Look At How These Two Stores Manage Children'S Clothing.

Important locations, lots of distribution and strategic positioning.

The series is grabbing the shelves and floors of Italy department store.

This trend is win-win: on the one hand, the major department stores ensure that the brand enters and expands the traffic volume; on the other hand, children's clothing.

It also achieved positioning upgrading, coexisting and complemented with traditional distribution mechanisms.

According to the world clothing and shoe net, the latest issue of Italy magazine has conducted an in-depth study of this trend.

La Rinascente: differentiated positioning helps children's clothing brand strategic layout

La Rinascente, the world's leading high-end chain store in Italy, has chosen to set up children's clothing counters in its 7 shopping malls, and has made a strategic distinction between the children's clothing areas in various shopping malls.

La Rinascente has paid particular attention to shopping malls located in Piazza Duomo (Church of Duomo Square).

"The children's clothing department of Piazza Duomo store covers an area of about 1000 square meters, occupying the entire 6 floor of the mall with the underwear department," Cinzia Baldelli, La Rinascente, Lombardia warehouse management manager, said in an interview.

La Rinascente Roma Fiume store (located in Parioli District of Rome) has also attached special importance to children's clothing. Other shopping malls of La Rinascente still use children's clothing as a supplement to other commodity categories.

Although Italy is facing the challenge of economic crisis, the sales performance of children's clothing department in Italy retail industry has been very strong, especially in some specific periods of the whole year, including a few weeks before returning to school (a few weeks before the beginning of September every year), before Christmas and Milan design week.

Baldelli also said: "during the weeks when the" Salone del Mobile "Milan furniture fair and the Milan Design Week" outreach "extended, the shopping malls increased rapidly, especially from overseas customers, especially in Arabia.

In fact, it was the Overseas Corps that decided the success and distribution of La Rinascente Piazza Duomo.

Cinzia Baldelli explains that customer groups determine the location of shopping malls: "Piazz Duomo shop children's wear brands are high-end positioning luxury brands, Roma Fiume shop is the main brand, La Rinascente other shopping malls children's clothing is based on parity brand."

There are many children's clothes on the 6 floor of Piazza Duomo store.

Brand names include Monnalisa, Il Gufo and MiMiSol.

There are also some brands of children's wear lines including luxury brands, including Gucci, Dolce&Gabbana, Fendi Kids and Stella McCartney Kids.

In addition, there are many multi brand display areas, showing some high-end and high-end brand children's clothing, including Armani Junior, Diesel Kid and Polo Ralph Lauren.

The presence of brands is not permanent. La Rinascente's choice of brands depends largely on the needs of customers, which are generally related to the number of tourists from specific countries.

Baldelli said: "those brands that no longer conform to the trend will be replaced. For example, Miss Bluemarine will be removed because of the decrease in the number of Russian tourists, and Dior Baby has also been withdrawn, because the brand occupies too little space in the mall before it can enjoy good sales performance as other luxury brands, and in view of the popularity of the brand, we have added Stella McCartney Kids."

There are also some new brands of nearly 100 children's wear brands in La Rinascente Piazza Duomo store.

Their emergence is mainly due to the success of these brands of adult clothing in recent years. These brands will empower some professional children's clothing manufacturers to develop, produce and sell their children's wear lines after obtaining certain achievements in the field of adult clothing.

Coincidentally, some of the more popular adult clothing brands are returning to the children's wear market, including Kenzo Kids, Msgm, N degrees 21 Kids and Aquazzura.

"The customers of La Rinascente Piazza Duomo store are half of the local people in Milan, while the other half are foreigners shopping for luxury goods.

Local brands like Polo Ralph Lauren and Il Gufo are the main brands, while foreigners prefer Monnalisa, Dolce&Gabbana and Gucci.

Moncler and Stella McCartney are popular among locals and foreigners.

MiMiSol is the largest demand brand for foreign customers.

Cinzia Baldelli added.

Coin: Children's clothing market aims at luxury brands.

In Italy, another major position of children's clothing brands in chain stores is Coin department store.

Coin has about 40 shopping malls in Italy, and there are more than 60 children's wear brands in different shopping malls.

At the same time, Coin has also worked with Disney Store (Disney store) to open Disney Store in its shopping malls.

Coin and Coin Excelsior, manager and director of clothing department Valerio Vegli, said: "baby oriented services are very valuable, because after the baby department is added, the range of products we provide to customers will be supplemented."

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Unlike La Rinascente, Coin customers are mainly local residents in Italy, so Italy's loyal customers are spending a lot on Coin, but this is changing.

"We are taking a series of measures to expand the scope of our customer base, especially in the past two years in some large cities where there are more foreigners and tourists, such as Florence, Rome, Milan, Catania and Bologna."

In addition, the Coin Venice store, which has been playing the main role in mid-range brands, has also begun to create some luxury children's wear brands.

"We now have some high-end brands similar to Petit Bateau, but our goal is to add some high-end brands.

Paul Smith Junior and Kenzo Kids have been added to this process, but we are also evaluating how to introduce other brands. "

Valerio Vegli said.

The upgrade of Coin was opened by 2 Coin Excelsior, located in Rome and Venice respectively.

In addition, Coin has also worked with Disney Store to open Disney Store in Milan's and Catania's Coin shopping malls to sell clothing, accessories and peripheral products.

In view of the remarkable effect of the two stores, Coin will add more Disney Store to more stores in 2018.

The same thing about Coin and La Rinascente is that they will focus their children's shoes on children's shoes before going back to school and before Christmas and so on, while clothing sales will be the focus before spring.

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