Fast Fashion Underwear Brand JU: The Lack Of Shopping Experience Is The Short Board Of The Electricity Supplier.

In the Internet era, the impact of online brands on physical retailing is increasing, especially in apparel retailing.

What is more, the underwear brands on the line are more like this. They are losing their positions gradually. The high rent plus the low rate of new payment will be sooner or later.

Nibble away.

However, just as the elegy of the entity retailing industry started four times, JU, a fast fashion brand from New York, went against the trend and accelerated its opening up in China.

How can JU keep a firm grip on the offline market? Perhaps we can see some clues from their brand recognition and operation mode.

Physical stores, whether in the short run or in the long run, are the mainstream retail channels that electricity providers can not replace.

For this reason, JU's head of Greater China is confident.

In the US, when Amazon first appeared in 1999, the whole industry was saying that in the next 10 years, all retail entities would be replaced by electricity providers. But now over the past decade, physical retailers still live well, and 90% of the total retail sales in the United States are completed in physical stores.

What is interesting is that Amazon, an online bookseller giant, also opened its first physical bookstore in Seattle on the same day 3 months ago.

In addition to Amazon, the famous American electricity supplier WarbyParker, Piperlime, BaubleBar and some Internet in China.

(underwear), underwear brand is gradually under the test line.

In fact, opening a physical store can further consolidate the influence of the brand; on the other hand, the consumer demand under the line is very potential, so the electricity supplier is also exploring and expanding the field of entity.

Underwear shop has once been reduced to the "fitting room" of online platform, but the underwear industry has changed from the disadvantage of traditional mode to the advantage of the new mode, and its value has also been reassessed.

The winning condition for JU to sit firmly in the market -- Design & new trend

The journalist did a market research and removed some brand names of underwear brands, so that consumers could identify which brand was based on the style, design and overall effect of the upper body and so on, and ultimately win the JU.

Why? JU has a unified design positioning, and there is no way to replace these brands.

In terms of image recognition, online brands are still in the stage of following suit and cloning. Which models do they use this year or whether they have a consistent image? The result is that the brand is "unrestrained in the first half of the year, and restrained in the second half of the year. This year is elegant and ripe next year". The positioning of the image is uncertain.

JU has inherited the fast fashion culture of New York, and the design team is very recognizable by its steady development.

Coupled with unique fabric technology and tailoring techniques, it is not an ordinary online brand energy efficient imitation.

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There are few changes in traditional clothing brands, but JU has made a new world through its new "fast fashion" business model.

Relying on the concept of Internet +, JU is deeply aware of the importance of the high-speed operation of the industrial chain to the brand, the introduction of underwear products and the reduction of inventory, so that the shop can produce many new products every month to satisfy consumers' freshness.

JU's physical distribution network layout has a certain scale. In addition to the full channel mode, they are upgrading their underwear by increasing production capacity, acquiring quality store property resources, and ensuring that every process ensures the balance between quality and price from the source.

Barriers.

The sense of the scene is very important, and good experience can also help customers.

There is a big difference between underwear and ordinary clothes, that is, it fits the curve of the human body too much. Only after trying it personally can it really suit itself.

The electricity supplier obviously has short board in this respect, because it lacks the scene feeling and the experience.

Because of the demand for "touching and close viewing products", it is also urgent to "enjoy the shopping experience on the spot", which makes JU shine on it.

JU breaks through the defects of traditional underwear retailing in "single category, single function and single layout". The one-stop shopping experience is coupled with professional counselors giving consumers one-stop guidance, and a large number of young women are gathered.

According to the analysis of the industry, in the current decline in the number of traditional retail stores, JU is attacking China to open chains. This shows that JU has been fully recognized by consumers in meeting the diversified needs of users and serving women.

And from a deeper perspective, other offline brands want to keep the industry status, expand consumer groups, and make more efforts from the operation mode.