Custom Shop Music Trend

At the moment, more and more department stores and brands are willing to spend a lot of money to hire a music director to customize shop music. How to cultivate their internal skills in the declining retail environment has become a required course for many businesses. This period of super experience, we selected 9 brand stores for field visits, together to explore the seemingly humble shop music behind, hiding what kind of consumer password.

　　 H&M

Reporter experience: as soon as we enter the shop, we hear the background music. In general, the volume is very light. When shopping, we don't even notice the presence of background music. The music is foreign pop music.

Shop background: the background music of H&M is not what the shopkeeper can play as he likes. Every month, the Swiss headquarters will unify the songs of all stores. So if you and your friends are in Beijing stores and Hangzhou stores, the background music you hear will be the same.

　　 ZARA

Reporter experience: as soon as enters the shop to be able to feel obviously, ZARA shop music is very obvious, broadcast is the foreign language song, but the style is changeable, sometimes is the jazz song, sometimes is the rock and roll.

Shop like: like H&M, ZARA's store music is directly controlled by the Spanish headquarters, and the pop music list is their favorite.

　　 Uniqlo

Reporter experience: after entering the shop, can hear relaxed and lively background music, sometimes, the shop assistant will broadcast the broadcast, the background music will fade gradually but will not disappear, after the broadcast, the music will gradually strengthen.

Shop: Uniqlo staff told us that Uniqlo will start a new attempt to shop music in August, and play different theme music according to the different products of the month. For example, in eight and September, the main products are sportswear, jeans and flannel shirts. Then the store will produce and prepare related theme music according to the characteristics of these main products.

　　 MUJI

Reporter experience: MUJI's background music has been widely praised by many young artists. In a pure environment of linen, pure cotton and log products, the ear is a fresh and natural little music, or brisk or soothing, allowing people to immerse themselves in a fresh and simple world created by MUJI.

Shop view: according to the salesperson, in order to create a relaxed atmosphere for the customers, the background music of MUJI is mainly composed of folk songs and selected from the folk songs around the world, including the folk music of northern Europe, Japan and China.

　　 Hollister

Reporter experience: Hollister opened in the Mixc, we can hear the obvious background music when entering, we should have experienced the most decibel music in all stores. After stopping for a while, we found that a lot of music were songs from foreign male choral groups. The music was hot and rhythmic, and songs were often accompanied by waves or whistles.

　　 GUCCI

Reporter experience: the background music of GUCCI is a typical European and American style, but the rhythm is relatively gentle and gentle, and it is more harmonious with the high-end product line.

Shop says: "at the same time, you go into any GUCCI store and hear the same music." GUCCI's shop assistant said that the background music was controlled by the company headquarters, so the music of all the stores was synchronous.

　　 Bvlgari

Reporter experience: classical music is the main form of background music. Pure music, such as piano, Violin and other classical Western instruments, is consistent with the jewelry displayed in the counters, maintaining elegant and noble posture.

Shop owners said: "compared to some luxury brands that are mainly fashion clothes, the age of Bvlgari customers may be higher." The head of the store said that Bvlgari's choice of background music was more steady and classical.

　　 FERRAGAMO

Reporter experience: background music is its annual spring, summer, or autumn and winter fashion show.

Shop said: "this spring and summer design inspiration is the 60s retro wind, so the show music is also the same style; last spring and summer theme is the melodious summer wind, music in the show, there are waves, the sound of the beach playing." The relevant person in charge of the store said that due to the high degree of integration of the show music and the brand posters and the style of the goods, it is very suitable for the store.

　　 HERMES

Reporter experience: HERMES shop did not play special background music, but there will be music, because the LED screen will come to the sound.

Shop explanation: according to the salesperson's explanation, it is to let customers focus more on HERMES products, and music may distract their attention. But in the men's wear area and women's wear area of the store, there is a big LED screen, and the HERMES's fashion show video is broadcast all day.