Many retailers are pursuing Outlet Shopping options in favor of traditional retail stores, but I’m not sure if this is the best option for many retailers. In my latest Retail Rap column, I share my thoughts on the latest outlet trend.

The retail real estate community has a tendency to dive into a trend head first before anyone really fully understands its potential or limits. Sometimes our enthusiasm can be self-defeating. My big concern right now with the outlet phenomenon is the limited number of markets that can actually support outlet centers.

Check out the full article from my recurring column, Retail Rap, at Chain Store Age.