Brand Clothing Gathering Is More Important For Tourists, And Brand Culture Is The Most Important.

Recently, the original denim fashion brand Wolfzone and its agent TOUGH Jeansmith have joined hands with the PAT of the Changchun International Group to launch a trend shopping storm in the terminal stores such as Xiamen Zhonghua city and California Plaza.

The integration of more than a dozen "diversified" international brands will enable consumers to visit a store and enjoy more than ten selection rights.

Wolf Road and Jin Chang's first attempt to fashion aggregated "integrated sales mode" won the recognition of consumers.

Prior to that, swimmwear enterprises are trying to occupy a better position in department stores, and plan to negotiate integrated sales with underwear brands.

According to the needs of brand development and multi brand operation, diversified brand integration mode starts to germinate in Quanzhou brand clothing industry.

Diversified integration mode is emerging.

In the first half of this year, PAT of Jin Chang international group gathered in Xiamen Zhonghua city and California Plaza to assemble more than a dozen international brands on the PAT sales platform.

It is reported that the PAT fashion brand has both the brand of overseas acquisition, authorization and agency, and the distinctive brand developed by the famous designer of Jin Chang, which has gathered the latest international fashion elements.

Consumers can save the time of comparison and selection of each brand store, and feel the pleasure of walking in the "fashion experience Museum" while shopping.

Subsequently, Wolf Road clothing joined the brand, and a short-term integrated activity mode was used to jointly launch a sales storm.

In fact, before the cooperation with PAT, Wolf Road clothing has begun to try integration shop.

Earlier, the international tannin general store, named "tannin", was unveiled in Fujian Shishi pedestrian street.

The store has an area of 300 square meters. It combines Japanese international cowboy brand EDWIN, Hongkong international cowboy brand TOUGH, SALAD and its own brand WOLFZONE, which is the agent of Wolf Road apparel.

After encountering the situation of "less passenger traffic and continuous sales slump", swimsuit T will put on the agenda with the cooperation plan of famous underwear brands.

It is reported that bathing suits are classified as sporting goods in large high-end department stores.

In the recognition of domestic consumers, this category should belong to the same category as underwear.

Objective positioning of the dislocation, so that the company's T counters have not been upgraded.

In order to change the embarrassment of "positioning misalignment" and avoid becoming a marginalized sporting goods category, T company began to consider no longer exclusive counters, instead of seeking opportunities to open up counters with brand underwear enterprises, and plans to enter the department store with the "underwear swimsuit brand collection counter" mode.

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A series of lens playback shows that

Integration sprout in the brand clothing sector.

And this integration mode is not single, but diversified.

"In fact, it is not just for the same mother brand, belonging to different brands of different enterprises, it can also be" integrated ".

Liu Yiqun, general manager of Wolf Road, said that in the joint interaction with PAT, the two sides are also promoting mutual understanding. "The future does not exclude the possibility of" integration "in the same store.

Gathering tourists has more discourse power.

For T companies, seek and

The purpose of cooperation is clear: entering the underwear area, brand joint marketing is more influential.

"This influence is manifested in three aspects. On the one hand, it is the combination of two different kinds of brands, which increases the attractiveness of consumers. On the second hand, for us, it is also very important at present, and the bargaining power of negotiation with department stores is enhanced. In addition, the integration of multiple brands to promote publicity can reduce the publicity costs of various brands in the marketing process, and centralize the management of more funds and resources."

The head of T company has said.

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"A great role is to raise the right to speak and drive the flow of customers, which is endorsed by Wolfe, Jin Chang and other companies.

"In the negotiations with the mall, brand awareness is often weak if it is not high.

The reason why BELLE always gets the best position at the lowest price is that the main reason is that it always has several brands.

In addition, for the brand enterprises that set up shop shops, if the emerging business circle, a single brand often does not dare to enter, because they do not know if there are any brands coming in and coming into the future. The risk of uncertainty is relatively high.

If several brands enter into integration, brand power can be mutually driven and borrowed, so that the whole business circle can be heated up together.

Liu Yiqun said.

"Once Brand Company has calculated that the time of guests staying in a single brand store is not long, but in the integrated store, the time for guests to stay is significantly higher than that of a single brand store 3 times.

They also calculate another account, the use of integrated store mode can reduce the rental pressure and personnel costs 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.

An industry insider for example.

Cai Ming, general manager of Jin Chang International Co., Ltd. also said that with the growing maturity of the consumer market, the intensification of competition and the increasingly diversified consumption, the single brand store's "gathering power" has gradually weakened, while the operating cost has been increasing.

The combination of different brands can widen the choice of consumers and make use of the regional appeal of a number of well-known brands to achieve the sales of all brand products.

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Brand culture is most important.

Referring to the premise of brand integration, the three enterprises are responsible for the integration of enterprises.

The reason why T is positioning the cooperative brand in the underwear industry is that the most important reason is that the swimwear and underwear belong to the same category of products, and the target group is the same, and the brand publicity mode is also close.

Moreover, these two categories of products are related but not substitutable.

"This includes integration of brands, not only in terms of product relevance, but also to reflect the cultural joint point between brand and brand, to integrate different styles of brands through a unified and complete store, not to form competition among each other, but also to maximize the amount of product updates.

But for integrated brand, its management and operation difficulty is more cumbersome and challenging than single brand management.

Liu Yiqun said that for Wolf Road, regardless of which integration mode, Wolf Road will adhere to its brand concept and positioning.

As for the Quanzhou fashion that starts to pursue brand fashion and personalization, multi brand integration can gather the latest fashion trend, which is also fit for the development of enterprises.

For wolf dress, it is a goal of Liu Yiqun to do "big integration" and reflect the fashion trend.

According to Liu Yiqun, at present, Wolfgang is negotiating a shop with hundreds of square meters of floor. In the future, we hope to introduce more brands. "Not just to sell clothes, we need to create a feeling that when we get to the store, different consumers can have fashion experience. For example, they can have a cup of coffee and do something they like.

This will be a great integration. "

Jin Chang is nothing more than that.

In PAT, every decoration is a commodity, which is closely linked with the mainstream trend of fashion at the same time, highlighting a number of personalized selling points.

And integrate the daily work, life, leisure, sports occasions, accessories style, integration to show the international trend.

"PAT is an international fast fashion and multi brand integration space for fashion crowd. It brings together the elegance of Paris, the new English classics, the avant-garde Milan's creativity and the lifestyle of New York. It subverts the unity of the inherent terminal mode and customize the diversified concept of fashion life for consumers."

Cai Ming said.

Stones from other hills

Three integration stages of YOUNGOR

YOUNGOR integrated store is based on the existing franchise store resources, rich brand product type, business and business casual clothing brand merchandise centralized sales mode.

In order to meet the various needs of the existing market for clothing and merchandise, it has formed an integrated business oriented brand and guided by the brand in the same store. The brand of different styles and types will operate together under the guidance of the same culture and culture.

Therefore, the integrated store can become the brand incubator of YOUNGOR, that is, the initial and growth period can be achieved through the joint operation with other well-known brands in the integrated store, so as to realize the brand's rapid marketing and consumer cognition. After its maturation, it will be divided into various franchised stores, which will expand the circulation speed of the products and get the brand intangible assets.

In the development process of the store mode formed by YOUNGOR integrated brand, it needs to go through different stages of development and management mode.

The form of store development at different stages of development will have a certain market impact at different consumption stages.

The first stage: product assembling shop.

Centralised sales of goods of different categories will be conducted on the same business mark.

Quantifying the market with products is the main form of operation in the category era.

Through the division of its own products, YOUNGOR can maintain its own good development in the stage of assembling stores, and gain business trust for the next brand cooperation or brand agent.

The second stage: product franchised stores.

Through the screening of different brand products suppliers and franchised stores own goods centralized and unified sales.

It is the main manifestation of quality era to ensure product quality and realize the co operation of business type clothing products.

The combination of private brand and agency brand will make full use of the different consumption orientation represented by different brands to get more customers' recognition.

The third stage: brand integration shop.

Brand management of the same type of products will be carried out, and different brands with different needs and levels will be concentrated in the same store.

With the appearance of high quality products, we can realize the fast marketing of convenience goods.

At this stage, YOUNGOR is no longer a single brand name, it can be a general name of "store". It pforms YOUNGOR's name from original dress endorsement to life endorsement or fashion endorsement.

By distinguishing the different brands in the brand integrated store, YOUNGOR can increase the consumer's choice of consumption.

Utilizing the regional appeal of a number of well-known brands to achieve the sale of common brand products.

In the store, the difference between the brand product in the life and the price difference in the purchase form the purchase attempt of different classes on the same cultural basis.

Red Dragonfly joint Chuang Ji family

Integrated appearance in Fujian

A few days ago, the Red Dragonfly fashion ensemble joined hands with "Chuang Ji family" to settle in Sanming.

The total terminal area of the shop is 300 square meters. The store has covered the brand's men's clothing, leather shoes, leather goods, accessories, children and so on. It has been integrated into the latest brand elements and fashion concept of the Red Dragonfly fashion group.

Zhuang Hanyang, chairman of Chuang Chi's family, and Zhang Shaobin, vice president of Red Dragonfly fashion group, said that the creation of this cooperation mode has brought new development ideas for both sides, and is considering copying this model to more outlets in the province.

It is reported that the concept of integrated store comes from Europe, and it is a terminal form relying on strong brand influence to carry out diversified product sales, which is mainly used for luxury brand management.

As early as the end of 2007, red dragonfly launched the first integrated store in the country, with a business area of 900 square meters, and assembled four fashion products of Red Dragonfly's clothing, footwear, leather goods and accessories to provide customers with one-stop shopping experience.

The "integration" concept of this luxury brand has improved the single store performance of red dragonfly, and its profit has increased by more than 20% over that of ordinary stores.

Red Dragonfly Sanming international fashion integration is the latest generation of integrated store after its group channel innovation.

The group said that following the different needs of the local terminal market, this integrated store mode will also generate a variety of shop type types, with a more precise combination of positioning, to accept the increasingly discerning eye of consumers, and create a relaxed, cheerful, fashionable and healthy lifestyle.