Women'S Clothing Brand Less Is Also In The Same Line Of Things. Jiangnan Cloth Art DNA And Design Attitude

Less "disguised conference room" flash shop site

With the growth of China's overall consumer market slowing and intensified competition, local retail brands are building up brand power.

In recent years, the "1931" crazed screen around the national beauty brand, the gazelle, and the continuous controversy have shown that the local brands who have always been passive handwriting are consciously starting to innovate, which is more consistent with their own brand positioning.

This self-conscious action is rising, but because of the rapid change of consumer taste,

The permeation of all kinds of holes accelerates the speed of goods circulation. Most of the time, the brand marketing and innovation ability of local brands only stay in fur, and it is difficult to run smoothly in the aspects of corporate culture, product design and store concept.

Flash shop, which is defined as a new mode of creative marketing mode combined with retail stores, has been favorably watched after Google, SONY, NetEase and other well-known enterprises at home and abroad have tried.

In the same store layout and catalytic fatigue, the flash can provide many consumers with palpitating elements and bring them fresh experiences and surprises.

Less "disguised conference room" flash shop site

Not long ago, there was a flash in Beijing.

Shop - disguised conference room.

This store is built by office daily equipment and removable device.

This is a creative marketing activity of the new workplace women's brand less, which is different from the traditional flash store used for market test or new store preheating. Less's flash shop set up devices, art, business and consumer interaction.

The inspiration and background of less "disguised conference room" -- image of office grid between 1950s and now

The "disguised conference room", with the background and Inspiration of the office grid between 1950s and so on, mimics the sense of closed space between the office standard lattices, builds an independent clothing display space, adopts the cold color aluminum metal corresponding standard workplace, and presents a contemporary workplace scene of "workplace sense of cage".

In terms of location, Google, SONY, NetEase and others.

The biggest difference between some flash marketing is that less does not choose a region with a strong commercial atmosphere. Instead, it chooses the closest location to the target consumer -- the corporate conference room.

The "disguise conference room", which is located in the conference room and the diplomatic office building of Zhongzhi group, tries to show the workplace women who have nothing to do with the work content in the familiar office environment which is now very different.

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At present, there are many demands for women's costumes in the workplace. The professional clothes in daily work are very serious and serious. Less encourages female employees to take a "less serious" work picture. It is undoubtedly hoped that they will recognize a new self, a new woman who is not perfect, but has a unique personality and real self.

Less "disguised conference room" at the flash shop, working women, consumers, participants

At the scene of the "fitting room" flash shop, consumers can participate in art exhibitions and visitors, and the brand can get three identities.

This act fully expresses the connotation and value of less brand, and deeply implanting its unique cultural expression in the process of contacting its potential core consumers.

"What the contemporary professional women need is not only the pure appearance, but also the absolute self status. What they need is a healthy rational emotional relationship and a collection of art and merchandise that can fully display this relationship."

In view of this, less flash shop itself is more like an artistic work with emotional communication function, an art exhibition about time and space.

Act as

The group's women's clothing brand and less consumer group focus on the new generation of working women aged 30-45. The core customers include medium and senior management in the media, finance, IT, government, lawyers and so on.

Brand continues to extend the group's "clothing expression to daily observation and experience" and its cultural expression behind the attempt.

The "fitting room" flash store experiment has a strong style of DNA in the Jiangnan group, which integrates the DNA of art into clothing and commerce.

Less "disguised conference room" flash shop site

Less "disguised conference room" flash shop site

Less "disguised conference room" flash shop site