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BEWARE OF IMITATION OUTLET STORES

 BEWARE OF IMITATION OUTLET STORES
 CLEARWATER, Fla., May 19 /PRNewswire/ -- Have you ever noticed how


lots of stores are starting to call themselves outlets? A clothing store, a housewares store, a hitherto unnoticed shoe store -- drive down the street and you'll find the word "outlet" cropping up in more and more store names.
 Beware!
 With true manufacturers' outlets continuing to be one of the hottest concepts in retailing -- a lot of stores want to get in on the act.
 However, just because a store has the word "outlet" in its name does not mean it is one.
 A true outlet is manufacturer owned and operated, selling its designer and/or brand name merchandise for 20 percent to 70 percent off full prices. "The JOY of Outlet Shopping," a full-color consumer guide to outlet centers and stores, lists nearly 500 authentic outlet chains.
 The following tips from "The JOY of Outlet Shopping" will help consumers know when an outlet is real:
 -- If the store name includes the brand name, chances are excellent the store is an outlet. Example: Reebok Factory Outlet Store is the outlet chain name for Reebok.
 -- If the name of the brand is not included in the store name, ask a clerk if the store is manufacturer-owned and operated, and ask for the name of the manufacturer. Not all manufacturers use their brand names in their store names. The childrenswear manufacturer OshKosh B'Gosh, for example, sometimes calls its outlet stores The Genuine Article.
 -- If most of the goods come from one manufacturer, there is a greater likelihood the store is owned and operated by that manufacturer.
 -- If the store displays The JOY of Outlet Shopping Certificate of Authenticity you can be certain you are in an authentic factory outlet store or center.
 The recently released fourth edition of "The JOY of Outlet Shopping" lists 309 outlet centers and nearly 8,500 outlet stores in 45 states and Canada. The guide has detailed maps, helpful articles and free coupons worth at least $100 at outlet stores.
 More than 75,000 copies of the book have been sold nationwide.
 "The JOY of Outlet Shopping" is $5.95 (plus $1.50 for postage and handling) and is available by mail from JOY, P.O. Box 17129, Dept. PJ4, Clearwater, Fla. 34622-0129. Florida, Georgia and Illinois residents please add appropriate sales tax. To order by VISA and MasterCard, call 800-344-6397, 9 a.m. to 5 p.m. EST, Monday-Friday. Allow 4-6 weeks for delivery (add $2.90 for rush delivery).
 -0- 5/19/92
 /CONTACT: Dawn Frankfort of The JOY of Outlet Shopping, 800-344-6397/ CO: Value Retail News ST: Florida IN: REA SU:


BM -- CLFNS5 -- 1688 05/19/92 09:36 EDT
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Article Type:Bibliography
Date:May 19, 1992
Words:450
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