Modern Citizen Insists On The Current Strategy: San Francisco Has Opened Its First Independent Brand Store.

"White-collar work, university education, care about what to wear every day, hoping to avoid wearing clothes all the time." Modern Citizen founder Jessica Lee will be targeting women with its own brand in the same way as women in their own situation, and in her view, the only choice in the budget for this group of people is Zara. "Zara is a giant enterprise. Its style is too large, and its target population is also very wide. There are still a small number of customers who still have minority needs, hoping to find their own special brands.

And many customers also want to buy products that are not so outdated.

Jessica's discussion is based on her many years of observation on Zara, other fashion and lifestyle brands, and the whole market.

In 2014, when she formally founded Modern Citizen, she worked for 6 years in the US fashion brand Gap.

During this period, her main job is to study the industry, competitors' strategies and changes in consumer preferences, so as to provide strategic adjustment and business expansion proposals for the company.

"A lot of brand shops are actually aging because they are aging. They provide opportunities for new brands to occupy the hearts of users," Jessica said. "Revolution has taken place in the whole industry, especially when digital brands enter the market, just like if I stopped buying Gap, I would go.

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But now it must be a full channel, online shop is very necessary, but there must be someone's service experience for people.

In addition to the operation of online stores, Jessica uses its friends network to carry out offline trial sale, providing "human to human services".

Because she was in Silicon Valley, she thought she would open the staff test sale through the local technology company.

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The employees of these companies are in line with Jessica's expectations, both in terms of aesthetics, self positioning and consumption level.

Facebook, Google and shared travel application Lyft are the first companies discussed by Jessica.

Until now, Sephora, DDT accounting firm and other non technology enterprises have also become the venues for trial sale of Modern Citizen.

At present, Modern Citizen has opened its first independent brand store in San Francisco.

However, in the capital intensive Silicon Valley area, Modern Citizen did not carry out any financing plan.

Jessica hopes to have more time to think about the direction of the brand, rather than be pushed by the capital to do the "bigger" business.

At the same time, Modern Citizen did not hire PR personnel or cooperate with outsourcing public relations companies.

Overall, she hopes to maintain her sense of "minority" for the time being.

Of course, this is probably what brand customers want.

Not long ago, Bonobos, a popular menswear brand popular in the Internet, was in trouble in the process of "growing from small to large".

The brand was bought by the fashion giant Amazon, which was supported by funds and channels.

This is a good thing, but did not expect that the loyal customers of the brand could not accept their favorite niche brand to become a more public existence, so they boycotted it.

Before, another

It's also because Amazon's acquisition has the same problem.

From this perspective, Modern Citizen's insistent current strategy may be a better choice for development.

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