Hennes & Mauritz Will Launch A New Brand In 2017.

The world's second largest apparel retailer, Hennes & Mauritz AB HMb.ST, will launch a new brand in 2017. The chief executive of H&M, Karl Johan Persson, revealed at the two quarter 2015 earnings conference that the new brand will be different from H&M's other sister brands, but did not disclose the details of the new brand "completely different from H&M".

Although it has been & Other Stories

As a group's focus in recent years,

In an interview with Reuters, he said, "developing different brands is necessary for the growth of H&M" and will pave the way for its new brand in 2017.

Some media think that the new brand that H&M will be opened up by the powerful fashion company must be different from the original sister brand.

New brands may be more fashionable, cheaper, lifestyle stores, enhance social media marketing, and pay more attention to product quality.

But Nils Vinge, director of investor relations department, said in an interview that a department inside H&M had been looking for something new, and had some "shaped ideas" for the establishment of the new brand.

Is it necessary for H&M to launch a new brand? As the world's second largest garment manufacturer after ZARA's parent company Inditex, H&M has many brands that are popular among consumers.

COS and &Other Stories, which are more mature in style, tend to the streets, and the prices are more close to the people.

Cheap Monday and so on.

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The era of "attracting fresh food and eating all over the world" is gone forever. Your products are good enough, but sales are always mediocre.

It sounds harsh, but that's the fact.

In today's society, but the difference is not obvious from the product, and to be able to become a well-known brand known and accepted by consumers, we must change the rigid marketing thinking and carry out different marketing mode innovation.

At this point, UNIQLO has been very successful.

Although UNIQLO emphasizes self-service shopping, "shop assistants do not give advice to consumers, do not affect customers' fitting experience", but this is not entirely fixed.

In three special cases, the salesmen will help each other voluntarily: when the consumer stays in front of the shelf for more than 3 seconds, when he touches the merchandise, and when he takes it up.

"We will continue to tour around the venue to see if customers need help.

If they say they want to see it, we will let them go. "

If the shop is likened to a person, then lighting and music will play a decisive role in his personality.

In UNIQLO stores, even during the daytime, they will be brightly lit and create a bright, clean and tidy shopping environment. Music, the music of UNIQLO is mostly simple rhythm and melody.

But these highly recognizable background music create a sense of urgency to some extent, making it easy for consumers to have a quick shopping (or possibly leave quickly).

What's interesting is that although most music sounds "static" for a long time, in fact, every month, UNIQLO headquarters sends new dishes to branches.

UNIQLO is through all kinds of details, no matter what the consumers think of or unexpected aspects. It is this kind of "obsessive compulsive disorder" like management that makes UNIQLO's image in the minds of consumers stand out in many fashion brands and become successful.

Building brand and developing enterprises sometimes need more creative thinking instead of focusing on products only.

Do you understand?

Actually, UNIQLO's products are not much different from ordinary clothing stores, but UNIQLO has become a huge international clothing brand. The reason is that UNIQLO does not focus its attention on clothing. Instead, he sells a kind of service, which is a kind of physical examination. He will meticulous management to achieve the ultimate goal, so that customers can enter their stores and feel the different styles of "big tall" which are quite different from other brand shops. It is precisely this style that makes the distinction between UNIQLO and other brands in the minds of consumers.

The window display of UNIQLO has always been a delight to the industry.

When summer is approaching, in the flagship store of Huaihailu Road, Shanghai, China, the theme of the window is the combination of beach, sunshine and other elements. The colors are bright and bright, and the items such as umbrellas and sun visor are all arranged.

In UNIQLO, the visual merchandising department is responsible for displaying the store, and the shelf display is led by the Department responsible for store layout.

Every month, the visual merchandising department at headquarters will issue the overall collocation instructions to the visual merchandising team in the store, which will carry out specific matching according to the instructions.

The store planning of UNIQLO reflects the principle of "efficiency".

The main partition method is "long channel + small lattice", which maximizes the use of the store space. The storage type display has both formed a rich image in the visual sense, and can also strengthen the brand positioning of "self purchase clothes".

At present, the commodity in UNIQLO store has covered the two seasons of summer and autumn. Therefore, from the entrance, elevator to the "long passageway" in the deep store, consumers see the order of goods from summer to autumn, from T-shirts, shirts and other tops to trousers.

On the arrangement of colors and patterns, UNIQLO's display purpose is arranged from shallow to deep, from cool to warm colors. The order can be specified as "red oranges, beige, green, blue and violet".

The pattern is displayed by monochromatic and wave dots to fringes. This is also the best way to match shopping behavior.

There is a special commodity that does not follow this principle: skirt or other clothes that are fashionable and need to be recommended.

A shopkeeper of a shop in Huaihailu Road told reporters that one of the principles of UNIQLO is "putting attractive products in the depths of stores, attracting customers to come in".