Middle And High-End Clothing Enter Community Search Treasure

After dinner, wearing a plain clothes and walking at the same time, go downstairs.

In fact, two or three years ago, Wenzhou's Ballet barrack children's clothing brands and Heng Yuan Xiang, Li Lang and other well-known clothing brands have begun to try this closer to the consumer's way of opening shop.

Apart from opening the store in mainstream department stores and busy commercial areas, these brand clothes selectively set up shop in some local communities.

So why are community shops favored by many fashion brands? Where are their business advantages? What are their future prospects?

Marching into the community

In the past, it was generally believed that the community clothing store was more suitable for foreign trade or clothing. If you want to make brand clothing, at best, it can only be a brand discount shop, handling some seasonal and inventory products.

But at the moment, this is not the case.

Some high-end clothing brands have begun to enter the community.

Kevin, Kelly, a high-end custom brand under the banner of Yiwen, mainly stores in some high-end communities.

These shops are basically self owned property, such as the first floor of Yihai Garden community, Beijing.

At present, Kevin Kelly has set up shops in cities such as Shenyang, Changchun, Harbin and Tianjin.

The Wuhan women's wear brand is located in the middle and high grade. Since the end of 2008, it has begun to enter the community. Its first two community stores are set up in the high-end residential district of Wuhan golden house.

In 2010, two newly opened silk fabrics

And BonoTailor, a professional clothing brand under the news bird group, has opened several "BonoTailor community customized stores" in Shanghai, Beijing and Shenzhen, claiming that it only does business within 500 meters of the community.

BonoTailor is the main business of tailoring men's suits and shirts. The business hours and shopping malls of the community custom shops are basically wrong.

The rest time for white-collar workers, such as noon, afternoon 6 and 7 o'clock, is custom-made prime time.

Based on the "500 meters around the community", Bono's unique custom center, experience center and service center are formed.

Li Lang also opened community stores in more than a dozen middle and high grade neighborhoods in Wuhan. The size of these shops is almost the same as the size of the shops in the main commercial area, between 100-300 square meters, and the proportion of the merchandise sold with the special goods is generally 7:3.

Many clothing brands have entered the community. Besides the reality of channel competition, it seems to confirm a new trend. The community store is becoming a new growth point of China's commercial strength.

Obvious advantages

From the perspective of operation cost, the operating cost of community stores is far lower than that of shopping malls, and the return on investment of shops is relatively high.

For most brands, if a brand enters a shopping mall, it is very difficult not to take part in any activity in the mall.

Moreover, in terms of discount, brand needs to be based on the overall discount plan of the mall.

In addition to the big international brands, almost every domestic clothing brand is now suffering from a low level of security and heavy pressure of 30% buckles in the domestic shopping malls.

However, in the community store, the brand can completely rely on the actual sales needs of the brand itself, without the bazaar and the discount point, no discount or a discount that matches the brand image and location of the brand. It does not need to be restricted, the business initiative is large, and the performance is relatively stable.

In terms of brand image building and brand culture display, community stores have more space to display their brand image and culture.

In the shopping mall, subject to the overall business area of the shopping mall, the display of brand image and the display of overall goods are restricted.

In the ample community store, clothing brand product series, product display, brand image can be better displayed.

The community store can publicize the needs and promotion needs according to the brand image, post posters and other products in the shop itself. It can promote brand image in many ways and in depth.

Community stores are absolutely potential new business channels for brands.

The old business district is formed under historical conditions. They have an advantage in the flow of people and the concentration of Commerce.

However, the shops in the main business circle are usually very high rent, brand concentration and fierce competition.

Most of the community stores are located in commercial residential areas. The targeted consumption groups are more convenient for consumers.

And these areas are generally planning a number of supporting business areas, such as supporting the despot, small shopping malls, etc., forming an independent small business district, which may later develop into a business district with potential consumption.

Therefore, although the community store is still difficult to become the main sales channel of the brand from now on, it is undeniable that the community store is becoming a new growth point of commercial strength and has great potential for future development.

Service first

Since it is mainly dependent on people around the community and fixed customers, service and word of mouth have become an important factor in the success of marketing.

The key to the survival of community stores is to do everything possible to lock in new and old customers with more targeted, more intimate and close services.

Kevin Kelly stressed the need to provide customers with a comprehensive "nanny" one to one service.

In its shops, it will provide "nanny" all-weather free washing and nursing services for the customers, even if they are a pair of small socks, they can also be sent to the laundry to ensure that they are clean when taken.

Kevin Kelly also launched a new shop image -- a senior private club.

The club includes all kinds of products, from clothing fabrics to suits, shirts, windbreaker, T-shirts and other clothing products, and then to shoes, bags, neckties and other accessories products, all these products are displayed by category, guests can choose their favorite fabrics, colors, styles to customize services.

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The BonoTailor community custom shop aims to create a process of experiencing the leisure service for the consumer's purchase process. It attaches great importance to the details of services, such as ironing clothes for the consumers and carrying out the clothing rental business. Consumers can read fashion magazines and tea chat here.

At the same time, the Bonotailor community custom shop has the function of "eBono network direct selling experience center". The online sales garments are displayed and sold here. Consumers can intuitively feel the fabric, workmanship and try out effect of clothing, which can be purchased either directly or through the Internet.

In the increasingly diversified channel construction, this can bring more convenience to consumers, and make the brand targeted consumption more targeted "good neighbor" shop opening mode. It not only saves costs, but also eliminates consumers' sense of distance. At the same time, it also saves consumers' shopping time and provides consumers with the most convenient shopping service and consumption experience.

The rise of community stores undoubtedly indicates that consumers increasingly need a tangible consumption space that can be close to and experience. Community commerce is becoming a reflection and a new attempt to diversify sales channels of clothing brands.

However, community stores are not suitable for all brands.

How are the local economic development, market development and consumer preferences? Are the consumer groups in the community conforming to the brand consumer groups? How to conduct the future positioning and format combination of the enterprises?

These are the practical problems that every brand ready to enter into the community needs to consider.

Enterprises must choose their own channels according to their own business and positioning, rather than blindly follow suit, or just stay in the concept of "community store" speculation.