Why Do You Only Sell White T-Shirts For Half A Week?

According to the world clothing and shoe net, in this city, shops are clustered in densely populated neighborhoods, and there are many kinds of goods. Some shops even have no rest all year round.

"New, comprehensive and convenient" is the professional ethics of most shops in Tokyo. People like Tokyo like this because it is so good! But there are also people who run against it. #FFFFFFT is one of them.

#FFFFFFT was opened in Shibuya District, Tokyo in April 2016.

The buyer shop sells 1000 to 20 thousand yen (around 60 to 1200 yuan) from all over the world.

White T-shirt.

#FFFFFF means white in computer color designation, and shopkeeper Xia Tuo also adds a T at the back, meaning "white T".

(#FFFFFFT conforms to the fantasies and expectations of young artists in a "hidden world good shop" - but that's not bad either).

"I don't want to rely on a specific language in Japanese or English, so I choose the international computer code, and everyone will ask, but it will be impressive."

Xia Mu Tuo also said "the future plan".

Shop goods are also only white T-shirts.

In the #FFFFFFT shop, the only one complete white wall hung two rows of T-shirts, about thirty pieces, which is all their merchandise.

If you look at the product category alone, it is really a "thin" shop.

But some people love this simple look.

The store did not get a good location.

It is located in a residential area, the only commercial facilities that can be found around it is only the "family" convenience store across the street.

The store was rebuilt from an apartment's bottom garage, retaining the original cement floor of the garage, and setting up a simple cashier and fitting room. The shop space is narrow and irregular.

What is even more surprising is that the shop, which should have made great efforts to make up for its disadvantages, has only been open for half a day on Saturday afternoon.

There are no obvious signs. Except for a short business on Saturday afternoon, most of the time there are iron doors, and even many residents are not aware of the existence of the red clothing store.

Xia Mu Tuo also said, "we have built a secret base."

)

This kind of "maverick" allows them to gain a lot of media attention in a short time.

8 Japanese television stations, including NHK, have reported them. Not only that, they also publish information on more than 20 magazines, including women's magazines and male magazines.

(shopkeeper Xia Tuo is also a good seller.

There are various newspapers and magazines in the shop where shops are introduced.

Customers are also in love with the sharing buying experience.

#FFFFFFT tags are often seen on Facebook and Instagram, and this store has quickly become "

"

In the summer season of T-shirts sales, the shoppers who have come to the front of the shop are queued up before the shops open on Saturday, and the purchase rate is over 80%.

"At most, you can sell 180 white T-shirts a day."

Xia Tuo also said.

(do not belittle the recommendation of young artists (pictured above).

They themselves have a character tag recognized by their friends, often able to accurately convey the brand to more people.

Meanwhile, shopkeepers themselves regard Instagram as one of the important channels for sending letters.

"Compared to Harbin, Tokyo, and so on, the flow of people is small, but the rent is cheaper. Our customers are also of high quality. We are not just browsing, but we are looking for them with the purpose of buying."

Xia Mu Tuo also said, "if you open every day, people will always want to go."

And only a half day a week, people want to see it quickly. "

At present, store revenue is still in line with his expectations. He plans to try it for a year.

#FFFFFFT has no fixed target population.

Customers who queue up to buy white T-shirts are mostly young people, but occasionally there will be fashionable young ladies and seemingly grainy granny shopping groups. Of course, there are also some foreign customers.

Through the Internet, these foreign customers are also becoming an important source of tourists for this store.

"When foreign customers get the most, they can reach 20% a day."

Xia Mu Tuo also said, "Chinese tourists like to buy sneakers at Harajuku first, then sweep the goods near Supreme, then come here to buy a white T-shirt.

These young Chinese seem to be very familiar with fashion.

Xia Tuo is also a fan of white T enthusiasts.

He collected more than one hundred white T-shirts from the cheap brand of convenience stores to luxury brands like Prada.

He will also visit the manufacturer for an interesting white T-shirt.

This time, he developed interest into business.

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(shop owner Xia Tuo Tuo and Xia Muhua).

The two people who love white T-shirts are not the "minimalist" advocates. They dress more diversified on weekdays. Xia Muhua will also regularly display their fashion matching on his Instagram.

His business card reads "white T Hunter".

He is not worried about the source. As a senior lover who crosses one hundred white T-shirts, Xia Tuo understands many good quality niche brands. He thinks he is a white T-shirt database.

Sometimes, he will be invited to attend the brand clothing conference.

In the eyes of Xia Tuo, white T-shirt is more than just a "universal bottoming shirt". Once you classify a fine product category, it can also generate various SKU.

This is an indicator of the volume of merchandise in the retail industry, meaning StockKeepingUnit - the smallest unit of stock.

When a commodity's brand, type, configuration, color, capacity, production date, shelf life, use, price, origin and other attributes are different from other commodities, it is a different minimum inventory unit.

So look at #FFFFFF products again - it becomes richer.

All kinds of white T-shirts have different V collar, round collar and U collar from design clipping. In recent two years, small top collars and oversize have been popular.

Plus the brand T-shirt from all over the world, because of the different cotton producing areas and the different weaving methods, the feel of each T-shirt is also very different. For example, Losangeles's clothing brand LADYWHITE is made of cotton in California, and it feels more substantial, while the British brand SUNSPEL fabric is delicate and soft, and feels delicate, soft and glossy.

(Japanese brand ENTRYSG produces three T-shirts with the same material but different neckline designs.

In order to keep the old customers fresh, Xia Mu Tuo adjusts the updated styles every week.

Recently, they have tried to sell some clean exhibits at thirty percent off, many of them agree that this kind of economic and environmental protection is good.

Xia Mu will also look for some distinctive but less famous Japanese brands, such as the white T-shirt produced by LOOKSEA, a silk product manufacturer of Kyoto. It will have a silk lining, or a T-shirt made of a special fabric slowly woven by a loom in Wakayama, Japan.

Because shop is not big, the shop opening time is very short every week, Xia Tuo Tuo itself is a best commentator, directly faces the customer, realizes many brands pursue Storytelling (story telling).

(T-shirt made of LOOKSEA silk produced by Kyoto silk manufacturer) is also the highest priced item on display day.

After the rapid expansion of the shop, the possibilities of store business are also increasing.

There are even brands seeking to come and ask for white T-shirts to be sold.

The boss of LADYWHITE, an American manufacturer, came to Japan to tell him about his T-shirt after he saw the news on the Internet.

"This is also my hope.

We are not a brand store, but also want to become a platform for all white T-shirts manufacturers.

Xia Tuo also said.

At present, there are more than 20 brands of products in the world.

With the gradual winter in Tokyo, the demand for short sleeved T-shirts is also significantly lower than in summer.

But Xia Tuo also does not care about this matter. "This season to buy our white T-shirt is like me all the year round wearing white T real lovers, is also our core customer group, these people are very important."

In December 24th, #FFFFFFT ended its last business in 2016, one hour ahead of schedule, and Xia Tuo also expressed their thanks to consumers, media, partners and people who agreed with their brands and concepts on SNS.

Xia Tuo also did not intend to open shop at all.

"I hope that customers can touch different material differences with their own hands, observe the details of each garment closely, and then try it in person, just like picking coffee beans and red wine. This kind of experience can only be done by a physical store."

He also hopes to open stores to cities outside Tokyo, such as Beijing, Shanghai and Hongkong in the future.

Marketing Point:

1, shaping personality is for the purpose of creating topics, it is free to seize the media a good way.

2, product segmentation can also create rich species.

3, tell good stories for customers.

Of course, the premise is that you really like it, so you are willing to spend time studying it.

To know, the quick profit and quick profit that want to make a lot of money in the short term can come from the copywriting.

4, pay attention to experience.

It may include display and design of shops, quality and service of selected products.

5, running counter to traditional store experience will be a topic, but the current location and opening time will also limit the growth of its customers. In other words, it is quite comfortable at present, probably because customers have such a large capacity.

6, the rejection of electricity providers may indeed be related to user experience, but it is not necessarily a direct causal relationship.

The electricity supplier needs to invest more operating costs, and after-sales service needs customer service support. This is not the task that can be completed by the shop which has opened for more than half a year.

More interesting reports, please pay attention to the world clothing shoes and hats net.