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Clothing Marketing: Can Guerrilla Stores Create Sales Miracles Against Attack?

2014/1/20 14:10:00 347

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recently, luxury players in Europe suddenly became obsessed with a more low-key Guerilla Shop.

In recent months, many of these retail explorers have been known as world brands, including Herm s, Louis Weedon Louis and Chanel (CHANEL).

This move is considered to be a new way for businessmen to develop new sources of tourists, stimulate consumption and create sales performance in difficult times.

The clothing of guerrilla store strong > DBG is still dominated by T shirt /p >

as early as 2004, the Japanese female designer Wakubo Rei started her first Comme des Garons guerrilla shop, which is located in the Mitte area of Berlin, Germany, with a strong artistic sense. The idea and concept of shops are not luxury and luxury, but are more inclined to street design art.

The monthly rent of the shop is not more than 1000 dollars, and the cost of decoration is controlled within 2000 dollars.

Wakubo Reisai, we saw the fierce guerrilla warfare. It exploded waves of buying and selling, quickly created sales miracles, attacked cities, and fought repeatedly. Inventory products became myth of sale, which made many independent designers and brands in China very jealous.

in mainland China, there is also a guerrilla shop with a single shot for a loophole.

As early as 2007, the local original design group called "DBG Guangzhou" was set up as the first guerrilla gun, selling limited edition T-shirts, original design products, records, books and artworks everywhere.

Since then, iMART creative market "creative products shop space experiment", trend YOHO "guerrilla stores" joined guerrilla activities, some exhibition galleries and creative bases, are also willing to cooperate with some creators and their brands, original works to plan guerrilla stores.

However, compared with the sales performance of large guerrilla stores abroad, guerrilla stores in China are still too small, and brand promotion is better than product sales.

DBG: < a href= "http://www.91se91.com/news/list.aspx Classid=101112107105" > guerrilla shop < /a > not only for sale goods /p >

DBG, the abbreviation of "Design by Guangzhou" is a spontaneous team defending local creativity.

From June 20th to August 20th, DBG guerrilla store #4 opened.

This guerrilla store is an experimental space that integrates DBG entity shops, design studios, artistic creation, music activities and lectures. Besides providing an original design sales display space, it is also an open creation platform for DBG guerrillas.

The meaning of "DBG" is the symbol of guerrilla shop in DBG. DBG has been a guerrilla shop in different places since the beginning of the year. #4 is a new continuation.

in recent years, the "DBG Guangzhou design" has also attracted some like-minded designers to cooperate in cross-border form, create some peculiar special costumes, bring various new creative T-shirts, such as the shell faction series and Monster Roboter series co operating with X2R, I dont care series in 2007 and 223.

for clothing, DBG is mainly designing T-shirts, because the threshold of T-shirt entry is low, basically is graphic design, and fashion design is more difficult, involving fabric, tailoring and other details, it is not easy to produce high standard design works.

guerrilla shop is a long-term plan for DBG.

We will set up temporary DBG stores in special spaces around the world. We will try to use the concept of guerrilla to combine artwork display and design sales with a fresh sense of the changing business culture.

"We do not choose stall vendors because there are no fixed shops," said Gary, DBG's chief creator.

Gary laughed and said, "actually, we had 4 cooperative shops earlier.

But the concept of selling guerrilla stores is different from that of fixed stores.

Just like this revolutionary name, we have to learn the Chinese revolutionary sages, unable to carry out large-scale regular army operations, and fight guerrilla warfare with our ability.

It can't be like a big group. Every subway exit or McDonald's is laying business points next to each other, but guerrilla warfare can achieve our goal - let us know where the original power is, rather than just selling goods.

at present, DBG has about ten consignment shops, and has been pferred to guerrilla stores around the country.

"I want to do anything interesting and interesting," Gary said.

In fact, the design of DBG is not too much. The product is only a medium and a way of communication. The key is to achieve their new ideas, so that more people can understand and identify their ideas and give more opportunities for creators, instead of making the brand bigger and earn more money.

Wang Yiyang: pure imitation can not create a sales miracle. /p >

graduated from Donghua University, < < a href= > http://www.91se91.com/news/list.aspx > Classid=101112107108 > > designer < /a > Wang Yi Yang had a guerrilla store experiment in Beijing three years ago. She mentioned the inspiration source and hid herself from Wakubo Rei.

Wang Yiyang felt that he did not have a clear idea at that time. He had to copy someone, or refer to someone's example, but he had seen many forms of guerrilla shops.

In the form of guerrilla stores, on the one hand, there are psychological factors, which are very fond of this form; on the other hand, they are also out of necessity.

This is essentially different from Wakubo Rei's CdG guerrilla shop.

CdG set up guerrilla stores is a planned, proactive behavior, it has a careful plan and steps, is a mature brand strategy.

Without a mature brand, without commercial planning and strong economic strength, it is bound to not exist for a long time.

the economic results of the experiment were also "optimistic", and the sales income was roughly the same as the previous investment.

Among them, rents account for the largest proportion of all inputs, more than 50%, while the rest are spent on decoration, pportation and labor costs.

Wang Yiyang confessed that he was not too much pressure on sales at that time and felt that this form was interesting to participate in and promoted more than sales.

As a cutting-edge designer, he believes that to truly open a guerrilla shop of its own, it will take many factors of heaven, earth and human resources. It is by no means a mere imitation that it can have a sales miracle.

Zhang Da: if you want to make money in guerrilla shops, you should also spend more on your brain .

Zhang Da, a designer who opened temporary stores in Beijing 798 at the beginning of this year, believes that many of China's P is learning from a very superficial form.

Some guerrilla shops have completely made the concept and finally become a mere formality.

"P >" Wakubo Rei's guerrilla shops all sell inventory, this is the right way, not to pursue fashion in fashion.

If the shop is rented and is still very high, it is not worth opening temporary stores because the cost is too high.

Unless this person or brand has a lot of influence, such as H&M and Wakubo Rei's cooperation series, it will be empty in one hour.

Otherwise, temporary shops will not play a big role.

Zhang Da said, "if other Chinese designers really want to make money in the form of temporary stores, I am afraid they will have more brains.

This is not the concept of speculation, but also the rules of marketing.

in fact, most of the guerrilla stores and temporary stores can only achieve this goal of expanding recognition. It is very difficult to obtain huge commercial benefits, except for Wakubo Rei's CdG guerrilla stores.

Zhang Da said with a laugh: "Wakubo Rei regards opening guerrilla stores as a good way to reduce inventory, open stores with very little money, and sell lots of over season and backlog products."

Zhang Da is deeply impressed by Wakubo Rei's unique and effective way of doing business. The maverick designer is not only creative in design but also in business.

And this is what Chinese designers need to learn.

Designers need to learn not just the design itself.

> a href= "http://www.91se91.com/news/list.aspx Classid=101112107101" > note: < /a > /strong > /p >

"P", a shop like a mobile stall, which was filled with the smell of the city, was decorated culturally, and it was advanced and interesting.

In my opinion, although it is "limited" in life, this inspiration and innovation that is full of folk wisdom from folk life is certainly the most vital thing.

However, the demand for guerrilla stores is not low.

Today, guerrilla stores are no longer speculation, not to catch up with fashion. They are semi-finished products of urbanization. They belong to creative industries, and are closely related to design and creation. They not only sell products, but also sell ideas and ideas.

A guerrilla shop is the ideal of creative creators, but when it does not have enough ammunition, it is not suitable for guerrilla warfare.