Macerich Caters to International Shoppers with Luxury Tourism Efforts
Capitalizing on the fact that shopping is the No. 1 activity by visitors to the United States, Macerich is redefining the shopping experience for the international shopper across its exclusive retail destinations in many of the country’s most attractive, densely-populated markets including New York, Chicago, Los Angeles, Washington, D.C. and Scottsdale.
In addition to their significant spending power, many affluent international travelers are drawn to purchase luxury goods in the United States in part due to favorable currency exchange rates in some foreign markets. Creating appeal and preference among affluent shoppers has been a cornerstone of Macerich’s tourism efforts, in turn, creating greater appeal for high-end retailers looking for brand-loyal luxury clientele.
As the luxury tourism market has grown and evolved, Macerich has created the perfect environment for top-tier brands to cater to the international shopper. Its dedicated Tourism Marketing Team is led by Assistant Vice President Kate Birchler, who has nearly 20 years’ experience within the tourism industry, holding various high-profile board positions at both the national and local level. Macerich Tourism partners with travel industry professionals from key global markets and the hyper-local markets to ensure shopping is included in the traveler’s must-do list.
The Macerich Tourism program extends its promotional outreach throughout the United States as well as global luxury markets including China, the UK, Australia, Mexico, Japan and India. Anticipated to be the No. 1 international market to the United States by 2020, with the largest purchasing power, Chinese nationals are an important demographic for Macerich’s shopping destinations. Hosting annual Lunar New Year celebrations, promoting China UnionPay incentive programs, and engaging with Chinese social media platforms like WeChat and Weibo, are important touchpoints for Macerich and its centers.
Macerich has also prioritized luxury marketing efforts as a member of Virtuoso, the leading luxury travel network in the world that facilitates partnerships between resorts, global travel agents and like-minded brands. Macerich properties like Scottsdale Fashion Square, Santa Monica Place and Tysons Corner Center work with Virtuoso to establish customized shopping experiences for the affluent traveler.
Macerich’s Scottsdale Fashion Square is a perfect case study to showcase the appeal of world-class shopping to the international visitor with its stable of high-end brands. With a focus on providing top-tier amenities, something the discerning affluent overseas visitor craves, the center will see a complete redefinition of the luxury wing as part of its redevelopment and expansion. The dedicated luxury wing includes a grand entry surrounded by sweeping, two-level luxury flagships, a concentrated collection of luxury brands – including Escada, Gucci, Louis Vuitton, Salvatore Ferragamo, Cartier, Bulgari, and Prada, etc., and new-to-the-market, Saint Laurent, Trina Turk, Breitling, IWC, Hublot, Ocean 44 and Toca Madera.
“Scottsdale Fashion Square is the luxury crown jewel for retail tourism,” said Birchler. “And with a focus on the luxury wing redevelopment and creating the ultimate guest experience, the center will cater to every need of our international shoppers.”
To learn more about the many programs, incentives and benefits available to the global tourism industry and how Macerich retailers can benefit from the programs, visit MacerichTourism.com.
And for more information on Scottsdale Fashion Square’s luxury renovation, including renderings and a list of upcoming, first-to-market stores and restaurants, visit FashionSquare.com/Redevelopment.