To Open A Clothing Store, Learn To Pick A Good Place.

First of all, you can spend some time calculating the flow of people in the morning, afternoon and evening in the area of interest.

Also, consider how long it takes people to get to your store.

The cheaper the product, the less customers want to spend time. For example, the convenience store is defined by 3 minutes to define the main business circle and coffee shop for about 5 minutes. Unless you plan to sell the high priced goods such as cars, generally speaking, the customers can only tolerate 7 minutes of pportation time farthest.

Will you go shopping in this place?

There are some cool corners. Secondary business circles also have popular strongholds. The most taboo place to find is to see others succeed, so they want to replicate a shop next door.

In addition, we must pay attention to

Will you take away your business? Can you take the initiative to leave customers on the customer's walking route?

From a distance, can you imagine driving people passing by? Can pedestrians notice from the sidewalk? A good storefront is like a live advertisement, not only convenient for people to find you, but also able to show themselves to potential customers on the road.

Besides,

Franchise building design is also a key point. Is the quality of the building as good as your product?

It's important to be in the same place with a similar brand, because some location strategies are "parasitic".

If you can meet some quality neighbors like video rental shops or dry cleaners, that's better, because these stores have the opportunity of "two visits". If you can get their light, it will definitely be good for your business.

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Unlike traditional casual clothing brands, ZARA has a relatively strong position in the game with shopping centers because of its strong ability to absorb people, enhance image and enhance business turnover.

The shopping center is willing to provide gold location for the project, and adopts the settlement method which is higher than the bottom rent and the business water point. (as the total amount of the water points is usually much higher than the bottom rent amount, the actual settlement uses the method of deduction).

Rent is the main cost of the traditional casual wear brand stores. Therefore, Baleno and other brand stores need to be higher than the level of the rent. However, for ZARA and other fast fashion brands, because the main cost of the store is the point of discount, there is no rent pressure, ZARA can decide the store area according to its own needs, and the turnover is particularly important.

Therefore, in order to protect the high turnover, a good business atmosphere, steady flow of people and brand adaptability are more important when choosing a fast fashion brand.

Compared to Baleno's blossom everywhere, ZARA has only 3 World stores in Beijing, including SOLANA, Xidan and Joy City, all of which occupy the gold position of the project.

Due to their location slightly higher than the mainstream population in Xidan business district, with the reasonable consumption gap, ZARA Yuecheng store has created an annual turnover of nearly 3 times of the world level store with less than 800 square meters of area. If we use Ping efficiency calculation, ZARA Joy City store will reach 7 times of the world level store.

Because ZARA and Baleno are in the Joy City, we can make an intuitive comparison.

Baleno adopts the fixed rent method, while ZARA actually adopts the method of the point settlement, the actual rent = the annual turnover discount rate / area.

In other words, the rents of ZARA and other fast fashion brands are "made by themselves".

In the joy city project, the real "rent" that ZARA occupies the gold position is only 2 times that of the 2 level of Baleno, but it has created Baleno8 times of the flat effect, and the turnover is even 21 times.

On the whole, in the increasingly fierce competition of new brands and casual clothing market, "Baleno" has always maintained its own tone of development and occupies an inherent market share. However, with the strong brand appeal, the updated consumption concept, and the location advantages of "rent self determination" and "golden location", the fast fashion brand has been gradually approaching.

According to the current momentum, we have every reason to believe that the leisure clothing market of the top tier shopping centers in the first tier cities will become the world of ZARA and H&M in the future.