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The City - February 2011

The City - luty 2011

A Good Location

Poland is one of the three fastest growing economies in theEuropean Union. International retail chains are interested in expansion in Poland. Newschemes are being constructed. The number of transactions on the market isgrowing. The trend to transfer retail to the east is therefore successful.

According toexperts, the global commercial real estate market will be undergoing dynamicchanges within the nearest ten years. It is going to be a more difficult timefor owners, tenants and retail chains. Companies that are able to adapt andmake accurate decisions will win.

The signs ofchanges are already visible today. A director of a shopping centre must be amodern renaissance man to meet the challenges this position brings.Expectations towards other positions in real estate business are equally high.They include capabilities, which up till now were related only to one position.

Theincreasingly common e-marketing is the sign of the times. It is a significantaddition to marketing activities in press, radio, TV or to outdoor advertising.The continuous increase of expenditures on this medium might lead to itsdomination. Two years ago, on-line spending in Great Britain exceeded expenditureson TV. This change is rather a permanent trend. The modern man conducts hiscorrespondence via his mobile phone; he has expectations - here and now - whichare made possible thanks to the internet. Justin time will soon cease to be a term reserved only for productionmanagement but will also be applied to the home delivery of purchased goods.

For now, however, it does not have to mean thetwilight of shopping centres. Certainly, they will have to adapt to the needsand expectations of the customers. This is done not only be the currentlyemerging schemes, plenty of which there is in Poland, but also byolder-generation shopping centres. Expansions, reconstructions, modernisations,active and intelligent marketing – it all makes that they are doing well.Another factor also helps them… their location. 

CONTENT

FACE TO FACE
WE ARE NOT AFRAID OF CHALLANEGING PROJECTS
Barbara Topolska, General Director at Neinver Polska, talks about multifunctional shopping centres and changes on the outlet market........................06

ECONOMY
POLAND - THE PLACE TO INVEST
After the economic slowdown of 2009, the Polish economy returned to the path of the stable growth, which is much more higher than in most countries of the European Union...................10 

MANAGEMENT
MANGING OLDER-GENERATION SHOPPING CENTRES
Older-generation shopping centres require much more work. However, it does not mean the lesser competitivenes of these schemes.............................13

TRENDS
TO BE OR NOT TO BE IN A SHOPPING CENTRE
Within the next years, the global commmercial real estate market will undergo rapid changes. For owners, tenants and retail chains alike, conditions in the next decade will be more difficult than during the last ten years.................................17

NEWS
.................................20

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