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Not an outlet store: how fashion brands are making discounting cool

Not an outlet store: how fashion brands are making discounting cool

With the opening of a new “luxury discount” precinct in Sydney, local retailers are trying to make sales fashionable.

With cult patisserie Lune Croissanterie, global beauty giant Estee Lauder and billion-dollar brand Zimmermann, Engine Yards is no ordinary outlet mall. That’s the point.

High-end brands such as luggage-maker July, cult womenswear label Aje and purveyor of luxurious wardrobe staples Viktoria & Woods have also taken up leases in the redeveloped 100-year-old warehouse in inner Sydney’s Rosebery.

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Lauren Sams
Lauren SamsFashion editorLauren Sams is the fashion editor, based in Sydney. She writes about lifestyle including the arts, entertainment, fashion and travel. Lauren has worked as a features editor and fashion journalist for ELLE, marie claire and more. Email Lauren at lauren.sams@afr.com

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Original URL: https://www.afr.com/life-and-luxury/fashion-and-style/not-an-outlet-store-how-fashion-brands-are-making-discounting-cool-20240718-p5jupa