Scottsdale Fashion Square grows its mix of high-end, affordable stores
More stores have moved into Scottsdale Fashion Square this year than have moved out, helping the shopping mall attract shoppers seeking everything from high-end goods to affordable fashions.
Lines of shoppers formed outside of the mall’s new H&M store when the Swedish clothing retailer opened last month, and a big share of those strolling the mall on a recent Thursday night were carrying H&M’s red-and-gray bags.
Recently, Ted Baker London celebrated the opening of its Fashion Square store, which sells an eclectic, pricier mix of T-shirts for both sexes, dresses for women and suits for men. The London retailer, which opened another store in Santa Monica, Calif., this week, likes being among a mix of retailers, assistant marketing manager Jodie Hughes said.
“They’ll shop H&M, they’ll shop Gucci, and they’ll pop in here for a nice silk dress,” she said of Ted Baker’s clientele.
Shopper Teddi Enyart of Phoenix called Fashion Square’s portfolio of Ted Baker, Barneys New York and H&M, “an affordable mix. I’m able to shop here now.”
Enyart eyed a Ted Baker butterscotch-colored leather jacket. She and her husband recently bought a house, and the jacket’s $550 price tag was over her budget, she said.
Steven Koeppel, owner of Scottsdale Jean Co. in the Scottsdale Airpark, complimented the mall on adding a great mix of stores.
“Price point has become so important in this economy,” said Koeppel, who closed a Peoria store this year. “It’s affordable fashion, but once the economy does turn, you want that (upper-end) clientele.”
With its massive size, Fashion Square can appeal to both the luxury and the moderately priced markets, said Steve Helm, assistant vice president of property management for mall owner Westcor. Westcor’s vision for the mall is one of broad appeal, he said.
“Over the last couple of years, we’ve solidified the high-end designer categories and continued to improve on them,” Helm said. “Forever 21, Charming Charlie and H&M are doing very well and expanding, so we are taking advantage of their broader market appeal and willingness to open stores.”
Several of the stores occupy the Barneys New York wing, which opened last fall. Since the expansion, traffic has risen “in the strong double digits,” Helm said, and comparable-store sales are exceeding those of last year.
The mall continues to expand its offerings outside the apparel world.
A Toys “R” Us Express opened in June, bringing shoppers a smaller version of the toy superstore and giving the retailer access to the mall’s foot traffic. The store will be open through January, spokeswoman Jennifer Albano said.
Furniture store LoveSac opened, selling updated versions of beanbag-style chairs, modular chairs and sofas.
Z Gallerie, a furniture and home-decor store, is returning this fall, Helm said. The California chain closed its Fashion Square and Tempe stores in early 2009 but has completed reorganization in U.S. Bankruptcy Court.
Three stores did not ride the economic waves well and have left the mall:
• Vilebrequin, a French maker of men’s surfer-style swim trunks.
• Arthur, a French retailer, which sold pajamas and loungewear for families. Its Fashion Square store was its first in Arizona, and despite a location in the new Barneys wing, “it didn’t catch on,” Helm said.
• Stash Collections, an upscale denim store whose original Los Angeles location was a celebrity favorite. Stash pulled its stores in Kierland Commons in northeastern Phoenix and Dana Park Village Square in Mesa.
Three stores gave themselves new looks, Helm said.
Papyrus, which sells stationery and other paper products; Swarovski, a jewelry and accessories retailer; and Kate Spade, which sells handbags and accessories, closed, renovated and reopened during the year.
Two stores are under construction.
Free People, with Bohemian/vintage fashions for women, is due to open in late August or September. David Yurman, a jeweler that caters to affluent customers, is to open a store in October.
The mall will take part in Fashion’s Night Out on Sept. 10, with in-store activities, and it will host Scottsdale Fashion Week in early November.
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