Does The Concept Store Help The Performance Of The Clothing Brand?

In the overall downturn of the retail industry, the concept pavilion with the introduction of cross-border elements and experience formats has been introduced.

One of the pformation directions of enterprises.

Last weekend, CABBEEN's new flagship "CABBEEN 33 Pavilion" was unveiled at Baiyun Wanda Plaza, in addition to all the costumes of CABBEEN.

There are also coffee desserts, floral art, household items, etc.

Elements of life, the main omni-directional one-stop service and experience.

In addition to CABBEEN, Guangzhou's clothing enterprises also created "OCE life concept hall" and "Gloria 225 concept club". The famous fast fashion brand UNIQLO also worked with Disney to open a MAGIC FOR ALL concept store in Shanghai.

The industry believes that clothing brand concept shop is conducive to the promotion of brand image and the growth of performance, but because of cross-border operation, it is a test for the operation ability of garment enterprises.

 

Besides clothes, they also "sell" lifestyle.

The CABBEEN 33 Pavilion, located in Guangzhou, has eight parts, including fashion, lifestyle, clothing, coffee, French dessert, floral and household products.

And CABBEEN's first brand new big retail concept flagship store "CABBEEN 33 Pavilion" has landed in Shanghai Wujiaochang Wanda Plaza in June this year, becoming the first local brand to promote the concept of large retail fashion fashion brand.

The new express reporter learned from CABBEEN group that the turnover of CABBEEN in the first half of this year was 561 million yuan, an increase of 30.7% over the same period last year.

CABBEEN said that the "CABBEEN 33 Pavilion" concept store containing a complete fashion ecological chain will become an important engine for CABBEEN's growth in the future, and will debut in more than 100 key cities nationwide.

There are also many clothing concept pavilions similar to "CABBEEN 33 Pavilion" in Guangzhou. Besides selling clothing, they also "sell" shopping experience and lifestyle.

The OCE life concept hall in Wan Ling Hui, which is mainly in the Nordic style, covers an area of nearly 4000 square meters, and is divided into clothing, home products, coffee, books and other areas. Now it has become one of the main stores in the shopping mall.

The Gloria 225 concept club, which is located in Beijing Road, has the functions of exhibitions, floriculture, coffee and so on. Every season, the theme of the exhibition hall will be replaced with the theme of store sales clothing, and now it has become a good place for art and literature petty bourgeois fan.

In addition to cross concept stores, some of the most powerful clothing brands are also cooperating with cultural and creative brands, playing more new tricks in clothing design and marketing.

In September 27th, UNIQLO and Disney's MAGIC FOR ALL concept store opened in the 5 floor of the global flagship store in Shanghai. There are five thematic areas of Mickey 100 theme area, future world, small adventurers, colorful fairy tales and customized areas. It features a bright and creative concept experience area for consumers.

Directly affect the rate of entering shops.

The reporter understands that the popularity of clothing concept stores is generally higher than that of ordinary clothing stores.

Last Saturday night, the "CABBEEN 33 Pavilion", which just opened in Baiyun Wanda Plaza, attracted many customers, while OCE could maintain a certain popularity at the weekend. The Gloria 225 concept club has become a good place for art and literature petty bourgeois fans. Many friends who have been there have indicated that they are more interested in Gloria and are willing to go to their clothing stores.

Does the concept store help the performance of the clothing brand? CABBEEN introduces that the most direct impact of opening a large store is the improvement of the entry rate. The average store area of CABBEEN is less than 200 square meters, but the concept store can reach thousands of square meters. Because there are more fields and theme concepts, the flow of people is more than that of traditional brand stores.

Large concept stores can achieve 80%-90% of ordinary stores, which is much higher than traditional stores.

There are people in the industry who believe that clothing brand opening shop is conducive to displaying the image of the store and increasing the shopping experience of customers. On the other hand, it can bring new marketing topics, attract market interest and improve performance.

However, due to the different fields and cross boundary operations, the concept stores also pose more challenges to the operation management and innovation ability of garment enterprises.

In this regard, a clothing brand related responsible person said, for strong clothing enterprises, can seek relevant industries mature enterprises to cooperate, and the introduction of outstanding professionals, as long as the supply of goods, services and other details to grasp well, the concept store operation is not difficult.