Big Brands Fall In Love With &Nbsp; Luxury Brand Temporary Store Mode Is On The Rise.

When you go to a temporary store, you will first think of peddlers selling fruits and flowers. In fact, a few years ago, many of the big international brands that sat in the shop windows also tried this guerrilla style.

Paris in March of this year

In the past, temporary shops were synonymous with seasonal and discount promotions, and temporary shops are now associated with fashion.

Japan

For enterprises, guerrilla warfare not only helps to improve the visibility of new products, but also can be used for product sales and consumer education.

Innocent, a juice maker, used to open temporary shops in abandoned streetcars before launching new products, because the market information obtained was faster and more direct than market research.

In addition, Professor workshop used a scarf in the guerrilla shop of Hermes, while some guerrilla stores in Nike offered running and dancing training courses.

Fashion temporary stores can be more close to consumers, while brand shaping is based on some unique methods of operation:

In product design, it emphasizes uniqueness and one-off.

It is different from existing fixed stores, or even temporary stores before and after.

Vacant is a retailer mainly providing guerrilla services for international brands. It has worked with Nike, Reebok, BMW, K-swiss and other manufacturers to launch unique guerrilla stores in New York, London, Paris, Shanghai and Tokyo.

Each shop is a one-time, limited issue of goods.

On location, temporary shops will be chosen by consumers, but they are unexpected places.

On the one hand, we are more close to consumers, and on the one hand, we have a pleasant surprise.

WAL-MART has just opened a 2 day temporary store in the beach area of Miami, selling the new Metro 7 dress series.

Gap also converted a school bus into a temporary van, displaying T-shirts, toe slippers and beach caps, sending products to the door of consumers.

Japanese designer Wakubo Rei's costume guerrilla shop is located in places such as school laboratories, old car repair shops and so on.

The best weapon for temporary shops to attract eyeballs is mystique.

Each branch of Wakubo Rei's clothing guerrilla store uses the national telephone area code as the code, such as.+852 in Hongkong, +45 in Denmark, with local characteristics as decoration inspiration, and even the flavor of Vietnamese noodle restaurant.

Once the operation is over, the link on the website will show the word "disappear" and all links can no longer be used.

So people will look forward to the next guerrilla store.

In the past few months, the guerrilla store, the theme of the sportswear brand, which was based on the movie "I know women's heart", attracted many fans by exposing the movie flowers before the global screening.

How can the temporary shops that come and go like wind be known to consumers?

First, shops locate around consumers. There is a clear positioning of consumption, and no one is afraid to see them. For example, Chanel is targeting guerrilla stores in Cannes Film Festival, and guerrilla stores at uniqe at the subway station.

Second, relying on the word of mouth of Facebook and other social networking sites, supplemented by the trend website and a small number of posters, it will achieve a shocking publicity effect in a short time.

Because of its low cost and easy operation, guerrilla warfare has attracted many entrepreneurs who aim at design and creativity.

However, they often find it difficult to manage successfully.

In fact, this model is more suitable for the well-known scale brands, or at least cooperate with well-known brands and experts.

The reason is that temporary shops have a short operation time and aim at a relatively small number of consumers. Therefore, there is not enough income. It is difficult to rely on this mode to support enterprise growth.

In contrast, well-known brands and experts can bring more definite source of tourists and ensure store sales.

In the domestic market, some enterprises have begun to try this mode. For example, Semir recently launched container temporary T-shirt stores in all parts of the country. In 2010, Coca-Cola's coolus vitamins were also promoted by guerrilla stores in Shanghai and Beijing.

From the rise of temporary store mode, we can see that consumers' demand for novelty and fashion is rising day by day, not only the creativity of products is needed, but also the innovation of shopping experience.

In addition, the shorter and shorter trend cycle requires enterprises to be closer to consumers, so as to pmit the idea of innovative products more efficiently.