Lenka Čapková

We are more than just a shopping centre

Text: Martina Hošková and M.Zisso; Photo: Archive

 

How did you get to your current position as director?

I have been the Centre Director of Fashion Arena Prague Outlet since 2017, though I have worked on this project in different positions since 2009. As a Centre Director, I have been continuously working with my team on shifting the perception of outlets in the Czech Republic towards a premium experience. I love fashion, and also follow technological trends, which have a significant impact on the business environment. Both are highly dynamic and ever-evolving industries.

Before moving into the fashion field, you worked in finance. How do these sectors connect to one another?

The two sectors are closer than they seem. In both finance and fashion, it is crucial to manage assets correctly and allocate resources efficiently. Combining this expertise with my passion for fashion means I am truly passionate about my work, which I genuinely love. It’s about the world of beauty, as well as stimulating strategic thinking.

Tell us about Fashion Arena.

Fashion Arena Prague Outlet is visited by several million customers each year, which confirms that our concept approach appeals to a wide range of visitors. We are more than just a shopping centre. We see the outlet as a space where fashion, experiences, and the latest technologies come together. We constantly innovate, whether by introducing new brands or improving the customer environment, in order to offer the best possible experience.

Talking about environment – the sheep are new to the Fashion Arena, as a greener alternative to lawnmowers. We gradually move the fence, and the sheep graze all the grassy areas around the mall.

What are the main goals you focus on with your team?

One of the main challenges was transforming Fashion Arena into a place where people come not only for great prices but also for the experience. We focus on top-notch service and a comfortable environment, which allows us to maintain long-term loyal customers.

Our goal is for Fashion Arena to continuously grow and gain even more “shine”, ensuring that every customer feels exclusive when visiting us.

Offering high-end brands sure helps to gain more “shine”. How many have their shops in the Arena?

Currently, we have over 200 premium brands in more than 100 retail units. We are constantly expanding our offer with new fashion brands, keeping the centre attractive for everyone looking for quality and style.

You actually have two kinds of clients: the shop tenants and the customers. How do you keep both happy?

Our strategy is based on open communication and under-standing both sides. We rely on a partnership with our tenants as a base. We ensure that tenants have access to customer data, which helps them optimize their sales strategies, and, at the same time, also focus on ensuring customers have a pleasant shopping experience. We aim to make everything we can influence easier and more enjoyable for both parties.

Fashion Arena is on the outskirts of Prague. Why should people travel so far?

As I said, we offer a unique combination of premium brands, great prices, and a beautiful environment. Fashion Arena is also an outdoor shopping centre, which creates a distinctive atmosphere. We take advantage of this, for example, by providing large outdoor spaces with playgrounds and terraces for children, as well as summer gardens with beach seating for our adult customers.

Even though we are outside the city centre, access is easy by both car and public transport. Outlets are rarely located in the city centre. This is destination shopping.

The customer is therefore used to driving outside the city centre to go to outlets. We offer our customers a free shuttle bus from the metro station, as well as a large parking area.

What strategies do you use to increase foot traffic in the Arena?

Our strategies include improving the physical environment – we are investing in the redesign of spaces and individual boutiques. Additionally, we organize special events that enhance the attractiveness of our strategic campaigns. We regularly host centre anniversary celebrations, seasonal sales, Black Week, and Christmas events, all of which attract a wide range of customers. At the same time, I perceive the importance of a loyal customer, for whom we regularly prepare special offers.

What about customers from abroad, did they find their way to the Arena too?

Most of our customers are from the Czech Republic, but tourism plays a significant role throughout the year. Tourists from all over Europe regularly visit us. The largest numbers come from Germany, Nordic countries, and Austria, but we also have a strong presence of customers from Israel, Asia, and the Middle East.

Do you offer special services for tourists?

Yes, in addition to tax refunds and multilingual staff, we also have special navigation for tourists, which makes it easier for them to find their way around. We use modern technology to ensure everyone feels comfortable with us. Moreover, tourists can take advantage of a shuttle bus that runs directly from Prague’s historical centre. We also offer foreign customers a free VIP Day Pass, which provides an additional 10% discount in all stores.

Fashion Arena has been with us since 2007. What do you think is the reason for its success?

The success of Fashion Arena lies in our ability to adapt to trends and customer expectations. We are constantly innovating and focusing on quality service, comfort, and the aesthetics of the space, which keeps our centre attractive in the market. Furthermore, we see more and more attractive brands entering the outlet model who wouldn’t have considered it a few years ago.

As a result, our target audience is expanding and evolving, pushing us forward.