VIA Outlets unveils new branding with big digital focus

By

Sandra Halliday

Published
Sep 23, 2021

European outlet malls operator VIA Outlets has unveiled a new corporate look and feel “following an extensive rebranding undertaking”.

It said the new development “clarifies” its brand purpose as “redefining the outlet shopping experience and refocuses its mission and brand experience towards digital transformation and sustainability, which will sit alongside the company’s 3 R’s strategy of remodelling, remerchandising and remarketing”.

It also comes with a new visual identity and updated logos for both the company and the centres, as well as the refreshed brand promise Going Places, “which will influence the company’s future positioning”.

The company currently operates 11 premium outlet locations across Europe and the rollout of the new brand starts now, continuing throughout the rest of the year.

Its marketing chief Jorge Loconsole said the previous branding had been in use since the foundation of the company in 2014. And he added: “Over the past seven years, VIA Outlets has evolved in many ways, including the structure of the company and the activities we are focusing on, and we wanted to create a new brand positioning to better reflect the organisation we are today. This represents a bold step forward for our organisation as we look towards the future and the next chapter of our development”.

And CEO Otto Ambagtsheer added that having moved from a fund to a corporate structure last year when APG became its sole investor, “in many ways it feels like a new beginning for the company, which made it an ideal moment in time to refresh the brand and solidify both our brand promise and positioning”.

As mentioned, digital will be a big part of its new promise to redefine the outlet shopping experience. This will include, among other initiatives, the implementation of “a host of business intelligence platforms to manage the growth of the pan-European portfolio, as well as ensure the company is equipped to undertake planned developments and potential acquisitions when opportunities arise”.

It said that some of the most significant implementations include Yardi technology to support property management, leasing and retail teams and the implementation of a Customer Intelligence Platform consolidating all data from its partners into a single source. This should “provide unique insights into the company’s loyalty programme Fashion Club, a higher ROI on media investments, and a better understanding of guest demographics and shopping habits, which can in turn be shared with VIA Outlets’ brand partners to help optimise their performance in the centres”.

There’s also a big sustainability element alongside the new branding. Under the Beyond Sustainable umbrella, it will implement a strategy focusing on four key pillars: Sustainable Buildings, Resilient Communities, Conscious Consumers and Engaged Stakeholders. This “aims to strike a balance between promoting the interests of VIA Outlets’ stakeholders and being successful in its business whilst protecting the environment”.