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).

La Rinascente, Cinzia Baldelli manager of warehouse management in Lombardia, said in an interview with Pambianco Magazine:

The children's clothing department occupies an area of about 1000 square meters, occupying the entire 6 floor of the shopping mall with the underwear department.

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 store"

Mostly 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 luxury brands that focus on children's clothing on the 6 floor of Piazza Duomo store, including Monnalisa, Il Gufo and MiMiSol.

There are also some.

Brand's children's wear line brands include 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 have good sales performance with 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 authorize some professional children's clothing manufacturers to carry out their brand performance in the field of adult clothing.

Line development, production and sales.

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.

More attention should be paid to the world clothing shoes and hats net.