Love Underwear From Selling Products To Selling "Life"

In March 27th, the "love fashion life Pavilion" opened a mysterious veil.

At the same time, it accommodates 6 brand new terminal images. The "love fashion life Pavilion" will play a prelude to the new channel construction of love as a "condensed version" of the future brand store.

Selling lifestyle will be new performance of terminal.

The main frame of "love fashion life Pavilion" contains 6 different life scenarios, which are expressed by 6 fashion brands.

In addition to its 4 sister brands, this year, it has launched the international top swimsuit brand GOTTEX and the top European underwear brand LISECHARMEL.

The auxiliary pattern of the 6 brands runs through the whole decorative pattern of the fashion life hall, which enhances people's perception and recognition of the spirit and emotion represented by the brand.

In the center of the love fashion lifestyle center, the original cash register was replaced by the warm water bar full of romantic sentiment. As the designer of the life hall said, the humanized thinking is considerate and pposition thinking, and then empathy.

This warm water bar is entirely from the consumer's point of view. The fitting clothes are tired and can rest here. The accompanying people can also sit here to experience the life atmosphere and fashion atmosphere of the environment, and understand the love culture more approachable.

The fitting room also changed its appearance. It walked along 3 comfortable and spacious regular fitting rooms. It has a VIP private space. It is a high quality customization service area, and also a private communication space for adoring members.

In a few months, a store was pformed into a small scale fashion club.

Characteristic service is the selling point of life hall.

The biggest difference between the love fashion lifestyle Museum and the flagship store in the past is that it no longer simply displays and sells products, but also strengthens the content of guiding consumers to grasp the correct wearing concept.

The introduction of love leaders, hoping to use such a space setting, prompts people to pay attention not only to external decoration, but also to the importance of matching "fashion" and "environment" in different situations and environments.

At the same time, unlike clothing, consumers' understanding of underwear culture and the cognition of underwear functions need communication besides experience.

Therefore, the construction of expert service platform is the place where lingerie brand ends up.

In the love brand living space, expert service platform has been set up, and visitors can exchange with underwear experts anytime and anywhere. Experts will provide the most applicable guidance service.

In the terminal store, we should enhance the interest and connotation of life, so that each brand of its admiration can emit its own unique style.

By placing products in different life situations, different life levels can really be integrated into the store space. This shows the understanding of life in different age groups and the common aspiration of loving life, which resonates with consumers.

Similarly, the brand is "speaking", originally speaking products in terms of culture, and now it is talking about life in terms of culture.

Realization of emotional differentiation strategy in life hall

Philip Knight, the founder of Nike, once said: "the secret of corporate success is contained in three questions: how can we win more attention and love from our customers than our competitors?

How can we do this forever?

How can we do this most efficiently? "

For brands, there are many ways and means to win customers' attention and love, but terminal channel is the most direct link, at the same time, it is also the best place to realize the differentiation of brand emotion.

Therefore, in recent years, many clothing brands began to fight the "flagship store" campaign, attracting people's attention through excellent performance in decoration, scale and style.

And after the "lifestyle Pavilion", AI Ying Center, which opened in June this year, will also become the most popular expression and release space for its 6 brands.

Unlike the clothing brand, underwear brand is restricted by the specificity of products. It has been a conservative move in channel construction. Even international brands choose the department store as the main channel. With the extension of product line and the construction of brand diversity, the flag shop has gradually become the strategic brand of underwear brand. The introduction of the concept of living hall is a new measure to deepen the brand culture's guidance to the market and enhance the competitiveness of the brand on the basis of optimizing the channel.

Beginning in 2008, the love life situation shop and fashion image store will continue to extend from Beijing to all the major stores in the country.

//cn.jxmm