A shopping centre is a concentration of single commercial transactions and Dienstleistern of different industries and if necessary different offers such as Fitnesszentren or cinemas. In the town geography one defines a shopping centre predominantly as ", established and administered dye of Einzelhandels-und services enterprises, planned as unit, ", whereby a demarcation to ""the dyes grown wildly and/or purchase park without uniform conception, center management, etc. results. Opposite the department store and/or department store purchase centers define themselves by the fact that the operators do not carry on there on own calculation trade, but arise only as landlords and center management. The department store against it is company-led integrated goods offered on calculation of the operator, the real estate possession and commercial activity interconnects

The English expression Shopping center or Shopping Mall is often used, whereby the word Mall actually only the main run ways with adjacent sales area designation (to word origin see Pall Mall). Shopping centres over 100.000 m are called also Megamall (see below).

History

Simple shopping centres were already developed and established in the USA for the 1930er years. They should simulate there Ambiente in the city and a European, there in the USA - differently than in Europe - which were business not central in the local center, but scattered along the arterial roads (Strips). But only 1956 developed with the Southdale center with Minneapolis that world-wide first, in only one building integrated, for shopping centre. It was planned from the 1938 into the USA emigrierten Austrian architect Victor green, which is considered as an outrider of today's modern and complex shopping centres, how they spread since that time rapidly and was developed further. The concept up to then new in the USA, numerous dealers of most diverse products at a place, a shopping centre, to find spread due to large popularity very rapidly, why the USA with today approximately 43,000 Shopping centers, which possess a portion of 55% of the entire retail turnover, the country with most and largest shopping centres of the world is. Despite smaller suburbanization effects in Europe however this form of the retail trade has itself interspersed, there these also here the consumer beside integrated passenger car parking bays the advantage of a high range of shops (industry-mix), co-ordinated often one on the other, to offer. The first shopping centre of Germany was the Main rope US center in Sulzbach with Frankfurt/Main, which opened 1964 its gates. In Vienna first Ausstellungs-und shopping centre (AEZ) was established 1957 in the center of the city, where several business on the roofing of the station vienna highway, for which today's vienna center, was built.

Classification and situation

Essentially three kinds can be differentiated from shopping centres:

• Shopping centres in the center of cities
• Shopping centres in the periphery of settlements or densely populated areas
• Shopping centres as passages within an existing urban structure, often in form of a change of the ground floor.

Classical way shopping centres of an operator become, or also to a consortium, at the edge of population centres or at all on the green meadow establishes. Since the eighties-years increasingly shopping centres in the city centers are planned and established. This development accelerated itself at the latest since the late nineties-years rapidly. For some years ever more largely becoming density of spatially close is to be observed together convenient shopping centres with simultaneous purchasing power loss of the consumers a displacement competition by one. The possible consequences for the retail trade are not to be foreseen yet.

In the new Lands of the Federal Republic there were no shopping centres before the reunification actually. These developed after 1990 in large number on the green meadow, which led to a substantial purchasing power discharge from the city centers. Background for this boom of construction activity before the gates of the cities was on the one hand a rapid availability of development land (properties in the city centers were often blocked by lengthy restitution procedures and other property difficulties) and the fast creation of an appropriate building law: Above a sales area of approx. 700 m a fast creation of building law is possible only with classification of central areas (MK) or special areas (SO) in the development plan. While in the old Lands of the Federal Republic a co-ordinated system of regional and specifies, where new retail trade dyes may be proven, these had to be set up in the new Lands of the Federal Republic only. Up to then many municipalities made appropriate classifications untuned, even if this were counter productive for the area planning. For approx. 2000 however the trend goes back into the city centers, whose retail trade erstarkt again.

Composition

Substantially for the acceptance at the customer is the tuning of the business one on the other, also industry-mix mentioned. Become in centers of usual size of (about 30,000 - 40,000 m usually two so-called magnets or also anchor tenant, which attract alone already numerous customers, so that the center is well visited. These magnets are purposefully usually platziert at the opposite ends or in the center of the Mall "to in-suck" all the customers into the Mall. It was in the meantime established that these magnets wide mode business and specialized markets for entertainment electronics are. Between them groups itself smaller business, which pays proportionately clearly higher rents on the square meter than the anchor tenants themselves. All industries queried by the consumer are covered. Important also the situation of the business and mechanisms is to each other in the center, which is purposefully steered by the center management. The meaning of the magnets for the success of a shopping centre is so fundamental that the signature of the appropriate chain under the lease is usually the condition for it, which the investor places at all a building request.

The individual business is in-rented, whereby the rent often consists of a participation in turnover in connection with a minimum rent. The business can use a common infrastructure. Also the advertisement is accomplished often together, e.g. in form of an advertising community. But the business must adhere to the rules of the operators, e.g. concerning the opening times or common discount actions.

A large advantage from view of the customers are usually the simple accessibility and the generously dimensioned park surfaces. It is therefore particularly made certain on the part of the operators also that the centers have clear and underground parkings which can be used simply. There are investigations, which prove that the largest part of the customers many shopping centres enter not from the road, but over the underground parking. To that extent the garage entrance becomes the actual main entrance of the center.

Size

The size of the shopping centres depends on the catchment areas of the buyers and can reach from some business to hundreds. With larger centers often still another maintenance offer is integrated, like cinemas or catering trade enterprises. As control value a plant with rented sales areas is considered starting from 10.000 m as shopping centre. Under economical criteria shopping centres are load-carrying around 20.000 m sales area, smaller centers can as a function of the specific situation be successful. For the size decision is important to exceed in the respective market surrounding field a critical mass in order to become attractive as point of approach. The local size should guarantee a primacy in the market, in order to steer the consumer stream in sufficient density in the center. Locally for this the necessary size can vary depending upon surrounding field.

Criterion for the size is likewise the integration as much as possible different offers, in order to bind the consumers to the center. It must sufficiently more broadly and more differentiated industry-mixes to be present, in order to make the entrance into the center for a sufficient number of customers enticing. Everything under a roof and a weather independence combined with optical incentives and schemes for the whole center are a special purchase experience to obtain. See also more detailed under Urban Entertainment center.

About the title "largest shopping centre in Europe" at present the Shopping town center south in the south of Vienna argues in and the center in upper living. Depending upon viewpoint (number of the business and parking possibilities, surface area etc.) the title is entitled times or to the other center. On the other hand applies Ruhr park the shopping centre in Bochum with 126.000 m than the largest shopping centre in Germany.

Articles in category "Shopping centre"

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