Market Data 
An hour outside London by train is Bicester Village — a discount open-air shopping center presented like a quaint English town.
The village is set up for tourists: red telephone boxes, pristine streets, and friendly staff in flat caps to guide you through your shopping experience.
For its millions of visitors every year — some of which travel from China and the Middle East, for example — it seems like a quintessential English shopping experience.
With the added benefit of heavy discounts on high-end designer brands from luxury conglomerates like LVMH and Kering.
Discounting can be a dirty word for luxury retailers, which are keen to maintain exclusivity and scarcity to justify sky-high prices.
In July, L Catterton, an LVMH-backed private equity fund, bought a £1.5 billion ($1.9) stake in Value Retail, the parent company of Bicester Village. And this concept is soon to open in the US.
It shows that discounted luxury means big business.
So luxury brands must toe the line between these discounts and keeping an air of luxury in the shopping experience.
Bicester Village is a perfect example of how luxury brands can sell off items for a discount without sacrificing the premium shopping experience.
Business Insider went there to find out how it does this:
