New Retail Campaign Between Fast Fashion Brands: New Ideas And New Moves?

Known as fast, ruthless and accurate. Fast fashion What new ideas and actions do brands have in the new retail industry?

　　 New retail campaign

From the new movements of Zara, H&M and Uniqlo, the three fast fashion giants in the new retail business, we can easily find that the new flagship store concept stores of fast fashion brands all emphasize digital hi tech. Apart from the large area, homogeneous products and new equipment, the service can also be refined in order to enhance the shopping experience of consumers.

　 Zara

In terms of speed and innovation, Zara can always be a leader in the front. Since July 2016, Inditex's brand has achieved Inwallet mobile payment in all stores in Spain. At the same time, the group is also exploring innovative services such as interactive dressing rooms, self service checkout areas and so on in some stores in Spain, Germany and the United States. This year, Zara moves more frequently on new retailers.

In February of this year, Parent company Inditex An intelligent operation system has been developed, which provides acoustic technology to track passenger flow and provide virtual assistants for consumers. Consumers can switch to the store mode by mobile phone App, and quickly find the desired product information. In April, Zara launched the Zara AR mobile terminal application in 120 flagship stores around the world, enabling consumers to see the effects of virtual models in real time through mobile phones, and to guide consumers to share these interesting experiences in social media. In May, Zara upgraded to its flagship store in London.

This shop is famous in London. Westfield Stratford City The shopping center has an area of 4500 square meters. The new store shows the business model of Zara's new retail concept, including smart try glasses, self checkout, online shopping orders, self help picking, and other pioneering technologies. In addition to traditional manual cash registers, new devices for mobile payment and credit card self checkout are added in the store. Meanwhile, iPad is supported by shoppers to provide shopping advice, online ordering and payment for customers.

The RFID (RFID) system's interactive landing fitting mirror helps customers see the actual try effect and provides shopping recommendation. In the newly established pickup area, online shoppers can pick up goods through order barcodes, and the whole process is fully automated by handling mechanical arms with 2400 packages at the same time.

At the same time, Zara will launch the direct mail system in 2000 stores around the world by the end of the year, specifically for online order services. This way of delivery, in addition to enhancing the flexibility of brand scheduling inventory, can also make Zara, like Amazon, Asos, Zalando, as fashion providers, allowing consumers to get products faster and enhance their shopping experience.

H&M

For H&M, a fast fashion giant group in transition, despite the slow pace of opening up in recent years, H&M has intensified its efforts to open up new retail battlefields, store digitalization and shop optimization.

At the beginning of June, H&M Home launched a App called H&M Home Stylist. This application will give different suggestions according to the different housing types, and guide consumers to decorate household products with voice.

Recently, H&M has renovated the flagship store in Paris, with a total store of about 4600 square meters and a total of six floors, of which the children's clothing occupies two floors. At the top of the store, H&M provides customers with intimate services such as clothing repair, custom embroidery and clothing washing. In order to cooperate with this service, H&M also introduces a series of clothing protection and cleaning supplies, sewing tool sets and personalized paste patches designed for H&M brand clothing.

Paris flagship store is obviously a microcosm of H&M's optimization of stores and the implementation of the new retail strategy. The group plans to set up RFID technology in 1800 stores this year, and automatically count the type, quantity and consumption of products. At the same time, it will consider using big data analysis to change the global distribution of goods and create more distinctive shops according to the preferences of consumers in different regions and the share of different categories of shelves.

In addition to implementing online and offline store integration, strengthening and optimizing store portfolio strategy, H&M group said it will continue to conquer India and other places in 2018. Online market The ultimate goal is to provide H&M services in all stores and wider markets. It is estimated that online sales will increase by at least 25% annually in 2030, and will surpass the entity business in the future.

　 Uniqlo

Since 2017, XXX launched the "Ming plan" to try to realize the new product mode of Made for You, build the global customer digital information platform by AI, and change the business mode of Uniqlo with digital technology, and transform it into a real digital consumer retail companies. Research and development of new technologies is undoubtedly a move for Uniqlo to accelerate the transition from clothing companies to "new digital consumer retail enterprises". Since the beginning of this year, Uniqlo has significantly increased its efforts in new retail businesses, and more new tricks have been introduced.

In March of this year, the Uniqlo store with an area of about 2600 square meters was unveiled in Vientiane, Shenzhen. This also marks the opening of the Uniqlo concept of "the new digital experience Hall of vitality and vitality" in China. The new store launched the digital experience hall and U Space open interactive space, allowing consumers to seamlessly and easily experience LifeWear lifestyle online and offline. Clothes & Accessories Scene.

In addition to opening digital experience in physical stores and implementing routine practices such as intelligent buyers, Uniqlo parent group has announced that it will start production and retail transformation based on artificial intelligence AI to predict production needs and analyze customer behavior. In this year, Uniqlo will formally introduce the mechanism to predict the quantity of goods needed through AI's analysis of weather and fashion trends.

At the same time, Uniqlo is also actively engaged in the intelligent chatting robot boom. Uniqlo IQ, a digital server driven by machine learning technology, will be launched in Japan, which is based on large retailers. Clothes & Accessories Materials to provide personalized clothing style recommendation for consumers.

Uniqlo IQ will build mobile phone APP in Uniqlo, transform product ranking according to personal preferences, different occasions, and even daily constellation potential, and provide users with inventory information of the nearest Uniqlo store to help consumers better finish online purchase. In addition to intelligent Chatbots, Uniqlo also set up vending machines at various locations such as SanFrancico Airport, mainly selling basic clothing that can be folded in portable bags, such as warmth. Bottoming shirt And portable jackets.