Unsold inventory, its presence on the market and the risk of brand equity dilution is a growing risk in fashion & luxury business.

Burberry recently run into a reputational scandal, when articles revealed its policies in destroying vast amounts of unsold products to protect the brand.

Online outlets, off-price websites and grey market e-tailers represent a threat to the digital value perception of the brand.

Physical outlets seem to answer best at this rising need.

In our store location dataset we break down Gucci stores composition: over the last 3 years outlet stores grew from 17 to 42 worldwide.

Gucci outlet stores growth 2015-2018
Gucci outlet stores growth 2015-2018