Judging from the way they chose their tenants in Jewel, they have no common sense either.
Why pay a premium at Jewel for the same **** you can buy at Changi city point, a 5 min ride away? I saw the same stupid Adidas sportswear ON SALE at Changi city point, Timberlands as well.
If you're at the airport, people won't really go there to shop, you need a strong attracting factor, maybe bring some international designs in, limited edition ****, but nooo, let's sell the same **** we can get anywhere else in Singapore, at cheaper prices.