Star Driving To A New Shop -- How To "Show"

What are we going to see? Stars or brands? Whenever a friend asks me, I am always puzzled. What do we want to see in a jubilant manner, whether we are going to see the stars of the scenery, see the fashion show of the eye, see the art exhibition brought by the designers, or simply want to see the brand, and carefully examine its culture?

Terminal promotion, brand will become more and more "show", how to do high-end, not vulgar, is really a learning.

Just as all brands are trying their best to improve their exposure rate, some people are also quietly pondering whether the existing mode is the best. Can we discard the dispute of interest for a time, and seek to join forces to challenge the new mode? White-collar and Notting Hill, the two Beijing top level men and women wear brands have jointly taken the first step of "experience" in Hefei, giving the brand a new interpretation of "bright show".

Taking stock of the promotion and promotion of the major brands, behind the Eight Immortals crossing the sea, they contain the mystery of brand concept and corporate culture.

Star to shine

Let's first talk about the presence of celebrities. This is probably the most common and attracting the public.

Jay Chou, the hottest little king of Chinese language, is the spokesman. The use of star effect is the most popular among all fashion brands.

Whenever we hear that Jay Chou, the opening of a new shop in a certain place, will emerge huge waves in this city and surrounding cities.

On the eve of the 2007 National Day, the crowds of the Santa Fe Plaza building in Nanjing East Road in Shanghai were raging. The screams came one after another. It turned out that Jay Chou was a fan to celebrate the opening of the largest flagship store in the United States.

and

Designers feel more trustworthy.

In the European and American markets where the designer occupies an important part, a designer can be invited to the scene to interact with consumers. It may be more effective than celebrities, and consumers are more likely to buy. If GiorgioArmani, VERSACE and other top designers arrive, the light will definitely cover the stars.

After the international financial crisis, a show of Zegna's tailor made men's wear in Hangzhou was the first shot for its terminal store's gold suction scheme.

Although on the day of the custom show, the viewer failed to see the designer himself, the top men's fabric and the real touch feeling displayed by the staff still let the consumer experience the perfect combination of Zegna's luxurious fabric and the master's tailoring.

If a brand new shop opens, a designer can tell me at the scene, "you are more suitable for this short section", then help me to recommend the model to the left quantity and the right ratio. I am sure I am excited to go to the shop door every day waiting for the new product to go public.

Perhaps the charm of the designer's live show is better than the shopping guide's one thousand "design concept".

Celebrities and famous teachers can be regarded as sharp weapons for promotion and upgrading of the terminal, and thematic activities are more and more effective in recent years.

"Theme" only has "story" {page_break}

As a terminal promotion, not just the moment of opening up, which enterprise does not want its brand to have a more far-reaching impact. In various grope and exploration, the annual "theme activity" launched around the terminal brand promotion has been applied more and more.

In 2006, the "love and beauty China trip" was one of the classics. The activities lasted for 10 months, and the brand culture was spread in nearly 15 cities.

However, the contribution of love to the industry is not only the sensory stimulation brought by the first lingerie art in China, but also throughout the whole country. It is a more positive goal for more people to understand the elegance, beauty, luxury and elegance of underwear.

Admittedly, the admiration of harvest is not the same as that of terminal sales, and the "leading brand of underwear industry" is the perfect stage for this year's highest level and nationwide brand culture promotion project.

The main theme of choosing theme activities as terminal promotion brands is whether the theme really catches the eyeballs and needs of consumers.

Chen Jingxia, deputy general manager of Anshan Commercial Investment Co., Ltd., also said that selecting the platform and identifying the location is very important for the promotion of the brand terminals. For example, the star concert of Wacoal brand "Kangxi grand ceremony" has further enhanced the influence of the brand on the terminal.

Pure art can also achieve success.

Yi Wen enterprise group is the first Chinese enterprise to commercialize emotion. The embedded brand marketing mode of emotional and cultural marketing has accumulated a lot of popularity for terminal stores.

From 2000, Yi Wen's first touch marketing was a large-scale exhibition called "my father, my mother, emotional fashion", the old photos representing parents' parents in Xidan and Wangfujing street in Beijing. After the 2003 SARS, thousands of hand pictures were displayed on the theme of "the beauty of the wind and rain"; the large display of "the desire of the throat" in the autumn of 2005 was a reminder of the desire to control the social and family responsibilities in the era of such a rapid improvement in such a material life.

Many times, combing emotional marketing is just a mode and means for terminal promotion, and the most important is a brand proposition.

Wu Jianmin, chairman of the board of directors, believes that the sales outlet of Shu Lang is mainly about how to attract new customers and maintain VIP customers. In addition to the distribution of birthday gifts, the customer's wardrobe matching course is not regularly carried out. The image designer of Shu Lang will teach color matching and dressing knowledge on the spot to help the terminal store maintain customers.