4S Experience Hall: Transformation Of Apparel Retail Terminal

In pursuit of asset light weight and electricity supplier mode.

Bin Bao (BENBO) opened the first 4S experience Museum in Guangzhou at the beginning of the Wan Ling Hui square in the early years, and pioneered the 4S experience mode in the apparel industry, triggering the pformation of terminal operation.

This is a well-known German company.

Clothing retail terminal, bring forth the new and bring forth the new.

No matter what channel or channel the consumer learns about the brand or product information, the intimate contact and purchase behavior with the clothing is finally implemented on the sales terminal.

When the factors such as commodity, price, promotion and geographical location become more and more difficult to create the differentiation advantage of enterprises, the terminal itself provides an excellent opportunity for the differentiation of enterprises.

For example, the seven wolves launched the men's living center in the commercial center, and the white-collar launches lifestyle shop.

In the new terminal upgrading process, garment enterprises, which compete in oligopoly market segments, pay more and more attention to the construction of flagship stores and experiential shops.

Domestic apparel enterprises are paying more and more attention to the creation and delivery of added value while conveying their products and services. The most important thing is the strong impact and charisma of consumers through packaging and shaping, especially experience.

Although experiential marketing was adopted in fashion fashion in 1998, there are still some problems and deficiencies in the experience marketing of domestic apparel retailers.

For example, many domestic brands still mistakenly believe that experiential marketing is to let consumers feel good products and services, and move towards the homogenization of products and services; for example, blind attention to details and lack of themes in terminal design, the promotion of services is limited to lighting, color, display and so on, and lack of theme and brand image.

Therefore, in the era of experience king, how to use experience marketing to better win the retail terminal is of great significance for all clothing brands.

China clothing association released a report that with the development of a new generation of consumer groups represented by post-80s and post-90s, the clothing retail market will be further subdivided, and the differentiated development of the corresponding channels will not only be reflected in the richness of formats, but also more concentrated on changing the way of marketing and creating more specialized, personalized and targeted sales places.

Consumers living in the city are paying more and more attention to their own fashion labels. They are highly educated and have an independent aesthetic ability.

Specifically, the three characteristics of the "one generation" consumer group are: pursuit of fast fashion. Compared with their parents, the generation generation of consumers is following the fashion trend and pursuing the update rate of high frequency. Fashion is the label that they always follow the trend. The pursuit of cross boundary feeling is not only focused on the shaping of personal image, such as dress collocation, hairstyle design and so on, but also more and more emphasis on more diverse sensory experience.

Based on this deep-seated demand, bin Bao dress for the first time in the 4S experience Museum, bringing the experience elements of Sight, Ear, Nose, Touch and other elements, from a single visual experience to a full range of sensory experience including vision, hearing, smell, touch and so on, leading the pformation of fashion terminal experience mode.

Bin Bao 4S experience Museum, fusion Aesthetics

The concept of 4S was first applied to the automotive industry. The first application of this model to the garment industry is a pformation of the traditional terminal form.

This brand new marketing mode covers: Sell (clothing sales), Sight Experience (visual experience), Self-Identity Service (personalized service), Life Style Salon (Fashion salon).

The 4S experience mode of the clothing industry is different from the 4S operation mode of the automobile industry. The core of the automobile 4S shop is to provide perfect after-sales service. The core of the 4S concept Pavilion is the experience. The integration of experience marketing is not only a response to the consumption trend, but also a change to the traditional channel.

From selling products to selling fashions.

The pursuit of "fast fashion" has become a typical feature of the "one generation" consumer group. Fast fashion brands represented by Zara and H&M once seized the heights of "fast fashion" costumes. They provide efficient fashion design and development teams and fast response supply chain systems to fashion enthusiasts with high frequency updates.

However, in the market environment where consumers are increasingly pursuing their own market, paying attention to the customer experience of fast fashion brands has become the magic weapon that will always follow the trend.

On the one hand, on the one hand, on the one hand, with the Italy international famous design group, the costumes are introduced into the fashion design of the global trend. At the same time, the industry supply chain is integrated with the domestic first-class manufacturers to form a strategic alliance to support the brand pformation from the brand to the fast response. On the other hand, along with the successive opening of the 4S experience Museum in the first tier cities across the country, the new generation of fast fashion experience of the "generation" consumer group will bring the competition domain of fast fashion brand from the inside of the focus enterprise to the outside of the enterprise, that is, the consumer demand is the center.

From rational pursuit to sensory experience.

In the era of experience economy, vision is the foundation of customer experience.

All the visual elements of retail terminal such as store design, decoration, display, model, props, light, POP advertisement, trademark and tag are a complete and systematic concept of visual marketing, and these elements that constitute visual merchandising affect the individual experience of consumers in a comprehensive way in the dynamic consumption process.

The brand's visual experience will be pformed into the brand image accumulated in the consumer's memory, and become the foundation of building consumer brand loyalty.

Walking into McDonald's or KFC, it is a rich leisure culture: clean tables and chairs and bright windows, or relaxing or melodious background music. Even if it is not for the meal, young people will come in to buy a coke, read books and chat.

For clothing brands, visual experience occurs from a far seeing flagship store or brand image shop. It is not a link completion, but a result of mutual penetration and resultant force in the whole shopping link.

It is borrowed from the theme design elements of "Berlin aesthetics", which enables customers to enter the experience museum while entering the shopping environment of cultural connotation created by German architectural aesthetics.

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From selling services to selling personality.

The pursuit of "character personality" is a major feature of the "one generation" consumer group. They focus on their personal clothing, hair design, skin care and other personal images. They have their own understanding and recognition of the image creation. At the same time, as a group of highly educated people, the "generation generation" are willing to accept the scientific image guidance and image consultant.

Therefore, inviting fashion designers to provide personalized matching services at regular stops will provide consumers with targeted personal experience.

On the one hand, fashion designers are regarded as "leaders of speech". Their opinions on fashion are often sought after by other consumers. On the other hand, fashion designers can tailor their fashions by understanding their occupations, preferences and attending occasions.

If consumers are still at the stage of rational consumption at the time of consumer consultation, rational consumers have gradually moved towards sensibility after the purchase and collocation instruction.

As CEO said, "you can buy a shirt that you may not be able to match with yourself on the Internet." but at bin Bao, our fashion consultant will provide the most professional one to one dress solution to help you match and teach you to dress.

From consumption behavior to life concept.

From the level of brand development, the birth and growth stage of a brand may start with the flagship store, which focuses on external image presentation.

When the brand has a recognizable style and attitude, it will develop towards the "lifestyle shop" level, which focuses on creating an atmosphere of "taste". It does not simply point to sales, nor does it simply show the image, but tends to convey the attitude of enjoying life.

Bin Bao's positioning of the "generation" consumer group is the urban elite who pursues a perfect career and perfect quality life. They have experienced positive and enterprising mindset in the workplace and pay attention to the professional costumes for their personal temperament. They are good at showing their own taste through image consultant and clothing matching. For this group of consumers, they are not only the clothing products themselves, but a value concept and lifestyle.

Through the "Berlin aesthetics" design, the most popular trend of visual experience is presented. The fashion salon co operated with the fashion media is moved to the 4S experience Museum, covering the fashion consumer life experience 360 degrees.

New experience of apparel terminal experience

The "generation one" consumer demand for products is no longer a simple comfort and appropriateness, but also a focus on brand positioning and cultural communication.

For apparel retailers, if there is no comprehensive understanding of experiential marketing, it is impossible to integrate various resource factors and carry out effective brand communication.

Brand positioning around the terminal design.

Positioning is the premise of marketing activities, and terminal design is no exception.

Clothing retail terminal is a specific manifestation of brand positioning.

The clothing brand should have its own overall brand strategic planning, and terminal design is one of the visual display channels of the overall brand image.

Therefore, the design of retail terminal should correspond to its brand positioning and can not blindly copy other brands.

This requires clothing retail enterprises to do well in the early stage of the terminal design, and at the same time, the internal design and product design of the retail terminal should be integrated into one, so as to ensure that the terminal image is consistent with the brand culture of the enterprise.

For example, the "Berlin aesthetics" element introduced by bin Bao highlights the lineage of the German fashion brand of bin Bao, and highlights the simplicity, elegance and comfort of the brand.

The development of brand is a process. The image design of clothing retail terminal should also be updated with the growth of brand, otherwise consumers will not only be fatigued with the image of the retail terminal, but also doubt the business capability of the retail business.

Although the apparel retail terminal should follow the brand's consistent style and positioning in the overall style, it is also affected by the trend of the season, so it is necessary to show the fashion trend in detail.

Experience theme determines experience communication.

Experiential marketing is based on a theme, and all services and marketing activities focus on this theme. From the perspective of experience generation, the theme is the basis of experience.

These themes are not random, but designed by experienced marketers.

For example, the white-collar lifestyle museum is a concept of life, representing the unique personality and taste of a brand.

Experience marketing also has certain requirements for the theme.

The theme of humanized brand determines that the experience communication should be humanized and emotional. It can stimulate consumers' inner brand identity and emotional expectation through the stimulation of retail terminal atmosphere, emotional stimulation, and the influence of consumers' feelings and emotions.

In the process of experiential marketing, every communication request should support the theme or be consistent with the theme.

Customer orientation seeks competitive advantage.

After brand positioning, clothing retail enterprises should determine the marketing strategy and experience mode of the target consumer group according to their consumption psychology and behavior characteristics.

Since Philip Kotler put forward the idea of customer value, business circles have turned from internal orientation to outward looking for competitive advantage, that is, thinking from the perspective of consumers.

Experiential marketing is based on consumer psychological needs, from the perspective of customer experience, to examine their products and services.

From the original retail store to the flagship store and brand image shop, and then to the new lifestyle Museum and 4S experience Museum, every upgrade of the retail terminal revolves around the psychological and behavioral changes of the consumer group, and from the initial attention to its own products and services to the concern of customer value and customer satisfaction, resulting in differential competition.

Experience marketing focuses on lasting communication.

Brand needs to be accumulated. Clothing retailers should use experience of sustainable development to conform to the trend of economic development, and experience marketing as a long-term development strategy.

Throughout history, successful brands have their unique customer value proposition and have been disseminated for a long time.