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Italy Menswear Brand CANALI Opens A New Brand Flagship Store In Chengdu

2014/2/22 11:06:00 63

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Less than P, the new products in the exquisite magazines attract eyeballs, which makes consumers feel more directly in the physical store.

A few years ago, many luxury brands were only a few stores in China. The role of fashion media should not be underestimated.

With the continuous expansion and subsidence of brand stores in China, the role of store sales, display and service is becoming more and more important.

recently, Italy menswear brand "a href=" http://www.91se91.com/news/index_c.asp "> CANALI < /a > opened a new brand flagship store in Chengdu national gold center shopping mall (IFC), and continued to promote its retail expansion in China.

"P" is unique. In the four quarter of 2013, OMEGA's largest flagship store in the world was settled in West Lake, Hangzhou.

In the past, luxury brands often opened flagship stores in Beijing or Shanghai. Nowadays, brands are more and more optimistic about the radiation consumption of the second tier cities to the surrounding cities, as well as the powerful purchasing power released by the low level cities, focusing on the layout of the stores in such cities.

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Wang Bo (a pseudonym) is the head of an international famous commercial real estate consulting company in China. Many famous commercial real estate projects and investment promotion projects in China are supported by his team.

"After the financial crisis, many luxury brands have plans to expand and sink to the second tier cities, but they have been cautious."

he told reporters that the lack of infrastructure for commercial real estate projects is the main reason why many brands do not choose.

The first content of the jewelry brand location survey is to inspect the location of the toilets in the commercial real estate project, the lighting and ventilation system of the building.

"Many previous department stores in the second tier cities have weak infrastructure, but in recent years, the situation has been reversed. Some of the real estate projects are far more advanced than the north, which is one of the reasons why many brands began to sink."

at this time, many international brands are more inclined to have independent identification stores with high personal identification. For example, the brand store of Sanlitun, Beijing, is almost a brand, a small single family, and has formed a "tribal group" of luxury goods.

The outer curtain wall of the boutique store located at P > CANALI in Chengdu shows the exclusive logo of the brand with the special material 3D effect. The neat lines, the warm materials and the detailed and careful design of the details do not let the passers-by feel elegant and luxurious, and create a clean and exquisite overall effect which comes from the rational architectural style of Italy in the 30s of last century and the art of constructivism.

brand new boutiques contain two layers, with different materials, furniture and exhibition frames to distinguish different areas, so that customers can enjoy the products of different brands.

in Wang Bo's view, CANALI will have its flagship store in Chengdu, which has important strategic significance.

< < a href= "http://www.91se91.com/news/index_f.asp > brand > /a > location will pay special attention to the radiant radius of the store and the consumption power of the radiation area.

In addition to North Shang Guang, in the past, brands paid much attention to the eastern, provincial capitals and more developed cities, and the brands had already sunk.

However, the central and western regions are different. Although the stores are open, agents often operate and sell, ignoring customer experience and services.

at this time, not only is the time ripe.

"Chengdu, Chongqing and Kunming are the three major towns in the southwest, and Chongqing is higher than Chengdu from the consumption power of a single city.

But many brands are more willing to spend more energy on Chengdu.

Wang Bo said that as a provincial capital city, Chengdu can attract consumers from more than 20 cities in Sichuan province.

enhance consumption experience /p >

in fact, CANALI has been in China for 10 years. Now it has more than 60 stores in 35 cities. Elisabetta, director of CANALI global communications, told reporters that despite the luxury suit, Chinese consumers are more focused on product quality and consumption value than consumers in other regions. The changes in these two years are becoming more and more obvious.

> the "2013 China luxury report" issued by the Institute of wealth quality also confirms this view.

Zhou Ting believes that China's luxury consumers are mainly divided into two categories: first, to show their social status and financial resources by luxury goods; these consumers are more interested in buying other luxury products than others; two, they focus on the products themselves, buying luxury goods from their needs and interests.

The Institute of wealth quality predicts that the luxury price tag will also usher in a new era of "cost performance". "Paying attention to cost performance" will become one of the marketing strategies of many luxury brands, and will appear in more luxurious brands.

almost all Italy luxury men's wear says that their suits are hand sewn.

Elisabetta believes that consumers can only trust the brand only if they see it and feel it firsthand. Therefore, for every Chinese store, CANALI pays more attention to improving the consumption experience.

"P", a strong consumer buying wave of Chinese consumers, has forced the brand to re-examine the new functions of Chinese stores. Elisabetta said: "not only Chinese consumers, but consumers in the United States, Russia and India, almost all over the world, have the origin worship complex.

For CANALI, we are achieving global consistency, enabling consumers to feel the same sense of service and identity both in Italy and in China.

training staff to enhance customer communication skills has always been one of CANALI's priorities.

Elisabetta told reporters that due to the different weather conditions in different regions, as well as the size of each person, the products in different regions are not the same.

The brand must do is to enable consumers to enjoy the same service and identity with Italy headquarters in various stores around the world.

in improving consumer experience, CANALI believes that in addition to making consumers aware of the same service with Italy in the store, we must communicate with consumers at any time and anywhere, listen to their voices. Therefore, the use of new media means to promote online and offline is also at the forefront of many a href= "http://www.91se91.com/news/index_h.asp" luxury brands.