See inside the luxury shopping village that's like Disneyland if you're looking to pick up Dior and Gucci at a discount

Alexandra BaconAug 18, 2024, 17:51 IST

Bicester Village is a designer outlet shopping center, located in rural England. Alexandra Bacon<ul class="summary-list"><li>Bicester Village is an open-air luxury shopping outlet located in Oxfordshire in the UK.</li><li>Its main appeal is heavy discounts on high-end luxury brands like Dior, Prada, and Gucci.</li></ul>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 <a target="_blank" class href="https://jobs.thebicestercollection.com/go/Bicester-Village/8904501/#:~:text=Our%20story%20began%20here%20in%201995%2C%20in,to%20the%20Cotswolds%2C%20which%20encompasses%20parts%20of">millions of visitors every year</a> — some of which travel from <a target="_blank" class href="https://www.businessinsider.com/rich-chinese-millennials-status-symbol-solo-travel-no-group-tours-2024-6">China</a> 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 <a target="_blank" class href="https://www.businessinsider.com/lvmh-brands-iconic-luxury-goods-bernard-arnault-2019-10">LVMH</a> and Kering.<a target="_blank" class href="https://www.businessinsider.com/luxury-brands-slash-prices-in-china-burberry-marc-jacobs-2024-7">Discounting can be a dirty word</a> 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:

From the moment you arrive at the train station in London where you catch the train to Bicester Village, it feels like a premium experience.

Bicester Village has a concierge kiosk at Marylebone train station in London. Alexandra Bacon

Bicester Village has its own train station at the other end. Loads of passengers got off the busy train and appeared to come prepared with large suitcases for their new purchases.

The busy train platform at Bicester Village station.Alexandra Bacon

Bicester Village has its own train station at the other end. Loads of passengers got off the busy train and appeared to come prepared with large suitcases for their new purchases.

It's clear the experience is targeted at tourists. Signs are written in Arabic, Mandarin, and English.

Bicester Village is a hot spot for international tourists.Alexandra Bacon

When you arrive at the train station in Bicester, there's a Ralph Lauren Coffee stand, a large, comfy waiting area, and a staff member to greet you — not a common feature in UK train stations.

It has a more plush waiting room than other stations in the UK.Alexandra Bacon

When you arrive at the train station in Bicester, there's a Ralph Lauren Coffee stand, a large, comfy waiting area, and a staff member to greet you — not a common feature in UK train stations.

Walking down the tree-lined paths from the station, you could almost be tricked into believing you were in a quaint English town.

A plant-lined path leads the way to the village.Alexandra Bacon

But there's something eerie about this Disneyland-esque shopping center — the buildings look more like a film set than a real village.

The entrance to Bicester Village.Alexandra Bacon

The artificial design of the place does make it convenient for those visiting. You're never too far from a concierge to advise you on your queries or guide you to your next shop.

Concierge kiosk at Bicester Village.Alexandra Bacon

The artificial design of the place does make it convenient for those visiting. You're never too far from a concierge to advise you on your queries or guide you to your next shop.

The red telephone boxes proved popular with tourists, who took photos in a seemingly quintessential English environment.

There are obvious attempts to appeal to tourists with quintessentially British things like telephone boxes.Alexandra Bacon

Bicester Village feels like a luxury shopping experience, from the clean streets to the immaculately presented stores.

The tree-lined streets of Bicester Village are clean.Alexandra Bacon

LVMH isn't widely known to discount its brands. But tucked away in Bicester, shoppers can get discounts at LVMH-owned brands like Dior, Fendi, and Loewe.

The line outside the Dior store in Bicester VillageAlexandra Bacon

High-end stores like Balenciaga and Gucci are presented much like their full-price counterparts.

Many of the stores are displayed in a similar way to their full-price counterpartsAlexandra Bacon

The Bottega Veneta store had an array of bags displayed without it feeling too crowded.

Bottega Veneta bags at Bicester Village.Alexandra Bacon

Many stores like Prada had a full-price rack of the current season clothes.

The Prada store at Bicester Village.Alexandra Bacon

These luxury items are definitely still expensive but considerably less than retail prices.

Prada store at Bicester Village.Alexandra Bacon

There are also more affordable brands like Ralph Lauren, and even these don't feel like discount stores.

Ralph Lauren store at Bicester Village.Alexandra Bacon

There are also beauty stores and candle stores like Diptyque selling products at considerable discounts.

Prices of Diptyque at Bicester Village.Alexandra Bacon

The restaurants in the village are also upscale, like Mediterranean restaurant and deli, Ottolenghi.

Ottolenghi is a UK-based Mediterranean food chain.Alexandra Bacon

Bicester Village in the UK is one of 11 shopping villages worldwide owned by Value Retail.

Bicester Village shopping center.Alexandra Bacon

The parent company is set to open its first stateside village in New York in September.

Burberry at Bicester Village.Alexandra Bacon

Selling at a discount can ruin the feeling of exclusivity and scarcity for luxury brands.

Burberry bags at Bicester Village.Alexandra Bacon

But by keeping hidden away in a pristine manufactured village, these brands avoid falling into that trap and still keep an air of luxury.

The entrance and exit to Bicester Village.Alexandra Bacon

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See inside the luxury shopping village that's like Disneyland if you're looking to pick up Dior and Gucci at a discount

From the moment you arrive at the train station in London where you catch the train to Bicester Village, it feels like a premium experience.

Bicester Village has its own train station at the other end. Loads of passengers got off the busy train and appeared to come prepared with large suitcases for their new purchases.

It's clear the experience is targeted at tourists. Signs are written in Arabic, Mandarin, and English.

When you arrive at the train station in Bicester, there's a Ralph Lauren Coffee stand, a large, comfy waiting area, and a staff member to greet you — not a common feature in UK train stations.

Walking down the tree-lined paths from the station, you could almost be tricked into believing you were in a quaint English town.

But there's something eerie about this Disneyland-esque shopping center — the buildings look more like a film set than a real village.

The artificial design of the place does make it convenient for those visiting. You're never too far from a concierge to advise you on your queries or guide you to your next shop.

The red telephone boxes proved popular with tourists, who took photos in a seemingly quintessential English environment.

Bicester Village feels like a luxury shopping experience, from the clean streets to the immaculately presented stores.

LVMH isn't widely known to discount its brands. But tucked away in Bicester, shoppers can get discounts at LVMH-owned brands like Dior, Fendi, and Loewe.

High-end stores like Balenciaga and Gucci are presented much like their full-price counterparts.

The Bottega Veneta store had an array of bags displayed without it feeling too crowded.

Many stores like Prada had a full-price rack of the current season clothes.

These luxury items are definitely still expensive but considerably less than retail prices.

There are also more affordable brands like Ralph Lauren, and even these don't feel like discount stores.

There are also beauty stores and candle stores like Diptyque selling products at considerable discounts.

The restaurants in the village are also upscale, like Mediterranean restaurant and deli, Ottolenghi.

Bicester Village in the UK is one of 11 shopping villages worldwide owned by Value Retail.

The parent company is set to open its first stateside village in New York in September.

Selling at a discount can ruin the feeling of exclusivity and scarcity for luxury brands.

But by keeping hidden away in a pristine manufactured village, these brands avoid falling into that trap and still keep an air of luxury.