"Brand Mix Shops" Into Hangzhou Mode Become A Trend

ZARA and H&M have entered the Hangzhou for two or three years. They have brought the template of fast fashion, and have made the guests more accustomed to the integrated stores that mix men's clothing, shoes, bags and accessories. They are changing the shopping habits of customers slowly, and quietly changing the brand mode of Hangzhou Department stores.

Single brands in department stores are becoming more and more difficult to survive, but the brand mix shops that combine different brands of superior goods are getting more and more accepted, from the P+ of Hangzhou Tower to NOVO of the Mixc, and this time it. opens again.

It. and other brands

ZARA shops can sell women's wear, men's wear, children's wear, even shoes and accessories, but most brand stores can't make it so full. Therefore, a group of companies with multiple brands has come up with a way to combine different brands of superior goods together, and let brands borrow each other in an integrated store mode. At present, companies such as it., BELLE, Nike, ADI, Levi s and agge are trying to make integration stores.

The it. discount store, which is scheduled to open on Friday, has only two brands of b+ab and izzue, but it is said that the other brands of discount products will also be integrated into the clothing store's integration store in it..

"Before, ADI, Nike opened discount stores are also multi brand integration shop, BELLE's M.A.P store is also a collection of Joy&Peace, Teenmix, Staccato integration store."

The head of the clothing House said.

Last week, in the integrated shop of the star, which opened in Lixing, it also accommodated three sub brands of ETAM, Weekend and ES. The Levi 's, which used to make jeans, was not idle. In addition to Levi' s, there were Quik silver, Roxy and other brands in the integrated store. On Saturday, there were brands of ST&SAT, silver, bar, and so on in the store.

In the same retail terminal, the "brand mix shop" that combines multiple brands and multiple series of goods is emerging.

The integration store can save more guests and have more business opportunities.

When a single brand store gradually weakens, the different brands are gathered together, though it is because they want to embody more brands and products on the same area, but more importantly, the "gathering power" of the integrated store can not be underestimated.

Many visitors who have visited ZARA and H&M know that buying clothes will buy trousers, shoes, bags, hats, jewelry and other things when ordering, but such shopping mode can not be realized in single brand stores.

"Many brands of large companies cooperate with each other, and the abundance of goods in the counter increases, so they are not afraid of staying guests."

At home, many Brand Company have calculated that guests do not stay in single brand shops for a long time, but in integrated stores, the time for guests to stay is significantly higher than that of single brand stores 3 times.

"They will choose and compare among different items. The turnover rate is very high."

The head of Brand Company said.

"Brand mix shops" are 1 times more profitable than single brand stores.

Whether it is to prolong the stay time of guests or enhance the richness of goods, the final direction of the "brand mix shop" mode is two words of efficiency.

Brand Company has counted an account. The use of integrated store mode can reduce the rental pressure and personnel cost per square meter in the store, which is estimated to be 15% lower than that of the single brand store, but sales can increase a lot.

In this way, many group companies feel that launching multi brand mix shops is a cost-effective thing.

"Taking discount stores, at least double the benefits of integrated stores than single brand stores, so we are also planning to find other large companies with multiple brands to cooperate."

It is also an important reason why many Brand Company began to turn to integrated stores.

For brands, the shops in downtown department stores are all small and small. Many brands may choose to set up an image store in Shopping Mall, while in the center of the city, it will become a "brand mix shop" with high square efficiency. This will surely become a trend.