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Mall Of America Is Competition But Complimentary To New Outlet Mall

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(credit: CBS) Kate Raddatz
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MINNEAPOLIS (WCCO) – Between the grand opening sales and hours, shoppers couldn’t get enough of the new Twin Cities Premium Outlets this weekend.

“I like it a lot,” Alicia Hanson, from Lakeville, said.  “It’s big, there are a lot of shops here.”

But it’s hard not to notice it’s a mere five minute drive from the mecca of shopping.

“It’s so close to the Mall of America,” Hanson said.

“In the case of the Mall of America, because of its proximity to the outlet mall that’ll have both a competitive impact. But also have a complimentary one,” University of St. Thomas marketing professor David Brennan said.

Brennan says locals would be more likely to skip the Mall of America over the outlet mall for convenience.

“They have a lot of the same stores. It’s discounted prices,” Jazmin Armijos said.  “The Mall of America is too much to walk, too much to handle.”

For people coming from further out of town, the new mall could help attract shoppers to Mall of America.

“Ten miles or more and they are going to go to both places,” Brennan said.

The biggest impact, Brennan says, will be on other outlet malls.

“This is closer to a lot more cities so it attracts people more instead of taking that four hour drive over there,” Armijos said.

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