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Clothing Brands Try To Follow The "Good Neighbor" Shop Route

2008/11/15 9:15:00 47

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The day before yesterday, the BONO Tailor, a professional clothing brand, was opened in a more than 100 square meter tailor-made shop in an office building in Shenzhen.

This is the fourth "BONO Tailor community custom shop" after Shanghai and Beijing.

When the store is opened to a city office building, consumers can customize a suit with lunch break. The peak of general manager of BONO group retail business center thinks that this "good neighbor" mode of opening shop not only saves costs, but also eliminates consumers' sense of distance. At the same time, it also saves consumers' shopping time.

為消費者便利考慮

In fact, in recent years, children's clothing brands such as Barbara, Wenzhou, and some clothing brands such as casual wear and underwear have already begun to try this kind of shop opening method which is more close to consumers.

Metersbonwe, Semir and other leisure wear brand is the brand store into the higher education park.

Starting from two or three years ago, Barbara children's clothing began to open shop in some local school districts and communities in addition to the mainstream department stores and the busy business district, and opened shop directly in the places where the target consumer groups were concentrated, so as to provide consumers with the most convenient service.

"In our current network structure, we will enter the first class retail department store and the main store store. At the same time, we will open community stores, School District stores and shop outlets, including supermarkets and shopping mall."

Balbala Limited by Share Ltd official said that in 2005, after analyzing the brand consumer groups, the company decided to start this variety of network channels.

At present, many school district shops and community stores are relatively low in cost, but because of their stronger pertinence and more convenience to consumers, they have made remarkable achievements.

Xu Bo, general manager of Barbara Limited by Share Ltd, believes that the need to consider the convenience of consumers is the most important factor in brand building.

With the improvement of consumer purchasing power, clothing stores can set up shop like convenience stores, rather than entering high-end shopping malls.

更低的成本做更具針對性的服務

It is said that in two months, 4 BONO Tailor stores in Beijing, Shanghai and Shenzhen have been opened, and there are basically daily orders, which are far from the company's expectations.

The company's featured convenience services, such as borrowing clothes (temporarily meeting formal business dress with customers), free tea break (lunch break coffee, tea and complimentary magazines, etc.), can also be quickly recognized by consumers.

The peak of BONO company is that it not only saves guests' time and pportation expenses, but also costs more than the high-end shopping malls and mainstream business circles.

According to the summit, the existing advanced clothing custom shops are usually located in downtown areas such as bustling downtown areas, high-end shopping malls, hotels and other commercial areas, such as Shanghai Nanjing West Road and Huaihai middle road.

However, the rent cost of high-grade shopping malls and office buildings varies by several times or even tens of times.

At the same time, if you want to customize a set of clothes in the mainstream business circle, you have to run at least two or three trips (pick materials, tailor made, pick up goods), while in office buildings, you only need to use lunch break time, which is also a great saving for consumers' time cost and pportation cost.

But this can bring more convenience to consumers, and make the brand targeted consumption more targeted "good neighbourhood" mode of opening shop, but not suitable for all brands.

Peak believes that this must be based on the brand's own business positioning to make choices, such as men generally have a strong shopping goal, especially for business men's clothing, BONO choose to try.

But if some female consumers prefer to have a comparison when shopping, it is not very suitable to shop alone in a community.

Zhang Qiongyao, Secretary General of Wenzhou clothing chamber of Commerce, said the way of opening the shop is a variety of clothing brand sales channels and a new attempt, the brand should be suitable for their own channels according to their different positioning.

But this more targeted way of opening a shop brings more convenience and closer service to consumers.