Bicester Village, a renowned designer outlet known for its discounted designer goods, offers a unique shopping experience. While it may not be the best place for those on a tight budget, it is worth a visit for those curious about the high-end fashion scene.
The location nowadays appears to be catering to the wealthy, aspiring affluent, and tourists. In the past, visitors could find a mix of high street stores and designer boutiques. However, it appears that this is a bygone era, as most high street stores have vanished. Instead, you’re left with designer stores that are heavily guarded. It seems that my family and I (the Everyman) are not the intended target market anymore (if ever).
It’s almost impossible to feel like you belong in this shopping outlet, and it’s likely a consequence of the COVID-19 pandemic and the rising cost of living, which has driven many high street stores out of business.
While the shop staff were lovely and I could relate to them, I certainly had nothing in common with most of the customer base. I couldn’t help but feel a bit envious of those who could effortlessly browse and buy without a second thought. Is that wrong? Perhaps, but for the average person on a budget, spending too much time on the site only emphasises what you can’t afford while interacting with those who are clearly much more affluent. Hopefully just a natural reaction.
The site is exceptionally well-maintained and organised. We found parking quite easy, and I believe the site has a US New England style in look, with a central walkway that allows you to view most shops. My only criticism is the security. The men in black suits and the close monitoring in some stores is a bit off-putting.
For those who are the target market, I understand that other perks include an apartment (invite-only), the ability to have your purchases collected and stored, VIP discounts, and likely personal shoppers. It’s a different world, but perhaps it does serve a purpose of at least generating income for the country through foreign visitors.
Food and drink-wise, there were many coffee shops and some eateries available. However, they all appeared quite busy, so we decided not to try them. As for food, we’ve eaten at these places before, so we didn’t feel the need to go this time.
For the everyman, I do feel that the site’s focus has shifted away from us. Perhaps it serves a purpose for those who simply want to browse, even if the products are out of their price range. That’s not a problem since there are other outlets with high street stores, but we wouldn’t have bothered visiting if we had known things had become much more exclusive. On the positive side, our daughter enjoys dreaming of the day she can afford those things!
