Luxury Cultural Landing, Fast Fashion Brand Penetration Strategy

< p > when some luxury brands announced the slowdown in the speed of opening stores in China, and quietly closed some poorly managed shops, other luxury brands did not believe in evil spirits, and faced difficulties and continued to shop in China.

A few days ago, MontBlanc's new boutiques in Hongqiao's Chia Jia center in Shanghai, China, had not yet faded. The news of the second flagship stores opened by Nanjing West Road in Nanjing West Road in Shanghai has been released recently. In June 14th, the new landmark of Shanghai's landmark gold spot gathered many leading figures in the global luxury industry. It also attracted the biggest event of the year in this region -- the celebration of the SWATCH group, Baoji, Bao Po, and yudero three stores.

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The international fast fashion brand, less than P and luxury goods, has been seen in recent years in the Chinese market.

When luxury goods choose to shop in the shopping malls of major shopping malls and important cities, they set up battlefields in mature business circles and MALL with large traffic volume.

In their view, this is a fashionable and diversified era. Elegance keeps pace with the masses and complements each other. China has unlimited market potential.

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< p > < strong > luxury cultural landing < /strong > /p >

< p > 1~4 months this year, the performance of China's luxury market is actually not optimistic.

Nonetheless, many brand activities have been followed by a series of brands. The new store's large scale and atmosphere are hidden behind these luxury brands.

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< p > the brand new boutique of MontBlanc Shanghai Hongqiao SHANG Jia center has nearly 700 square meters. MontBlanc has positioned the new store as an art museum.

The new shop is permeated with the rich contemporary art atmosphere. The spacious space shows the classic products of MontBlanc's collection and 12 original works from Italy, Germany, Korea, the United Kingdom, Norway, Russia and China.

In order to create surprise at the opening ceremony, MontBlanc ignited the enthusiasm of everyone with a strong star lineup.

The brand spokesperson, Hollywood superstar Nicholas Cage and Hollywood actress MaggieQ wore the 1858 series of special edition of MontBlanc MontBlanc. The special trip to Shanghai has undoubtedly improved the standard of activities. The presence of Nicky Wu and Ma Su has expressed the strategy of localization of the brand.

The original Shadow Dance in the scene, combined with the form of light and shadow and body language, echoed the artistic orientation of MontBlanc again.

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< p > Blancpain Po Po, Shanghai Xintiandi flagship store is designed as a club showing a good life.

The store has a brand new European style neoclassical decoration, covering nearly 700 square meters of double-layer duplex pick up space not only includes the latest and the most sophisticated high-end watches and watches, and is also the world's first exclusive club and customer service center store.

Here, there is a book bar, which collects many works of culture and art. There is also a Swiss Restaurant. Customers can not only get excellent shopping experience, but also feel the pure Swiss culture.

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< p > in addition, the area is 598 square meters, located in Baoji boutique of The Langham London Hotel in Shanghai. It is not only the largest boutique in Paris, but also the third treasure Museum in the world after Paris and Zurich.

The museum displays antique timepieces that witness the history of the brand, including more than 200 years of history, including watches, travel clocks, custom watches and nautical precision timepieces.

Here, we have a profound and comprehensive understanding of the history of Baoji and the development of world clocks through antique watches and video materials.

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< p > the flagship store in Nanjing West Road, Shanghai, focusing on the story of Bai Ling Ling and flying.

The flying horse of the Mustang fighters standing in the center of the shop symbolizes the bloodline origin of the hundred year Ling and the world aviation industry.

In the display cabinet of exquisite airlift decorations, there are many masterpieces of the brenling wrist, which contain more than 100 pieces of timepieces of all eleven series of brands and the Bentley series. It confirms the immortal promise of "the most precise timepiece" produced by Brennan.

Several original Flying themes from KevinTKelly, a famous pop artist in New York, are hung on the wall, with strong colors, bold style and exaggerated composition.

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Although P is a top brand store and flagship store, it has different presentation styles and cultural styles.

Mark Hayek, global president and chief executive of the three brands of Baoji, Bao Po, and Jacques de la, MarcA.Hayek, told the daily economic news reporter: "no matter in the exclusive stores, flagship stores or other forms, apart from sales, the most important function is to show consumers the cultural connotation of the brand and convey our life philosophy.

Under the circumstances of economic instability and fierce market competition, we need to win and touch more people through cultural display.

Apart from competing brands, competition should also be used as a brand culture to support products.

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< p > strong > fast fashion brand penetration strategy < /strong > /p >

< p > while luxury goods are developing in the Chinese market with elegant and artistic posture, fast fashion brands are not idle. They are also constantly expanding and grabbing sites.

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< p > the most obvious feature of fast fashion brands is "fast, ruthless and accurate". They always follow the trend, and the speed of new products to shops is very fast. The frequency of display is even more than two times a week.

The fast speed and super high frequency update make the fashionable people feel excited. ZARA, H&M, C&A, GAP and UNIQLO are all familiar fast fashion brands.

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No matter what happens, many cities in China come up with a lot of fast fashion brands, such as the active nerve endings in the city, which are scattered in the most prosperous, popular and fashionable sections. They also update our life and catch up with the fashionable rhythm with their high frequency refreshing speed and amazing price. P

In May 30th, C&A, a famous international brand with a history of more than 170 years, opened in Chongqing, Holland. It is the fiftieth store of C&A in the Chinese market and sixth stores in the southwest.

On the day of the activity, C&A invited fashion stars and movie actors and actress Jia Nailiang to help, and released the spring and summer fashion with youthful vigor.

In June 5th, Gap opened its fifty-fourth store in Greater China (including 44 stores and 10 outlets) - Gap Zhengda Plaza. It also announced its official opening. Gap once again expanded its brand presence in China.

The area of Zhengda Plaza is 1017 square meters, which is located in the golden section of Yu Hai Lujiazui. It marks the official entry of Gap into Lujiazui's core business circle and further its fashion layout in Shanghai.

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