In Flanders, fashionistas are still showing up at the numerous sample sales thrown by fashion agencies and Belgian designers. They are prepared to stand in line for hours, strip down to their underwear in front of everyone to try on a dress and carry bundles of cash with them to pay for the discounted clothing.

If you are among the, say, less adventurous bargain hunters, there are other ways to shop designer, and they are infinitely more luxurious.

Welcome to the chic outlet world

Desirée Bollier is the mother of a phenomenon: boutique outlet shopping. Outlet malls have long been known for their name-brands at discount prices and for being located a bit off the beaten path. High-end designers have traditionally been absent from what they consider a low-class shopping affair.

After gaining experience in luxury fashion retail at Laura Ashley and Ralph Lauren, Bollier became the CEO of Value Retail. This British-based company specialises in the development and operation of high-end outlet villages.

The first one was opened in 1995, in Bicester near Oxford, and is now a standard against which all other outlet villages are measured. It houses an interesting mix of British and international brands, such as Alexander McQueen, Matthew Williamson and Valentino.

Flanders has its own outlet at Maasmechelen Village, where the offer is not yet on the level of Bicester Village, but is steadily improving. Because of its strategic location in eastern Limburg province, Maasmechelen also lures shoppers from the Netherlands and Germany.

"Because we have to cater to three different countries, this location is a very complex and rich one," says Bollier. "It's somewhat of a melting pot between different cultures." Belgian brands are already well represented, with names like Essentiel, Scapa, Chine and Rue Blanche, though Bollier expresses her wish to attract high-end designers like Dries Van Noten and Véronique Branquinho.

"We offer our shoppers the luxury of not having to trade down during this difficult period," Bollier says in trying to explain the success of designer-oriented outlet villages. "In good times, we're nice to have; in bad times, we're a must-have. Our business is somewhat contra-cyclical, but when the economy was thriving, we were already doing well. And now, during the crisis, we're still doing well."

Maasmechelen Village might be the only outlet centre in Flanders, but it is not the only one attracting Flemish shoppers. Close to the southern border of the Netherlands, the MacArthurGlen group opened up Designer Outlet Roermond, and in Roosendaal you'll find the Rosada Factory Outlet. Both are also conceived as villages, where brands can rent shops to sell their stock from past seasons.

And, finally, designers are coming around. In fact, in recent years, the attitude towards outlets has changed dramatically. "Brands used to dump their stuff in remote areas, but today there are no more remote areas because the consumer travels extensively," Bollier explains. "Labels had to figure out a new and elegant way to dispose of excess stock, and that's how they came to us. Today, it's part of their business strategy."

Still, it's a strategy that is keen on preserving the high-end image of the brand: last season's items might be discounted, but they are housed in the lush surroundings of an outlet boutique.

Outlets and the city

Next to the new outlet villages in remoter areas, independent outlet boutiques are popping up in bigger cities. In Brussels, Version Originale is located near shopping hotspot Avenue Louise, where many expensive brands have their flagship stores.

Version Originale has the same allure of an exclusive boutique, but offers nearly new second-hand clothes and excess stock instead of high-priced collections. Vintage Chanel jewellery is showcased next to Gucci sunglasses, while in the racks you'll find the likes of Dries Van Noten and Ann Demeulemeester.

Owner Véronique made a smart choice in this location: "Women who shop at the nearby expensive boutiques come here to drop off last season's items they've worn once or twice," she says. "When they get money for those, they are ready to go shopping again!"

This way, Version Originale keeps the fashion cycle alive by offering fashionistas on a budget the chance to buy designer clothes, while helping those with expensive taste fund their shopping sprees. "It's kind of like recycling," Véronique says.

It also proves that outlet boutiques in the vicinity of regular boutiques don't pose a threat. Miguel Dheedene of Antwerp boutique Verso opened Galerie Trouvailles in the Nationalestraat, just a few blocks away from his original shop. "It was important to me for the outlet to be in the same style and environment as Verso," he says. "But the clientele at Verso wants the new collections right at the beginning of the season, while Galerie Trouvailles attracts people with less money, but equally good taste."

The popularity of outlet boutiques - and the way in which they are now accepted as equal to "normal" boutiques - is part of a process that has less to do with the financial crisis than with a new mentality, according to Véronique. "For years, consumers have been buying throw-away [low quality] clothes and have been pushed to buy new stuff all the time," she says. "Right now, people realise they have to consume differently - by buying quality."

The message is clear: instead of hurrying off to H&M or Zara, pay a visit to one of these boutiques. The luxurious experience and service are free.

www.maasmechelenvillage.be

www.version-originale.be

Outlet shopping online

Discount shopping for designer clothing has never been this easy. Natalie Massenet, the founder of designer web shop Net-a-Porter.com, has recently launched TheOutnet.com, which carries last season's styles from Marc Jacobs, Rick Owens and Chloé, among many others. At PiuStyle.com, meanwhile, you have to be invited to enter the private sales of D&G, Versace or Cavalli. The membership fee of €15 outweighs the advantages, though, since discounts can go up to 80%!

www.theoutnet.com

www.piustyle.com