Can You Play Like A Flash Store Like Chanel And YSL?

According to the world clothing shoes and hats net, these days, Shanghai

Fans seem to have really experienced a scene that could only be used in social media. The reason is that the two fashion groups landed in Shanghai and launched their own flash store -- Yves Saint Laurent's Beauty Club.

Coco Caf e.

The former set up a party style flash shop on a cruise ship of the white lotus Ferry Pier in Shanghai. Although the time was only 10 hours, the party, which was aimed at helping consumers experience their beauty products, was really bustling.

In addition to the star seat, male model support, DJ disk playing and all kinds of Bling-Bling's excellent self timer scenes undoubtedly satisfy people's desire to win a reasonable screen of friends on weekdays.

Compared to the Yves Saint Laurent, Chanel still wants to follow the elegant French style. From April 12th to 23, Coco Caf is held for 12 days, offering free coffee, meal and beauty products trial. The main purpose is to lead the customers to experience the essence of the brand with the help of afternoon tea.

Of course, the scene is still a sea of people, consumers are busy self timer and color test, the atmosphere is not typical afternoon tea like leisure and comfort.

There is no denying that the two have started in fashion.

The brand did attract consumers' eye.

During the Yves Saint Laurent cruise party, the number of queues entering the field was endless. Some of the commodities sold on the day were sold out in just a few hours. In addition, a large number of girls who failed to enter the field or could not buy their favorite products were complaining on the Internet, and the activities were closed ahead of schedule due to overloading of personnel.

Chanel although the site does not sell products, but the scene test makeup of the crowd does not lose the past Chinese tourists rush to buy foreign cosmetics store scene, if you want to buy, you can immediately on the official website of Chanel order.

These creative marketing activities directly facing consumers are obviously very effective. The girls who attend the party are still enthusiastic about the long queues. They are busy trying out products and releasing their self timer to social media.

With the help of its excellent ability to map, the atmosphere on the social media is rendered beautifully.

Compared to the platform advertising, KOL writing soft language, celebrity endorsement and other promotion methods, a few Party parties or afternoon tea appears to be a lot of economic, and all of these have been successful in brand promotion and sales.

In fact, luxury brands do not recommend new shops. As early as 2004, Comme des Garcons has tried to create a popularity store in Berlin. After that, more and more brands began to take part in this guerrilla war.

Gradually, the flash shop is no longer like the original Comme des Garcons. The purpose is to clear up the unsalable inventory, and more flash shops are designed to make the short journey of several days full of topics and interesting. Similar to Yves Saint Laurent's yacht party and Chanel free trial experience, customers who hear the wind only need to enjoy the scene experience provided by the brand. This practice not only helps the brand excavate more potential customer groups, but also ensures the word of mouth propagation on the brand line.

This is a hit for those luxury brands who want to catch young consumers.

Aside from the real expression of value behind this flash mode, from a commercial perspective, this flash mode is also applicable to the brand's current development mode.

Just imagine how important the millennial industry is to promote the future development of the fashion industry, but a large number of young consumers growing up in this era are still not enough to support the half of the luxury market.

According to the global luxury market survey released by Bain in 2016, it is predicted that in the personal luxury consumption market in 2020, the Y generation and the Z generation consumer group finally reached their predecessors, because it was not until this time that the "millennial generation" finally reached the peak of personal income.

So nowadays luxury brands want to cultivate their own future consumer groups, and provide entry-level experience through flash shop mode. At the same time, with the help of these young consumers, ensuring the brand's activity in social media is undoubtedly the lowest cost marketing mode for the luxury industry at the critical moment.

What we need to be careful is not that any luxury brand is suitable for holding a flash shop like this. After all, not every brand can satisfy customers' desire for "celebrity packaging". For example, brand recognition is relatively low, or if some new designer brands adopt flash mode, it is likely to be difficult to cause "two spread", or even cause potential customers' wrong perception of the brand, because if others do not know much about brand, if they are biased against communicators, then this bias will eventually be applied to the psychological positioning of the brand.

Looking at the domestic luxury market, this flash mode seems to be more easily sought after.

Under the market dominated by foreign cultures, the young generation in China has a snooping psychology for such social activities as party and afternoon tea, or even to touch the products of their favorite brands. It breaks the gap between the brand's long-term "impossibility" and the personal social capital.

Besides, the tendency to test consumption with flash shops is also important for foreign brands, especially when the industry is under a lot of uncertain factors.

The flash shop has become hot at the moment. It is not a hot brain. It can even be seen as a win-win situation between the brand and the customers.

At present, the domestic flash shop has not really blossomed, and the fashion brand's acceptance of flash mode is still at the stage of marginalization.

Despite reports that it has entered a stage of explosive growth in China, the cool fashion brand still needs to make clear the intention of developing flash mode so as to establish a long-term plan rationally. After all, this is a marathon for future development.

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