"Location Selection" Of Italy'S Top Fashion Brands

"We certainly hope to open more stores, because this is the best way of publicity. For the top fashion brands, any way of publicity is not comparable to opening their own stores or flagship stores, so that consumers can have the most direct experience of brands. Said Kolby. Then she told reporters about her "site selection".

　　 passenger flow quality More important than quantity.

Ke Lubi believes that the top priority of location selection for top fashion brands is the control and control of customer traffic, which is directly related to store performance. "Passenger flow is a strategic evaluation standard in site selection process, and the quality of passenger flow is more important than its quantity."

In other words, Top fashion brands We should focus our attention on the target consumer groups with the ability to consume, especially those with the largest proportion of the total passenger volume of the "target shopping bag" target (potential) customers.

　　 and compete Opponents are neighbors

In the site selection process, the same floor brand portfolio is also very important, which involves another site selection criteria: observe the sales situation of other brands that have been settled in the mall, so as to keep the customers' consumption ability regularly patronizing the shopping malls.

Ke Lubi said: "when you enter a shopping mall, you'd better choose the place that you compete with your brand." She also suggests that those second-line brands try to compete with the first-line brands, which will help to enhance their brand image.

Kolby believes that high quality brand portfolio can bring a win-win situation for shopping malls and brands. Because different brands have their own advantages and different uses, a balanced combination can meet the needs of the same customers in different time periods, occasions and styles of different products, and provide convenience for purchase, so as to attract more "repeat customers".

It is better to delay than to be careless.

After the confirmation of the store site, the brand should also carefully design the selected area to find out the "hot spot" area. The details of the display window, the main entrance and the location of the dining area should be carefully considered.

However, it is not easy to enter this stage. If you can't find the right address, then "wait" and "postpone the opening time." She stressed: "the importance of site selection is beyond doubt. The location of the store itself conveys its brand positioning to consumers. In addition, the quality of the passenger flow mentioned above is also taken into account, and the two are indispensable. If we can't find the right location, we'd rather postpone the opening time. "