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NOVO&Nbsp; RETAIL Arrives &Nbsp; Who Is In The Fashion Wave Brand?

2011/8/19 13:38:00 130

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Who Is In The Fashion Wave Brand To Speak When NOVO RETAIL Arrives?

If we say the closest to consumers

Retail terminal

It is a barometer of fashion, so we can not overlook every change in the fashion retailing mode and have a profound impact on the process of modern business evolution.

The retail mode can not only change people's consumption habits, lead the consumption trend, but also impact the old concept of clothing R & D design and lead the brand development direction.

Take Japan, which is now leading the Asian fashion trend, for example, the four most famous boutique fashion companies: UNITED ARROWS, SHIP, TOMORROWLAND, and Baycrews, whose main mode of operation is to develop their own multi brand and multiple categories by acting as a well-known foreign brand.

Even though the specific operation is slightly different, the purpose of every company is to bring out its own unique high-quality lifestyle concept and take it as a business objective. Now it has become the largest fashion business in the world.

trend

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In China, NOVO RETAIL, which is also a business objective, continues to excavate the "selling hand" of the Euramerican tide brand on the one hand, and on the other hand, it aims at selling the terminal to customers.

Diversification

Pattern.

Novo Retail general manager Wang Zhihao (David Wong)

Facing the changing trend of the world's apparel retail market, various trends, fashions, trends and phenomena are intertwined and confused.

Wang Zhihao David Wong, general manager of Novo Retail, said: "Whoever can grasp the regularity of the situation through chaos and show it to consumers first will win the market opportunity."

NOVO RETAIL started with the purpose of leading the consumption trend at the beginning of its establishment, and striving to make the best and the most perfect clothing retailing.

The success of NOVO CONCEPT's new concept department store didn't stop the innovation of NOVO group. In 2008, it officially played a big role in its own brand. The concept is closer to the top of fashion Pyramid. The so-called self run brand is NOVO RETAIL's own business, whether it is brand choice, the choice of goods or the style of shop decoration is closer to the concept of NOVO.

The NOVO RETAIL, officially separated from NOVO CONCEPT in 2008, is widely known as Shang Yu (Shanghai) Limited, which specialised in the major international fashion brands of NOVO group.

In just a few years, the biggest success for NOVO RETAIL is brand advantage.

In just two years, it has successfully operated all kinds of international fashion brands, including REPLAY of Italy cowboy trump card, Japanese fashion cowboy brand EVISU, American classic bag brand LeSportsac, Italy fast fashion leader OVS Industry, and has successfully operated the multi brand hybrid concept store NOVO ME, which is popular among young people.

And constantly expanding the brand line, introducing more international brands that have never entered the Chinese market.

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David said: "although we have a good foundation in talent, location and channels, this is not everything. We should not exaggerate its role. Only by doing well in internal work well can we do better in our operation mode.

Expand brand

Who is in the fashion wave brand to speak when NOVO RETAIL arrives?

Diversified integration led by buyers

As a local company running an international fashion brand, the trust between NOVO RETAIL and consumers has always been based on the right choice of commodities. It is one of the most important factors to ensure the popular smell and taste acuity of commodity buyers.

Take NOVO CONCEPT in 2010 as an example. After the opening of Chongqing, there were only about 200 clothing brands, including 60 or so brands entering Chongqing for the first time.

There are also top brands such as ZARA OVS Industry, Italy's D&G, MOSCHINO, FOSSIL, ARMANI and Sam Lee's SUBCREW and 3E group ETNIES, which are also known as "fast fashion group" in Italy.

"We not only set up shop ourselves, but also do retail business ourselves.

NOVO CONCEPT fashion department store is our advantage, which enables us to better understand the tastes of consumers.

At the same time, the internationalized operation teams, the fashionable buyers who worked in France and Japan, are more effective in their internationalization background, and the information that is pmitted to us in the fashion department store is applied to the brand operation.

David said that the diversified integration led by buyers led to a quick response to the market, leading the trend of consumption.

At present, NOVO RETAIL operates exclusively in China except for REPLAY, EVISU, LeSportsac and so on, and has opened more than 20 NOVO brand ME stores in the country.

NOVO ME multi brand store has attracted more than 20 foreign brands in just two years, including Australia. Now it has been spread across the world's 5 major states and more than 20 countries' surfing fashion brand BillaBong, as well as the advanced skateboard fashion brand Stussy, as well as Cheap Monday, and the famous young people's fashion brand Supreme Being.

NOVO ME is becoming the incubator and weathervane of the domestic trend.

Flexibility of channel development

China has the economic and cultural background that other countries cannot compare.

Good things must be combined with China's specific practice to guide the consumption trend.

With its outstanding performance in many international famous fashion brands and high-end jeans fashion distribution in China, NOVO RETAIL has quickly occupied one or two or three tier cities in China in just a few years with more than 350 retail outlets in China.

Take the development of a city in Southwest China as an example. Before opening a flagship store with an area of 40 thousand square meters, it has allowed its famous denim brand store and NOVO ME trend complex to "test the water" in the local first-class shopping center.

Because of the trend of NOVO RETAIL entering Chongqing for the first time, there has been a wonderful chemical reaction in the small city of Southwest Hongkong. It has achieved good sales volume with the characteristics of more money, more goods and faster turnover of goods.

It is a question for all brand operators to consider which brand to choose.

The survey of surrounding traffic, population structure and consumption capacity is only the first step.

More attention should be paid to whether the management of shopping malls and their business practices impede brand personality, and the combination of brands should also be taken into account.

Similar to Italy Fast Fashion's leading brand OVS, it is the right choice to put more business stores in the community in order to promote the brand personality of casual clothes that suit their young and old.