Clothing Store Overweight Experience Service Can Boost Performance?

The more clothing stores introduced coffee shops, the beginning of last year, the clothing retail industry in Hangzhou has begun to undergo new changes. First, the Metersbonwe water test O2O stores, not only in the shop, such as book bar, coffee bar, DIY accessories, etc., but also to achieve the order in the shop fitting line; then, in August of this year, the newly opened JASONWOOD on Qingchun Road played a "private custom"; and just before the Mid Autumn Festival, the Korean brand TEENIE WEENIE (commonly known as "Little Bear") appeared in the two floor corridor of the B hall and the C hall in the mid Autumn Festival, and also sold notebooks, mugs, dishes and other daily necessities in the store. Nowadays, choosing clothes by drinking coffee is no longer a novelty.

Not long ago, China's first TEENIE WEENIE CAFE Cafe opened in the Hangzhou department store. Its clothing, shoes, bags, perfume and jewelry were surrounded by an elegant cafe.

The coffee shop provides coffee and dessert, all made by the current grind and the current roasting way.

Cowboy kitchen

Take stock of Hangzhou's "

Address:

Specialty restaurants: coffee, Qingkou and prawn

In the princess's dream, there is a cup of strong coffee.

Found: 100 TEENIE two WEENIE CAFE

A cartoon bear with milk and white lights and a solid sculpture on the wall. Every seat is placed with a bear doll for your back.

A cup of vanilla coffee and a roasted chocolate waffle is an essential protagonist.

Walking into this sprouted cafe, your heart seems to melt.

More than a month after its opening, the TEENIE WEENIE cafe has captured many young girls in the city and wandered around the streets with their girlfriends and boyfriends. Even if they did not buy anything, they would have to drink in the sprouting cafe and dream of a little princess.

From the escalator of the 100 B pavilion to the two floor, TEENIE WEENIE CAFE appears in front of the crowd of clothes and handbags.

As part of the TEENIE WEENIE life hall, the charm of cafes is overwhelming.

This is an open cafe. The cafe decoration fully embodies the style of TEENIE WEENIE clothing -- exquisite, soft and lovely.

The quiet beauty of the light and the deep coffee table express the temperament of a mature cafe, the environment is first-rate, the coffee dessert is exquisite.

At two o'clock in the afternoon, the shop was full of small lovers and girlfriends. They saw a couple of coffee orders and a delicious fruit waffle platter.

Tired of walking, there are many girlfriends in the cafe who simply drink two cups of coffee.

Qiu told reporters, "usually between half past one PM and three o'clock, the cafe is basically full. As for the weekend, it is even more busy. The waiter is too busy to breathe."

The biggest feature of the cafe, he says, is all kinds of roasted waffles, which can be made out in ten minutes.

Address: two floor, block B, Wulin Plaza department store.

Featured food: Chocolate waffle fruit waffle coffee.

Professional chain coffee bar, into clothing

Found: JASONWOOD flagship store, two floor.

If you think that the cafes in the clothing store are "fashion owners who are on the rise, but they are not professional", that's a big mistake.

In some fashion shops, you can find authentic coffee shops, such as pure coffee, desserts and Western food, such as this one.

Entering the two floor of JASONWOOD flagship store, Qingchun Road, you will find many small objects that are not tuned to cowboy fashion, such as chandeliers, barbecues, tents, sofas...

The shop assistant introduced that everything was sold at a marked price, so that they could buy it home if they liked it.

You will find that half the area of the entire two floor is actually a JASONWOOD experience area, and the key to the experience is the SAYUN coffee bar.

Western style dining table is enough to fill more than 10 people, plus sporadic seats, here can also receive thirty or forty guests.

Professional coffee machine and coffee beans are the biggest features of SAYUN coffee bar.

Before entering the flagship store of JASONWOOD, SAYUN coffee has opened six or seven branches in the province, and many years of experience has fully ensured that the coffee shop's products are very professional, even if it is a regular dish.

To coffee bar, casual, usually JASONWOOD regulars, come to the store to buy pairs of shoes, custom jeans, go tired, go upstairs and have a cup of coffee to rest feet, if it is noon, there are also full and delicious noodles.

After fifteen minutes of pasta, you will be surprised when you bring it up. The product is beautiful. It is made up of a mountain like white sauce noodle, with enough quantity, and then sprinkled with onion rings, fragrant fragrance and cocoa sauce painted around the plate, which adds a lot of texture to this ordinary pasta.

The quality of a brand cafe is reflected in the fact that even if it is in a clothing store, it will show the same texture as before.

Address: JASONWOOD flagship store, Qingchun Road

Featured Dining: signboard coffee caramel macdor white pasta pasta

The fashion cafe restaurant is the latest accent.

Found: Qingchun Yintai LE visa 33COFFEE&RESTAURANT

Susan, the boss of Costa CASA, has been in the clothing business for twenty years. At the end of October, she set up an integrated shop named visa 33 in the women's clothing store on the third floor of Yintai, Qingchun. Besides selling clothes, she also sold coffee, oysters and prawns.

Walk into the 33 integration shop of vusa, which shows the beautiful fashion of the season, the elaborate decoration of the old sewing machine and green plants, which makes the fashion shop look interesting.

There is a distinct area in the store which is specially divided into several round tables and Western tables, with guests drinking coffee, and guests enjoying delicious Western food, drooling oysters and prawns, which are very fresh.

Shou Shan said, "the integration store adopts a brand new sales mode. Customers can hold parties here and launch various activities. In the future, there will be various thematic activities every month, such as products of Xiang Xiang, learning flower arrangement and learning western etiquette."

Because she often stays abroad because of her work reasons, Shou Shan, who likes authentic western food, requires the chef to cook according to the menu and taste she sets.

Ms. Wang, who likes LE's visa 33, said that she just wanted to buy a dress, but instead she had a meal, while another customer told reporters that she didn't want to buy clothes and just wanted to taste the freshly ground coffee.

It seems that whether it is to wear or eat, cross-border shops have already done enough business.

At present, foreign brands that provide life experience services in China are all luxury brands, such as Louis Weedon (LV) and Armani (Armani). Their stores will provide consumers with coffee, music and other leisure experience services.

Luxury brands provide leisure experience service, its purpose is to improve consumers' shopping experience, highlight the level of service and brand image.

Foreign brands such as UNIQLO have not yet tried to provide this service in Chinese stores.

Despite the fact that the life experience shop of the popular clothing brand is an innovation, there is no case to prove how much this pattern will bring to the garment performance.

Therefore, many industry insiders say that the life experience service of domestic clothing brands is just a marketing tool to attract consumers' eyeballs.

"When a company achieves a certain scale, it must make breakthroughs and attempts in brand marketing. If you don't try it, you will not be able to embody the value of the brand."

Cheng Weixiong said.

Zhu Qinghua, a light industry researcher at CIC, pointed out that "the cross border integration of clothing retailers and life experience is not long lasting, and it can only play a small number of large-scale clothing brands."

For clothing brand integration catering and other formats, cross-border business new ideas, there are many industry insiders said that the current clothing brand business people's life experience service is just a way to attract consumers eye marketing.

"Relying on the experience of the overweight line as a life-saving straw to reverse the recession of the garment industry can not solve the fundamental problem."

"If the brand wants to develop and run for a long time, it should return to the essence of the retail industry and pay attention to the quality of the products, the service and the stickiness of the consumers," said Wu Shiqi, director of marketing research at Zhejiang University of Finance and Economics and professor of marketing.