Focus on the consumer: Grandemilia, Modena
The GrandEmilia shopping centre is near the city of Modena in the Italian region of Emilia Romagna. The centre has a regional function and consequently a sizeable catchment area of approximately 500,000 people, spread over something more than 200,000 households. In addition to the city of Modena, the area includes a large number of surrounding towns and villages. Modena is the second city in the Emilia Romagna region and is also the capital of the province of Modena. The city is famous for its automotive industry (Ferrari, Lamborghini etc.) and its balsamic vinegar.
The catchment area contains relatively few young people and an above-average number of older people. Logically, therefore, the number of pensioners is also above the average. The average household consists of 2.5 persons, slightly below the Italian national average. Accordingly, the catchment area has a relatively high proportion of one and two-person households.
The catchment area of the GrandEmilia shopping centre is relatively prosperous. Although no precise data are available on the catchment area itself, the average income of both the Emilia Romagna region and the province of Modena is well above the Italian average. In addition, the population is relatively well-educated and the unemployment rate is considerably lower than in Italy as a whole.
Source: Annual Report 2008, Chapter Review of operations, page 96 (PDF, 2,1 MB)
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