SOFT ECONOMY CAN BE COMFY SHOPPERS COZY UP TO DISCOUNTERS.

Byline: Brent Hopkins Staff Writer

With shoppers minding their money carefully this year, value-oriented retailers are watching traffic soar.

Whether in the form of outlets, discounters or off-price stores, the bargain spots are attracting keen interest from shoppers nervous about the economy and out to stretch their spending dollars. Mega-chain Wal-Mart is the most shining example, posting sales of $1.25 billion on the day after Thanksgiving alone, but nearly all value-oriented retailers have reported good news in recent months.

Stores have hummed with customers at the Camarillo Premium Outlets in recent weeks - which Michele Rothstein, vice president for marketing at the center, attributes to a softening overall economy.

``At times like these, people understand that outlets are a good place to find bargains,'' she said.

``We're all on a treasure hunt, aren't we? It's the thrill of finding the bargain and validating that you're a smart shopper. Everyone there feels like it's their secret - like it's something only they know about.''

This is a sentiment reflected in deal-seekers at all levels. Christopher Case, a sharply dressed contract negotiator for Blue Cross, could barely suppress a smile as he left the Canoga Park Nordstrom Rack. With an armful of coats, wrapped and ready to go, he figured he'd saved an easy $500 on a leather jacket. Though he wasn't riding the latest fashion wave, he said, the savings more than made up for it.

``Stores like this have good quality, and the prices are unreal,'' the Westlake Village resident said. ``If you buy good things with a classic style, it doesn't matter if it's right up to the minute. Trends aren't the right way to go, not only in this economy, but anytime.''

With the heavily shopped fourth quarter already under way, bargain- centered spots will likely see even more interest, according to Jim Lustenader, senior executive vice president for market research firm DVC Group. In a recently conducted survey, the New Jersey-based firm determined that 23 percent of consumers are looking to spend less on their holiday purchases - a boon to bargain sellers.

``It'll be very beneficial to them,'' Lustenader said. ``People want to save money, but they're reluctant to cut back too much on holiday giving. That combination will move people to the discounters.''

To combat the move, major retailers such as Macy's and J.C. Penney are in a promotional flurry, offering deep discounts throughout the season. So deep, according to retail expert Jackie Fernandez, a partner with Deloitte & Touche's Los Angeles office, that some are able to compete with outlets and off-price stores.

``The regional malls have these huge promotions, from up to 20 percent to 50 percent off,'' she said. ``If the consumers see they can get a pretty good deal, they'll say why drive all the way out there? Overall, they'll still do pretty well, but if we keep getting all these markdowns, it'll give the outlets a run for their money this year.''

Consumers who make the switch to discounters often stay once the economy rebounds, according to Sherry Lang, spokeswoman for The TJX Companies Inc. The chain, which operates both TJ Maxx and Marshalls, enjoys a degree of protection from tough times.

``Once we capture a customer during a tougher economy, we tend to keep her,'' she said. ``We'd always prefer a better economy - we do better then, just like every retailer, but we hold our own very nicely in softer times.''

In times like this, those good bargains seem even better. Stephanie Richards, a die-hard discount shopper, says she hits department stores only as an absolute last resort. She still remembers getting an $899 dress for $89 at Loehmann's, and she enjoys the thrill of the hunt through its aisles.

``You get outfits that cost a couple hundred dollars for $50,'' she said as she left the Reseda store. ``It's nice, because I can dress like a celebrity, but I don't have to pay like one.''

CAPTION(S):

3 photos

Photo:

(1 -- color) Laden with purchases, Ernest Estrada leaves Le Gourmet Chef, a housewares and gourmet-foods shop at the Camarillo Premium Outlets center.

(2 -- color) Maria Ramirez of Thousand Oaks shops looks for famous-label clothing at a discount in one of the Camarillo Premium Outlets stores.

(3 -- color) Thomas Su of Rosemead and Sarah Techaphunphol of Woodland Hills leave a thriving Camarillo outlet center.

Evan Yee/Staff Photographer