What Is The "Wonderful Flower" Mode Of Clothing Experience Shop?

Nine years ago, when founder and CEO Andy Dunn founded Bonobos, no one believed that clothes were sold on the Internet, but no entity store mode could succeed.

Nine years later, this man's clothing

It has received more than $128 million in financing, and has opened 21 offline experience stores in the major cities of the United States and has two sub line brands.

Bonobos is an American business man specializing in men's clothing, headquartered in New York, USA.

Bonobos offers a full range of men's wear including trousers, jeans, shirts, shorts, swimsuits, jackets and accessories.

The company was founded by two Stanford University business school graduates and roommates Andy Dunn (AndyDunn) and Brian Spari (BrianSpaly).

At the beginning of the 2007, Bonobos only sold online.

In 2012, Bonobos cooperated with us department store giant Nordstorm to open its first offline experience store and began a completely different business model with other electric providers.

What is the "wonderful" mode of experience shop?

Bonobos's experiential shop is actually an extension of its online store, a store that consumers can personally feel about.

Customers no longer need to imagine a pair of trousers on the computer screen.

In other words, experiential shops are more like customers' "fitting rooms".

The experience shop displays Bonobos's costumes, all sizes are fully equipped, and the customers who come to the shop feel the products sold online.

Before going to the shop, customers should make reservations on the Bonobos website. Each customer at the experience store has a one to one instructor to provide services and provide suggestions for modeling and size.

In the Bonobos online store, the average selling price of men's trousers is around 120 yuan (about 800 yuan), and the average price of the jacket is about 160 yuan (about 1000 RMB).

It is precisely because of the high-end positioning and pricing of Bonobos that the brand has more room to create quality services.

Try to buy clothes directly to buy home? In the Bonobos experience store, customers can never buy anything, only try it on! After the test, customers can place orders on the store's computers, or go home shopping online, just like the traditional e-commerce mode.

In an interview with US magazine Inc., Andy Dunn, founder, said: "80% of our customers come to the store to try out their clothes and go home to order online."

What information did Bonobos get in such a business mode? People still care about trying on clothes while they buy clothes, but they do not mind getting clothes one or two days later.

Most people think that instant gratification is the only way to get out of the store with a shopping bag.

The core of experience.

But Andy Dunn said, "surprisingly, our customers do not care about that.

In fact, some customers prefer to walk out of the shop with empty hands, so that they can do anything else without any burden. "

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Andy Dunn said in an interview with BusinessofFashion: "in the era of e-commerce, people have long been accustomed to collecting parcels.

In order to satisfy the satisfaction of consumers carrying shopping bags, stores store a lot of goods.

But businesses must realize that when you hoard goods, you can't focus on another more important thing: services.

Andy Dunn told eMarketer reporters that when consumers came to experience shop experience, the number of purchases increased by 75%, the biggest reason is that customers get the humanized service and experience that virtual network can not provide.

Andy Dunn said frankly: "because of technology and urbanization, the world is becoming more and more cold, and people are becoming more and more alienated."

Bonobos extends from online to offline, one to one personalized service and friendly humanity relationship with customers is a special presence in commodity trading today.

Andy Dunn added: "when we first started this brand, the consumer groups we are facing are young people based on the nature of the electricity supplier and the Internet.

But we have gradually discovered that after opening up the experience shop under the line, many older men who are unwilling to contact digital shopping have begun to have more ways to understand the brand, which has greatly increased the exposure rate of Bonobos.

The opening of a physical store has expanded the scope of Bonobos audiences. The average age of consumers has grown from 28 to 36.

This change in data does not mean that Bonobos has lost its young supporters, but represents a larger span of age for the brand.

What is the reason why Standford and Andy Dunn, who graduated from business school, decided to start their own businesses?

Andy Dunn said, "Brian Spari, the co-founder of another Bonobos, complains to me that he hasn't bought a pair of trousers for many years."

For them, it is more successful to make a suitable pair of trousers for themselves. Up to now, Andy Dunn still has fresh memories of Bonobos's first pair of trousers.

"It's a light green corduroy pants with some blue and pink lines on it.

I never thought of how a man's trousers fit.

According to BusinessofFashion, in the early days, Bonobos conducted a questionnaire survey of 1000 loyal customers.

Most of the results of the questionnaire are expected, but Andy Dunn really cares about only one point, which is the subjective question and answer question at the end of the questionnaire. "Why did you choose to shop at Bonobos?"

Andy Dunn spent a week watching 1000 questionnaires and analyzing the results through the vocabulary statistics system. The three most mentioned words were the three pillars of their brand, and reflected the core idea of Bonobos: fit, fun and service.

Bonobos is committed to creating the most suitable men's clothing for men. As a digital brand, it creates an "interesting" shopping mode for customers, and focuses on Humanized "service" in the whole process.

"The future is not just digitalization, it's digital brand".

Andy Dunn also said in the 2015 Asia Boao forum that the digitalization of clothing has great potential.

The same pair of men's trousers has 40 different sizes and tailoring.

The platform makes it possible to sell such a tailored men's pants.

If it is a physical store, there are so many designs and pieces that are not realistic. Now, through the Internet, it will bring better customer service and more possibilities to consumers.

Bonobos provides two-way mail, that is, delivery and return are borne by Bonobos.

At the same time, Bonobos has a customer service team called "Ninja" on the Internet to provide customers with size recommendations, the website also has the "3 steps" convenient order process.

To add these elements to the website is only part of the brand digitalization. Bonobos believes that the future electricity supplier will be the integration of brand and its store.

There are still huge room for development in middle and high class men's clothing. Men's sales of more than 1 billion dollars are numbered: Giorgio Armani (GiorgioArmani), Ralph Lauren (RalphLauren), Hugo Boss (HugoBoss) and so on.

"In this digital age, Bonobos has the opportunity to become a brand like them."

Andy Dunn said.