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One reason the companies are consecrating more attention to their outlet stores is that they are more profitable, says   Dolce and gabbana shoes  Mark Polinski, senior vice president of outlets for the chain. For instance, outlets currently make up 13 percent of   Converse shoes   Children's Place stores but account for 20 percent of sales
"The outlet customer typically has a very big list of items to shop for," which translates into a higher average purchase amount, Polinski says. Outlets also can spend less on labor because customers don't expect the same level of customer service, he says
On a recent Friday at the  Shoes nike basketball Jersey Shore Premium Outlets, as families filled the food court with shopping bags piled around their feet, it was clear shoppers were looking to clear their back-to-school shopping lists at the outlet
Amy Allen, manager of the outlet mall's Sunglass Hut, said transactions at her store are up 40 percent over this time last year. College students have been stopping in to pick up Ray-Ban Wayfarers -- the current Blues Brothers-style fad -- before heading back to campus. Families are hunting for sporty Oakleys for their kids' fall sports-team tryouts. "We have a lot of families coming on the weekends and they're here all day," Allen says
Kimberly Lombardo, 

Nike puma shoes of Monmouth County, NJ, was taking a break for lunch with her two daughters, ages 11 and 8. The girls wear uniforms to school, but they still need backpacks, play clothes, socks and other gear. While the eight-year-old is happy to show off her sparkly tutu from Target, the older girl wants trendy, name-brand fashions. But Lombardo says she has no intention of visiting the mall
"I'd rather come here because of the deals," she says. "They have all the good shops