Composite Brands Are Even More Popular? Even BELLE'S Initial Revenue Has Reached 1 Billion Yuan.

Initial, a fashion brand that sells ice cream and restaurants, creates a differentiated base. market 。

With the increasing sense of consumer demand for brand composite demand, the trend of composite consumption is becoming more and more obvious. The proportion of new cross-border composite stores in shopping centers is also increasing.

Many brands have begun to expand more diversified formats from a single format, increasing experience and spreading brand culture. Fashion brand initial is also evolving from fashion to the pursuit of the most diversified taste of life, laying an important foundation for becoming a composite brand.

105 stores nationwide, with an annual income of 1 billion yuan.

It is reported that BELLE group has recently entered into the fashion brand initial, and has not disclosed the specific spanaction amount and share proportion. BELLE group suddenly pulled out of the market in July last year, creating the highest privatization record in domestic history. It was purchased by consortium of HK $53 billion 100 million, led by Gao Ling group, CDH investment and BELLE international executive director.

Initial was founded in Hongkong in 2000, and now has 105 stores. Its annual revenue has reached 1 billion yuan. Initial has entered the shopping centers of popular shopping centers in Guangzhou, such as Tai Koo Hui, Guangzhou Tian Huan square, Shanghai Jingan Kerry Center, Chengdu Ocean Pacific, Pacific Blue Harbor and Shenzhen COCOPARK. Among them, 9 image stores are located in Hongkong, Shanghai, Shanghai, Shanghai and Shanghai.

Initial each store is designed with a comfortable and simple retro style. It has a high degree of recognition. Retro display, French music, peach flavor, unique tailoring and personalized lining services enable customers to develop an unusual experience from vision, hearing, smell, taste and touch.

The concept of composite fashion covers many formats.

Initial though Latest fashion The main idea is to design, but always carry out the concept of composite fashion. Its brand concept is "not only enter the wardrobe of customers, but also go deep into all aspects of life, seeking the ultimate taste of fashion and taste life".

As a brand that emphasizes the concept of composite fashion, initial covers a variety of formats: Women's wear, men's wear, accessories, Life attitude (life attitude), catering, initial Atelier (interior design company).

Clothing series: Men's wear, women's wear and accessories

Initial's clothing includes different elements. Women's wear The series is based on ancient elements, and the men's wear series is based on Military Classics and injected into the gentleman style suit. The design concept starts from the original life, and pursues the tailoring style of the ultimate taste. It is suitable for the needs of different scenes. Products will have unusual design and experience from every detail, cloth and tailoring.

Initial Atelier interior design company

Initial Atelier studio, located in Tokyo, is an interior design company. It is responsible for planning space modeling and design elements, bringing new space aesthetics into interior design, and selling ancient industrial products with rich industrial flavor.

Life attitude attitude towards life

Initial Life Attitude brings together brand products from all over the world. The selection criteria are based on high practicality, superiority and connotation, and initial's unique DNA to share initial's attitude towards life.

The brands currently covered include the Royal Palace designated candles brand Cire Trudon, Japanese tableware brand Aoyoshi, designer. Shoe shoe Brand Hender Scheme, Portuguese tableware brand Cutipol, Japanese home grocery brand Puebco and so on.

Catering items: initial cafe, ice cream house, organic fruit juice shop

Following the initial Caf E in Hongkong, the ice cream house in initial, and the initial juice organic juice store, initial has been making innovations and attempts in catering.

At present, there are three ice cream houses in initial, located at Raffles store in Shanghai, Zhonghua store in Xiamen and Tian Jie street in Chongqing North City. From the leather, tears, masculinity, femininity and so on, the taste and emotion are limited, bringing the impact of vision and taste on the public.

There are two organic fruit juice stores located in Shanghai Zhongsheng world mall and Raffles Plaza in Shanghai. The concept of "laboratory" is used to integrate fashion and juice elements. Catering industry has become an important milestone in the expansion of initial in the mainland.

Cross border cooperation with art, music, catering, etc.

1.initial x Vanilla

At the end of last year, the initial x vanilla restaurant opened in the Bund, Shanghai. The main restaurant was Thai creative Western food, and Thailand national treasure chef Noom served as the chef. The cross border cooperation between delicious food and fashion brings consumers a "feast of art" with taste and vision.

The restaurant has completed the design, display and plate design of the dining room from initial, and has injected Japanese wabi-sabi and Nordic minimalism into the modern Asian aesthetic style. It has moved 5 different themes of glass installation art, paintings and antique furniture and decorations into the restaurant.

Initial hopes to create an art and creative community through "a dinner party" and "a table", and the restaurant will be a catalyst for gathering the humanities, food, art and fashion community.

2.initial x Art Central

Initial Fashion has been one of the partners of Art Central for two consecutive years. The Art Central Center Art Fair is an artistic event held in Hongkong every year during the art month. It has not only a strong lineup of exhibitors, but also a collection of art installations, behavioral arts, art lectures, various partner programs, wine and delicious food feast.

This year, Nick Vertand, a contemporary artist in Holland, has customized the "ESPER" 4D sound effects device for initial, combining the auditory, visual and olfactory experience to create a different three-dimensional space, leading the audience to another perception dimension, bringing "unusual experience".

3.initial X Clockenflap

In November 2017, when Hongkong's largest outdoor music festival Clockenflap entered 10th anniversary, initial joined hands with Clockenflap to create an "unusual" experience space for hearing, taste, touch and vision at the central coast, aiming to create an unprecedented "sensory Music Festival" for fans to bring fashion, art and music to the sensory feast.

Visually, the whole booth is designed to create a journey of fantasy, using the traditional design concept of "harmony type" to create a sense of mystery.

On the tactile sense, initial invited the DWS body ink flow creation unit to create a flow of unusual experience for the scene fans to draw clouds and ink flow.

On the palate, there is also the initial signboard ice cream house, which sells three newly developed ice cream flavors: blue dye ice cream (Butterfly bean flavor), leather ice cream (rice tea flavor) and cotton ice cream (cake flavor).

* summary *

Besides fashion, life and diet are also the two elements that reflect the taste of life. Just like initial's brand, the most important thing is to tell a lifestyle and value concept as the core, try to innovate the formats and mix up, reconstruct the retail space, and create a differentiation base. market 。