villages in Europe hosted 483 events and welcomed more than 36,400 attendees from 51 countries. As word spreads in the MICE community of the unique Groups & Events (MICE) offer at the Chic Outlet Shopping® Villages, the venues have become increasingly popular choices for groups, events and incentive programmes. In the first quarter of 2014 (January – March), there has been a 75% increase in attendees compared to the same period last year, showing the growing popularity of luxury brand shopping as a MICE activity. Much like the Chic Outlet Shopping® Villages themselves, the groups and events programmes attract a wide range of international guests: so far this year, delegates from Asia have accounted for 62% of groups and events at the Villages, and 57% of attendees.

As an investment in this growing aspect of its business, Chic Outlet Shopping® has now developed an online booking platform for its Groups & Events (MICE) offer, to offer a best-in-class approach to bookings and enquiries. Through the platform, clients can view pages that clearly define the Groups & Events (MICE) offer at each Village, engage with channel and corporate clients, and book groups and events activities.

Chic Outlet Shopping® recently announced the appointment of Marcelo Molinari as its Head of Groups & Events (MICE). Mr Molinari has considerable professional experience in the events sector, with a particular focus on business development and promotion in the meetings and events industry, in which he has more than 15 years’ experience working for both institutions and private corporations. In his new role, Mr Molinari will be implementing the Chic Outlet Shopping® strategy to promote groups and events across the Collection of Villages in Europe.

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