Destination appeal is a critical success factor for modern retail. As stakeholders (cities, property owners, retailers) take this message to heart, the question now becomes how destinations can differentiate themselves from the competition. The answer very often lies in building on an authentic quality so strongly connected to the city/location/brand that it is extremely difficult to replicate. During the 2016 ICSC European Conference & event cycle we will explore how leveraging authenticity can propel retail to greater heights.
