Marketing Advantages Of Multi Brand Integrated Stores In China's Apparel Industry

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The Xiaobian net introduces the marketing advantages of China's clothing industry: multi brand integration stores.

Twenty-first Century is an era that requires individuality and self expression. The coexistence of multiple cultures gives fashion more fashion elements. There is no longer a classic section to wear for ten years.

The era of shortage economy is "what to wear". The traditional commercial brand dominates "what to wear and what to wear", but these are weary of the younger generation's pioneers.

So they gradually abandoned Baleno and began to look for signs that fit their personalities.

As a new marketing mode, multi brand integrated store has been known by more and more people, and has been showing more and more elegance.

Let's start with the case. Recently, reporters interviewed and surveyed three multi brand integrated stores in Beijing. Although they are different in characteristics, they have the common characteristics of multi brand integrated stores.

"Pillar designer brand store": pforming fashion creativity into business mode

Shops like "pillars" are very common in foreign countries. They are rare in Beijing. They have always heard from friends that they are famous designers and brand shops.

Through the narrow lane, the reporter came to the designer shop.

According to the staff here, because old Beijing unique Hutong Culture and "pillar" unique design complement each other, the brand designer shop is located in the five camp Hutong, and moved to Metro International in July 2012.

Though leaving the alley that is full of market and sexual atmosphere and coming to the most prosperous China World Trade Center area in Beijing, the insistence on the design has never changed.

The shop layout feels very much.

Walking into the shop, it is clean and concise design and decoration. The whole shop adopts black and white tone, simple but not monotonous.

Shops are not big, but they are deliberately separated into several different areas. Staff members say that they will carefully design the store pattern every day and display the most perfect pillars in front of customers.

The store's personality design and unique decoration style are very magical for girls.

Although in the most prosperous China World Trade Center area of Beijing, there is no noise in the streets and lanes. There is a lingering aura in the street. It is very small, but has a classical and graceful feeling.

In November 2009, the first shop of "Dong Liang" was founded in five small Hutong shops with less than 20 square meters.

Wang Yaoyu, the owner of "pillar", once said: "from the initial efforts to convince the first cooperative designer, until now, we have more than 20 designer brand resources." Dong Liang "always strives to convey the sincerity of design to the most original guests.

It is precisely because of the relentless pursuit of design that we have today's "pillars".

At present, "pillar" has established cooperative relations with 20 designers in China, including Heyan (He Yan), Ye "s" (Ye Qian), VegaZaishi Wang (Vega Wang), Sankuanz (Shangguan Zhe), Na Too Zhang Na, Jl, and Wang Chuqiao (Wang Chuqiao) and so on. They always adhere to "using the original heart to make permanent design" and together create today's Liang Dong designer brand store.

The commodities of "pillars" include clothing and accessories, jewelry and bags, made up of two colors, black and white.

Every product comes from different designers.

Unlike today's mainstream brand shops, the brand gathered by "pillars" does not revolve around a unified design style, that is, every designer has his own style.

Wang Yaoyu, a shopkeeper, told reporters: "every commodity here is carefully designed by the designers. The style does not stick to the fixed market style. It is mainly the works of independent designers, relatively small."

They only choose garments that have consistent styles and excellent fabrics.

"Clothing should be very practical, with concise but classic design and easy to carry."

"No one is the same as other people" is the "pillar" designer has always been adhering to the concept of creation.

Everyone has his own unique characteristics. Everyone is beautiful, so long as he finds something suitable for himself.

Just like the "pillars" conveyed, "do not chase others' so-called trend, and insist on finding the right thing for oneself is the best."

Here, you can find excellent works that are completely different from others.

Although the "pillars" have never said that they provide a platform for Chinese designers to design, nor do they mention the success stories of brand collections, they have successfully integrated Chinese designer's own brands. In this era that can be designed together with China to seek progress, break through and truly be recognized by the public, they are witnesses and participants.

In July 23, 2011, the "Liang Liang" Shanghai shop was officially opened.

At the same time, Dong Liang home brand "pillar DECO" is also launched in the "pillar" shop.

With the improvement of popularity, the "pillars" gradually began to receive the attention of some leading media at home and abroad, and the business became better and better.

Not only is the ordinary people starting to pay attention to and buy Chinese designer clothes and other design products, even stars will come to "SHOPPING".

According to the staff here, such as Xun Zhou, Valen Hsu, Hilary Tsui and Tian Yuan have visited the "pillars", for the "pillars" increased a lot of popularity.

In April 13th this year, "Dong Liang" became the first Chinese independent designer platform concept shop in Shanghai fashion week.

This is also an unprecedented special day cooperation in fashion week history.

In the six show on Sunday, Dong Liang, as the organizer of the whole day, led the six design individuals to complete six different T show.

This carefully chosen designer group has the character of design respected by the pillars and has different times significance.

It has to be said that the "pillars" create the miracle of the designer brand in the mainland.

It is expressing its own fashion proposition in the capacity of the Chinese designer's platform, and uses its tireless efforts to share experience and report to China's fashion industry.

Just like what the pillars said, "we hope that the more the shop, the better.

In this way, the cultivation of the market will be better and sales will be better. "

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In 1988, a group of fashionable and energetic young people founded I.T group in Hongkong. I.T group is an integrated store with many fashion brands. It is famous for its avant-garde, diversified and leading trend. It is suitable for people of different ages and styles.

I.T group's clothing category from international high fashion to Japan swept the Asian trend of young brands, which has set a fashion trend among young people.

Today, I.T group has become one of the largest retail outlets of fashion brands in Hongkong. It is also the "holy land" that fashion seekers and many stars must go to.

Up to now, I.T group has opened 4 stores in Beijing.

Please follow this reporter's footsteps to see the largest I.T I.T brand store in Beijing.

According to the staff here, the store was opened in 29 in November 2013. The location of the shop is on the right hand side of the entrance to the first floor of Qiao Fu grass. It is the most significant facade of Qiao Fu grass.

The height of space that occupies two floors is imposing.

I.T overseas Chinese restaurant has a total area of more than 2000 square meters. It is the largest brand new brand store and mainland image store in China.

I.T Beijing Qiao Fu fragrant grass brand shop in the shop design, the overall logo of I.T black and white gray tone, using gray adjustable marble concrete floor, with different shades of similar stone laying patterns, create elegant atmosphere.

"Our store is especially inviting the British architect Jamie Fobert, who is well known for leading the UK Selfridges department store and Givenchy store design, to participate in the whole plan."

The staff said.

In terms of spatial division, I.T takes the box as the main design element and divides the whole space into 22 tribes of different sizes.

The staff said that the main purpose of the design is to maintain the visual consistency of the whole store, while retaining the uniqueness of the whole brand.

Although more than 20 distinct brands are under the same roof, they are guaranteed different brand worlds through excellent display design.

The two storey staircase can be used to extend the concept of black iron box with the use of highly structured design, and provide guests with smooth visual emotion and shopping experience.

In addition, I.T also invited the famous British DPA lighting design company to create simple and strong design lamps to make the overall space more visually layered.

I.T the biggest highlight of Beijing's overseas Chinese brand shop is the opening of a new concept brand area for the first time.

"Some of the brands that have already been stationed in China's I.T stores, including ANN DEMEULEMEESTER, CELINE, DSQUARED2, GIVENCHY, LANVIN, PIERRE HARDY, RICK OWENS, HARDY, RICK, and cable, have their own independent sales space for the first time."

The staff said, "this will not only create a more distinctive brand image for the brand, but also create a unique shopping space and comfortable shopping experience for the customers."

According to the introduction, the brand of I.T Beijing Qiao Fu fragrant shop is mainly based on European fashion brands, as well as many other fashion brands from all over the world.

I.T group leader said: "we will constantly update brand clothing, keep up with the trend of the times, and ensure that the latest popular elements on the international T stage are presented here."

As one of the most popular fashion brand retailers in Hongkong market, I.T group has expanded rapidly in the mainland market with its unique mode.

At present, apart from Hongkong and Taiwan, I.T group's stores have increased to more than more than 70 brands in mainland China and Malaysia.

However, I.T group's recent performance is not gratifying.

According to the 2013/2014 financial year results released by I.T group as at February 28, 2014, although the overall turnover has risen slightly, its net profit has dropped by 27.3% compared with the previous fiscal year.

According to Du Yanhong, a retail researcher at CIC, the reason why I.T group was favored by the market was that the brand integration shop and the buyer's model rarely appeared at that time, and it could provide consumers with a strong sense of freshness to meet the personalized needs of the market.

However, in the background of sluggish demand, rising costs and being imitated, similar competitors in the market are gradually increasing, and their competitive edge is weakening.

However, since the time to enter the mainland is not long and the number of stores is not large, I.T group will still have larger development space in the mainland market.