Style Buyer'S Personality New Choice

Today, with the increasing homogenization of shopping centres, the style is very stylish.

It has become a new choice for shopping centers. Besides buying shop, designer brand integration store, multi brand integration store, lifestyle shop, there is a store integrated with Vintage for classic backtracking, which is entering China with a sense of quality.

The antique shop has become an antique shop which is different from the low-end jumping market and Museum level. The shops that lock classic items as sales objects and start shop in the form of buyer shops are connected with a highly stylized "slow" fashion culture.

Some people say that excessive consumption and excess of substance make us less and less enjoying and appreciating, do not know how to get along with articles, and Vintage is gradually becoming a new consumption morality.

Didier ludot, which is located in Paris palace, has a history of more than 30 years. You can see it here.

Coat, 1960s shoes and retro handbags.

Monopoly in the 60s and 70s of the last century, designer's antique evening wear and accessories Decades.Inc shop became a frequent spot between Hollywood stars and red card designers.

The oldest antique gowns in the eastern US are What goes around comes around, which sells cowboys, uniforms and custom evening wear from 1900 to 1970.

Resurrection Vintage Clothing, a famous ancient clothing store in New York, is the favorite patronage of designers and famous models.

Recently, the reporter interviewed the founder of American Rag Mark Werts (Mark Watts).

Mark Watts is regarded as one of the most innovative and leading retail entrepreneurs in the United States. He is also the founder and CEO of Industrie Denim, Maison Midi and Caf e Beausoleil and so on, and is also a commercial partner of American Rag in Thailand, Japan and greater China.

American Rag, the world's first store, opened in San Francisco in 1984. In 2009, American Rag Cie allied itself with Farfecth.co, making its products occupy two yuan online and offline.

Then in 2010, American Rag established its independent online store.

In the 30 years that followed, American Rag became the ultimate shopping destination for musicians, actors, designers and many unique taste followers.

Reporter: Recently, you stay in Japan and Bangkok more, the attention of the Asian market has also continued to rise. What is the reason?

Mark Watts: Recently, I am focusing on improving several Asian countries.

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A few days ago, I went to a shop in Japan to redesign the shop and change the old style of decoration.

After that, I went to a new shop just opened in Bangkok, and conducted a survey of Southeast Asian market orientation. We are not optimistic about the Indonesian market, so we gave up the plan to open shop there.

From the global point of view, I am very optimistic about the Asian market, but the location of the store, especially at the beginning of a national market, needs to be taken into consideration in many aspects.

At present, we tend to choose local professional companies to seek cooperation in the relatively suitable market environment to help us formulate brand management strategies. In China, we have found a very suitable institutional cooperation.

In the future, if we can find partners in Korea, the next shop will be designed in Korea.

Reporter: judging from the maturity of a market, what aspects of the market?

Mark Watts: before answering this question, I would like to first elaborate on my understanding of the future Asian market.

I think Gu shop will belong to the Asian market in the next 200 years, especially China.

Because Chinese consumers are becoming more mature, consumption habits no longer simply aim at well-known brands and logo signs.

Chinese consumers, especially young people, are beginning to like smaller, more interesting products, which is very important for American Rag CIE shops.

To judge whether a market is mature, I will first choose the trend magazines in local hotels and restaurants, which can judge whether the local fashion trends are in line with international standards.

In addition, I like to listen to what young people are talking about. If many people like to explore new things after dinner, people's social environment is relatively open, so there will be no depression. In this environment, people will have a high degree of acceptance of new brand stores.

In addition, it is especially important that many Chinese people go shopping in stores that I have opened in Losangeles. This is a very valuable sign. These overseas tourists represent the value orientation of some Chinese consumers.

Reporter: what background did you establish the American Rag CIE of the buyer system?

Mark Watts: actually, at the very beginning, American Rag CIE runs the ancient products, which needs to focus on good and valuable ancient products rather than brands.

So American Rag CIE naturally formed a multi brand business mode.

At present, although only 10% of the ancient books are used, they are still the style and characteristics they always adhere to.

Reporter: in China, many people do not understand Vintage. In your opinion, what is the old age and what kind of ancient value is worth buying?

Mark Watts: first of all, good old products should be high quality products. They are different from ordinary consumer goods because of their unique cultural background. Secondly, the fashion trend has been traced back, but when the trend comes back, the consumer goods in the market may no longer be what it was at that time. Some nostalgic people want to excavate the classic appearance.

The third criterion is whether ancient products have collectible value.

Reporter: what is the buyer's market abroad? What is the market environment?

Mark Watts: Western department store has been a buyer shop, such as Messi department store, although experienced a small change process, but always adhere to the choice of goods in line with their market.

English Department store is a part and part to find suitable products, such as shoes, trousers, shirts and so on.

In fact, the buying system has always existed, and not every place is called a buyer's shop. In Japan, such shops will be called "select shops", but as far as I know, some department stores in China and the United States are mostly sold in the form of selling space.

Reporter: because China has a vast territory, many people do not understand the real fashion. What do you think is the fashion worth buying?

Mark Watts: many people do not have time to study what is real fashion. They only trust a brand. The favor of a brand often reflects their recognition of their taste. They buy the brand service, the sense of quality they represent, and the confidence that other additional factors bring to them.

The standard of a good life can not be entirely on the eyes. Simple luxury can only be discriminated by numerous people with taste and appreciation.

Reporter: for Chinese brand and designer brand, what kind of potential do we need to get buyers' favor?

Mark Watts: you need to buy more places.

To attract them, first let them see your design, such as the THE HUB exhibition in Hongkong, the DHUB exhibition of China Fashion Week and some platforms for cutting-edge designers.

Reporter: so long American Rag CIE has been running, and American Rag CIE is coming to China. What kind of ideas do you want to convey to consumers?

Mark Watts: American Rag Cie is committed to finding the best quality and creative clothing and accessories for those customers with unique tastes. The selection of products from many top designers to rare ancient products makes American Rag stand out from similar stores.

We want to convey to Chinese consumers a diversified lifestyle and hope to bring relaxed and leisure California culture to China.