Kit&Ace Under The Impact Of The Electricity Supplier, The Store Is Still Very Successful.

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In recent years, the development of physical stores has been less optimistic. The shopping Carnival of black Friday has also appeared for the first time in 2015. Online stores have gone beyond the line. The store has been surpassed by electricity providers, and the situation is not optimistic.

In this context, Kit&Ace is still in the opposite direction.

Started, and opened 60 stores in the world in a short span of a year, the future will continue to expand, because the founder believes that the experience of physical store shopping has a natural advantage that the electricity supplier does not have, that is, its social attributes.

Kit&Ace was founded in 2014.

The brand is closely related to the other brand Lululemon, which is very popular at present. The founder of Shannon Wilson and JJWilson are the wives and sons of Chip Wilson, the founder of Lululemon, and Shannon Wilson is the Kit&Ace before creating Kit&Ace.

Kit&Ace, founded by the Wilson family for $7 million, is a family business and is considered by the outside world to be the next Lululemon..

Kit&Ace's products are "flagship".

The product is made of "Cashmere" material (the founder Shannon Wilson calls it "Qemir").

The price is between 65-130 dollars, and a turtleneck sweater is 400 dollars.

Even so, the strong demand made Kit&Ace open stores all over the world in a year.

It caters to the popular trend.

"That is, a style that suits both sports and everyday wear. The concept of science and technology and the strategy of" super localization "are also important.

In particular, in the case of traditional retailers being driven by the impact of the electricity supplier, Kit&Ace redefines the functions of the store, giving inspiration to many struggling traditional retailers.

Building the concept of "scientific and technological cashmere"

Sports and leisure wind is a fashion that has become popular in recent years.

There is a higher demand for fabrics: on the one hand,

Clothes need to have some elasticity and air permeability. On the other hand, they need a certain sense of texture as casual clothes.

So when the founder, Shannon Wilson, was considering creating a new brand, she asked herself, "what kind of clothes do she choose to live in like a rich woman?" she first thought of cashmere, but the traditional cashmere was easy to deform after stretching, though it was comfortable to wear, and it was not very convenient to wash.

To this end, she went to Mongolia and Inner Mongolia, China, to find some local shepherds, and learn their knowledge of wool.

After constant attempts, Shannon Wilson and a Italy

Factory cooperation, through mixing fiber and rubber fibers into cashmere, creates a new technology that can be washed and is not easy to deform. Cashmere is named Qemir..

Qemir contains 9% cashmere, 10% elastic fiber and 81% fiber glue.

It's soft and comfortable, and can keep the shape of clothes. It can not only be used for making winter.

And shawls can also be used for summer T-shirts and suspenders.

In addition, Qemir also got rid of the traditional scrubbing washing method of cashmere, it can shrink and throw it into the washing machine, and Kit&Ace can be cleaned.

With black and white ash as the main color and simple cutting, it fits well and has a certain sense of design. Positioning is light and luxurious. The price of a T-shirt is between $68-100 and a turtleneck price is $348. The target consumers are consumers aged 20-30 years in the city. The consumption level of these people is relatively high, although they will not buy only large products, but they will be willing to spend a lot of money when they encounter a lot of cashmere products with a great sense of design.

"This brand is designed for those who work late and late.

They go out at 6 in the morning and do not go home until 10 p.m., so they need a lot of clothes that can be worn in offices, gym and family gatherings.

JJ Wilson, another founder of Kit&Ace, said.

After opening its first store in Vancouver in July 2014, strong demand prompted Kit&Ace to open six stores in Edmonton, Calgary, Saskatoon, Toronto and New York and San Francisco in the United States.

By 2015, Kit&Ace had opened 60 stores in the world and plans to expand in 2016.

30% localization principle

Kit&Ace's rapid expansion in the world depends not only on its selling point of "technological cashmere", but also on its "super localization strategy".

"We want every store to have some unique elements in the local market and try to avoid stereotyped design," JJ Wilson said. "The best way is to work with local designers and designers."

Kit&Ace shop decoration has a "30% localization" principle, that is, store accessories, such as portraits, furniture, lighting and so on, 30% of which are from local artists and craftsmen, and Kit&Ace conveys the message to local consumers through this way: Kit&Ace takes herself as a member of the local community, not just a rented outsider.

For example, in kit&Ace store in Boston, the lighting comes from local artistes Alex Jaynes, furniture comes from Boston designer Quentin Kelly, on its wall is a huge Boston landmark building Leonard P.Zakim Bunker Hill Memorial Bridge photos, the Memorial Bridge in Boston people's heart has unusual significance, this is Boston photographer Andrew Kubica's work.

In the Kit&Ace store in Venice, there are two huge geometric art portraits on the wall. The author is Venice native painter AllisonKunath..

In every Kit&Ace store, there is a wall called "The Wall", which is used to display the portrait of some local artists and update them in the quarterly cycle.

JJ Wilson says that not only can the store have a new look from time to time, but it is also like a continuous dialogue with the locals, so that local consumers feel that Kit&Ace has a very close relationship with the local community.

Let shopping socialize

Many traditional retail entities have begun to set foot in.

In order to strive for their own survival space.

Kit&Ace founder JJ Wilson believes that the experience of physical store shopping has a natural advantage that electricity providers do not have, that is, its social attributes.

JJ Wilson believes that shopping can also be a social interaction, shopping with friends, and interacting with the shop assistants. This is the social attribute of physical store shopping, and the process of contacting with physical goods is also a process of interaction between consumers and brands.

From this point of view,

Although it brings great convenience, it is at the expense of people's social interaction.

Cooperation with local artists is one way to interact with locals, and another way of interaction between Kit&Ace and locals is its regular dinner.

In every store in Kit&Ace, there is a 8 inch X8 inch display stand designed as "Super Club".

During the day, this is the commodity display area, which consumers can take.

Start here and pick.

In the evening, the booth can be pformed into a huge dining table. Every Kit&Ace will host a theme dinner every month, inviting some locals to participate.

People can try out Kit&Ace's new products in advance, and can also play the "real big adventure" and get to know new friends.

Kit&Ace gathered the unknown people together to give them a chance to know each other. Maybe in the future, friends will be invited to Kit&Ace shopping.

JJ Wilson feels that the daily schedule of contemporary urbanites is so full that it's hard to get together with friends and sit down and chat. Kit&Ace regularly arranges such gatherings for these people, so that everyone can spend 3 hours in a busy life, get together in Kit&Ace shops, meet old friends, and make new friends.

At the same time, plus the shop full of artistic atmosphere decoration style, Kit&Ace is no longer just one.

Rather, it is an extravagant advocate and practitioner of artistic lifestyle.