White Collar "Space Capsule" And ZARA "Subway Station"

Seven years ago, Beijing white-collar workers Lane Bryant The luxurious and characteristic changing room of "" has conquered many female consumers - the spacious, private, mysterious, gorgeous, and bright mirror white collar brand changing room in the space capsule style has injected an irresistible added value into every clothing item that is tried on in the shop.

Once you enter such a locker room, it is hard to refuse the painstaking efforts of the sales staff, the careful preparation of the designer, and the consumption of the products. This is simply not a changing room, but a corner of the boudoir, a lounge in a private SPA club, and a haven for women with a heart full of vicissitudes

If you look at the category, style and charm of a brand, you can definitely see something from the dressing room.

Seven years ago, in fact, for many stores exclusive shop For example, locker rooms are three plywood latticed rooms. Most of them are stuffy and boring, and even more simple, there is only one curtain that can be covered. Of course, some careful brand marketing departments prepare a pair of high-heeled shoes in the locker room, some stick a notice of "Be careful about lipstick staining clothes" in the locker room, and some are warnings of "Be careful about your bags and belongings"... In addition to these, it's boring.

However, perhaps it was Miao Hongbing's idea. This brand operator, who is proficient in the sales of high-end ready to wear women's clothing, is not willing to set up his own brand's changing room in this way. Because he is well aware of the role of changing rooms in the consumption of high-end ready to wear brands, rather than the role of toilets in bars and restaurants. So he found a famous space designer to design a dressing room for white-collar workers. Of course, the proposal is the most important. Because he wants a term that conforms to his concept of locker room, so as to subvert all other locker rooms of similar competitive brands.

After the concept of "space capsule" was decided, many competitive brands of the same kind were dumbfounded. It turns out that compared with white-collar brands, the dressing rooms of other brands are so rough, simple, vulgar and despicable! In front of brand merchants who have never thought about the form and culture of the locker room, a new marketing detail is like an old comrade changing his gun suddenly, or even changing his life experience, which makes them unprepared and unprepared.

While some imitators have gradually tasted the bitter fruit in the process of pursuing white-collar workers, because the market only believes in the first. In those "second" who are not bold enough in innovation, lack of investment Administration If it is not timely enough, plagiarism of the "space capsule" soon becomes a "second" thing. What's more, the locker room is actually a detail of the whole brand marketing system, which must be combined with shopping guide, display and products to achieve the desired effect.

Two years later, the trend of locker rooms began to change. With the introduction of ZARA, the Spanish leader of affordable fast selling, into China, the fashion of locker rooms began to change from dignity to convenience.

If you choose some clothes to go to the changing room of a ZARA brand store in Beijing today, it is inevitable to queue up. You must wait at the end of the line with flow control belt, and then get the locker room sign. At the entrance of the passageway to the locker room, there is a security device to detect clothing. You must pass through the bag when entering the door, and pass through the bag when going out. As long as you carry your backpack, the locker room administrator will remind you to pack.

Compared with the noble "space capsule" locker room of white-collar brand, the convenient "subway station" locker room of ZARA brand makes you look like you are in a school. If you ask for "a locker room with a friend who wants to spend money with you", you will be rejected with a smile.

Because there are too many people, there are usually three staff members in front of the locker room: one is responsible for testing bags, issuing brands, and watching the team; One is responsible for hanging those unpopular and unselected clothes back to the original location of the store; The other handed all the hangers picked up at the door of the locker room to the employee who was about to hang the remaining clothes back.

The locker room is always clean and orderly, because even if there are two or three people in a locker room, the total number of people in the locker area is limited and will not exceed the number of original locker rooms. In the rush of people, there were many consumers queuing up with more than ten clothes in hand.

Whether it is a "space capsule" or a "subway station", even in an equal and undifferentiated shopping environment, the dressing rooms of the two brands feel the same "unreachable" to other peers - because the former is expensive, while the latter always has a long waiting line.