How Can Fashion Brands Capture Consumers' Hearts With Music?

UNIQLO

Experience: when you enter a store, you can hear the relaxed and lively background music. Sometimes the salesperson will broadcast the broadcast. The background music will fade away, but it will not disappear. After the broadcast, the music will grow stronger.

Shop says: UNIQLO staff say UNIQLO will do a new try to store music at a certain time every year, 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.

Experience: you can feel it clearly when you enter a shop. ZARA's shop music is very obvious, it's all foreign songs, but its style is changeable, sometimes it's jazz songs, sometimes it's rock and roll.

Shop: ZARA's shop music is directly controlled by Spanish headquarters, and the list of popular music in Europe and America is their favorite.

Experience: as soon as you enter the shop, you can hear the background music. In general, the volume is very light. When shopping, you will not 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 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 will hear will be the same.

Experience: MUJI MUJI's background music has won wide acclaim among many young writers and 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.

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Luxury companies are old, multinational companies with hundreds of history. They have experienced the ups and downs of the economy in the past hundred years, and have a very mature exchange rate risk prevention mechanism in their internal management mechanism.

Because these companies are multinational, they have euro market, dollar market, yen market and RMB market, so they will design a very professional foreign exchange hedging mechanism in their headquarters to avoid the risk of exchange rate.

The two multinational companies I used to have had such a mechanism, and even in the financial statements of my China region, I could see the profit and loss of this column.

So from this point of view, we are worried that the price adjustment of luxury goods companies is unnecessary because of the decline in exchange rate.

Of course, luxury is a fully market-oriented market. Supply and demand is the main price determining factor. When the euro goes down, luxury goods will become cheaper for other market consumers.

If everyone is in the market, there is a possibility that the price of the brand can be adjusted accordingly.

But the premise is to think clearly about the brand.

Who are the consumers of their brands? Europeans themselves? Americans? Japanese? Chinese? Russians? Gulf Arabs? In fact, the answer is long ago. Consumers in emerging markets, like the Chinese and Russians, probably account for less than half of the total, plus the Americans, Japanese and Arabs. The consumption of luxury goods is estimated to be very large, which may not be more than 20% of the consumption in the euro area.

In this way, luxury brands seem to be "reasonable" in order to avoid exchange rate risks or gain greater profits.

If Chinese consumers want to take the opportunity to "copy the European luxury goods", they should act quickly. Before and after the Spring Festival, it is estimated that the wily luxury companies are already taking advantage of the price increase.

However, I personally think that they will certainly be cheaper in raising prices than in the domestic market and in Hongkong.

In this round of euro decline, luxury Brand Company will have a "life to death" game.

Who can make good use of the leverage of the euro and take advantage of the exchange rate to seize foreign consumers, especially Chinese consumers, when the consumption of luxury goods is depressed?

On the contrary, the sluggish sales of luxury goods will cause them to languish for at least 3 years.

Think about how to make Chinese consumers buy a bag and save two tickets to Europe.

For brands, I personally think that raising prices must be an unwise option.

The brand side should make more use of the weakness of the euro to push the winter luxury sales season to a climax and win by "quantity", not to mention the fact that luxury companies actually do not have exchange rate losses (because of the hedging mechanism mentioned above).