Clothing Brand HOME Shop Trend?

On fine Saturday, Xiao Chen walked in the busy streets of Nanjing West Road, Shanghai, and was attracted by beautiful windows and colorful products displayed.

The surrounding brand shops were numerous, but she walked straight into the house.

HOME Asia's largest flagship store.

The upper and lower two floors, with a total area of over 500 square meters, match the commodities in the store according to a series of demarcation, display and even incense atmosphere.

What's interesting is that on the window of ZARA HOME's door, there's Tmall super.

Preheated day.

Act as

The home brand of giant ZARA is already the thirty-fifth store of ZARA HOME in China.

According to the world clothing shoes and hats net, in early April 2016, ZARA HOME Tmall flagship store was formally launched.

Over the past year, it has become a dark horse in the industry. Its annual growth rate is as high as 300%.

In May 13th, ZARA HOME co operated with Tmall super brand day for the second time. All the offline stores were linked to Tmall on the same day, and the whole venue was 20 percent off discount, and the exclusive launch of new products.

ZARA Royal exclusive series for Tmall, offline flagship store to achieve synchronous display, scan code can jump to Tmall shop to buy; offline shop windows also carried out a brand new pformation, to create a brand new retail carnival.

Fast fashion brands have become masters of fashion psychology, meeting the needs that did not exist and successfully creating the historical record of people buying the most fashionable costumes at the lowest price.

Buying clothes seems to have become an impulse to refresh wardrobes according to season and fashion trends, rather than to love or respect styles.

Now, consumers' impulse to fast fashion is extending from clothing to household products such as sheets, pajamas and ornaments.

Clothing is no longer the most popular fashion.

After 90, Xiao Chen is the "renting family" in Shanghai.

For her, furniture, such as beds and cupboards, could not be replaced, but bright spots could be added to soft clothing.

Every season, in addition to worrying about what to wear tomorrow, she also plans to change what color sheets and styles of carpet for next.

As early as 2003, lnditex, the parent company of ZARA, founded ZARA HOME, positioning itself as the main fashion trend home decoration brand.

In 2011, ZARA HOME opened its first store in Beijing, taking the first step in the Chinese market.

Today, ZARA HOME has become one of the fastest growing sub brands in lnditex group.

Unlike the slow supply chain of the original home industry, ZARA HOME, like all fast fashion, is constantly attacking consumers' families with faster updates and more SKU.

In 2016, it was reported that a coat produced by ZARA took only 25 days from the design draft, production and logistics to the flagship store in Fifth Avenue. 12 thousand styles were launched each year and two new times a week.

ZARA HOME is also not to be outdone.

The newly opened flagship store in Shanghai will cover the brand wide design series, and it will be consistent with the global ZARA HOME store policy. It will launch two series of new products every year and keep it up for two weeks.

In addition, flagship stores also offer other special limited products, such as ZARA HOME Kids, children's furniture and children's household products, which are well-known brand Liberty in London.

Compared with clothing, home may be a more potential development space.

Compared with the competitive apparel industry, the market of the home market is much larger.

Take IKEA as an example. In the 2016 fiscal year, IKEA group sold 34 billion 200 million euros in total sales, and net profit in the full fiscal year reached 4 billion 200 million euros, of which sales in China exceeded 12 billion 500 million yuan, up 18.9% over the same period last year, becoming IKEA's fastest growing regional market in the world.

Media Bloomberg has reported that Euromonitor, a consultancy, says IKEA accounts for 4.8% of the furniture market share, while the share of ZARA HOME is less than 0.5%.

Brand fragmentation means the great potential of the market.

In addition, ZARA HOME is growing rapidly.

According to the annual report, in the 2015 fiscal year, ZARA HOME sales increased by 19% over the previous year, much higher than 7% of ZARA, and net profit increased by 21.75% over the same period last year.

In the middle of 2016, the core brand ZARA gained 13% of the sales growth, while the growth rate of ZARA HOME was 17%.

ZARA HOME saw this trend and increased investment in systems, logistics and channels.

Zara product team originally relied on the "Zara Go!" system to quickly respond to different needs among countries.

After mature operation, "Zara Go!" is gradually applied to areas such as procurement, distribution, management control and logistics.

Now, similar management systems are being used by stores in ZARA HOME.

In recent years, ZARA HOME continues to develop online channels while continuing to enter the global emerging markets.

According to the Inditex annual report, ZARA HOME has increased 65 new stores in the 2015 fiscal year; while expanding the emerging market in Australia, it has deployed online channels synchronously, becoming the first brand of the group's online business platform in the southern hemisphere.

In order to ensure the effective development of offline stores and online channel services, Inditex has also targeted the use of new logistics technologies to push new delivery routes.

These clothing brands are opening home stores.

The home store, which is derived from clothing brand, is becoming a new choice for the trend crowd.

Fast fashion brands are not only ZARA for developing home furnishing lines.

Immediately after that, another fast fashion giant, H&M, opened its first home design line in 2009. Now it has shown strong growth momentum.

In the annual report of H&M 2016 fiscal year, the brand has made it clear that it will set up an independent H&M Home store in the future and operate it as an independent brand.

In 2017, H&M Home will continue to expand rapidly, with an estimated 50 new businesses.

As of November 30, 2016, H&M Home has 269 stores in more than 40 countries and regions around the world.

According to the world clothing and shoe net, Cruz del Barrio, director of family and horticultural research at Euromonitor, once said: "they are creating a market and selling you a lifestyle.

This is very promising. "

Of course, this change is not the exclusive of fast fashion.

Furthermore, this has become an effective way for some clothing brands to break through the bottleneck of development.

Home shop in Jiangnan Buyi

Designer brand Jiangnan Buyi has just launched the home line.

From its development trajectory, we may be able to see the logic of some category and brand development.

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In recent years, on the basis of the main brand JNBY, Jiangnan cloth clothing has launched men's wear brand CROQUIS, children's wear brand JNBY by JNBY and women's wear brand less.

In 2016, it extended the product line to extend to children, teenagers and homes.

When the market of men's and women's clothing tends to be saturated, clothing brands first come into the field of children's clothing, and after the brand completes these layout, their consumers naturally form family scenes and needs.

In December last year, JNBY launched its home brand and opened its first independent store in Chengdu a month later.

But in the practice of the concept of "family", the footsteps of Jiangnan Bu Yi never stopped.

As early as the 618 Tmall fans Carnival in 2016, the head of Jiangnan cloth and clothing business department said in an interview that the front end presentation and category combination will highlight the concept of Jiangnan Buyi + and create a family consumption scenario.

In mid year, a new marketing theme, "home significance", was launched to render the strategic plan of the whole group.

In early February of this year, it launched a new furniture brand "paradox collection".

Is home shop an inevitable trend?

Fast fashion mode of operation, so that ZARA HOME occupies a dominant position in the category.

According to the media reports, ZARA HOME offers about ten thousand products, including white bed sheets (about 16 dollars) and woolen carpets (about 390 dollars).

By contrast, IKEA sells about 9500 pieces of merchandise each year, including furniture.

Different from IKEA's shopping centres, clothing +home stores are more like developing new diversified scenes around the established population to meet the needs of consumer upgrading.

More and more young girls will buy a fashionable dress in the ZARA store, then wander to the HOME store to pick up a summer exotic bed sheet.

These single products, which were not really needed, are attracting consumers because of "good shopping" or "good looking".

For brands, multiple categories and experience services will undoubtedly increase residence time and promote consumption.

Women's clothing brand La Natsu Bell, Chao brand STAYREAL and even sell coffee in the store, is also a similar logic.

As early as 2014, Inditex plans to promote home shops around ZARA stores.

Most of these stores are located in the core shopping areas of a second tier city, such as shopping centers or main commercial streets, with prominent store signboards and dominant geographic location.

"The future brand portfolio will be more complete, providing services to consumers of most age groups and achieving sustainable long-term growth."

Jiangnan Buyi wrote in the latest issue of the annual report.

Whether it's product positioning or brand culture, the home line is almost the same as the original brand.

Brand awareness provides a great advantage to open market segments.

At least in the promotion and advertising level, ZARA HOME and JNBY Home do not need to be as laborious as other home brands.

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