Digitalization, Flagship Store, Flash Shop... 2018 Review Of International Fashion Brands

2018 has not gone far. In the past year, the international fashion brand has left many memories to the public.

This year, the luxury market grew by 5%, and the global total is estimated to be 1 trillion and 200 billion euros. This year, such as YSL, TOM FORD and other high-end high-end cosmetics, all of them have built up a flash shop and an independent boutique. This year, ZARA, H&M, GAP and other fast fashion are struggling and changing in the "cold winter". This year, Chinese enterprises frequently buy diversified development of international brands.

The winning network has sorted out several key words of international fashion brands in the past year.

Keywords: Tmall, small program, electricity supplier

Global fashion groups are paying close attention to online channels such as Tmall, Jingdong and small programs.

Data show that in 2018, a total of 35 luxury brands opened shop in Tmall, and incorporated into Tmall luxury luxury platform Luxury Pavilion.

Jingdong's online luxury flagship store platform is also working hard. Since its launch in October 2017, it has attracted more than 80 top luxury brands.

At the same time, more and more brands have realized the importance of WeChat ecology. They have successfully entered 1 billion users' vision by using small programs, and ushered in tens of millions of traffic for themselves.

Key words: marketing, cross-border joint name and jitter

The cross-border joint name of fashion has become the trend.

According to the analysis of the industry, cross boundary joint cooperation has made the two brands which are irrelevant to each other penetrate and merge with each other. The contrast brought by different elements has brought strong visual impact to the brand, and also conveyed the trend of the brand.

In terms of marketing methods, in addition to cross-border joint names, the vibrant voice of a large number of young consumer groups is also favored by businesses, and there are even many luxuries.

In 2018, LV threw a Christmas themed ad on the jitter. Dior, CHANEL, and MontBlanc all had marketing campaigns on the shaking platform.

Key words: close shop, retreat, performance pressure

2018 is a cold winter for fast fashion brands. In the pition period, it has not found the right location, so it has been defeated in the fierce competition.

ZARA, H&M, GAP performance declined or slowed down, the situation is not optimistic.

New Look and Topshop have withdrawn from the Chinese market.

In other countries, the situation may not be optimistic.

In September last year, ZARA closed its first store in New York.

Forever21 closed 3 French stores in early November last year, leaving only the flagship store in Paris.

How much joy and sorrow.

Compared with ZARA, H&M and GAP, UNIQLO is still expanding in the Chinese market.

Last December 27th -30, UNIQLO opened 4 new stores, which was another large-scale expansion after the 9 stores opened.

It is reported that UNIQLO will open at least 300 in the next two years to complete its 2020 plan.

In addition, Yamamoto Naomiyuki, managing director of Muji China, told reporters that Muji will open at least two "world flagship stores" covering more than 3000 square meters in China in 2019.

Key words: replace LOGO

In 2018, the international brand changed the LOGO boom.

Including Burberry, CELINE, Dior and so on began to use the brand new LOGO.

Insiders say that, in order to bring fresh blood to the market, they want to compete for consumers' attention to a certain extent, and emphasize the fashion and emotional value of the brand. It also makes people realize that Logo is becoming important.

Keywords: acquisition and merger

According to fashion headline statistics, in 2018, there were 100 investment and buyout pactions in the global fashion industry, 3 times the previous year, with an average of 8 acquisitions per month.

Among them, Chinese enterprises frequently went to sea to buy and buy, which impressed the market.

According to the insiders, traditional garment enterprises can help multi brand strategy and diversify development by acquiring M & A and expanding overseas stores.

Cooperation and acquisitions with foreign brands are laying the groundwork for domestic clothing brands to go to sea.

The winning network collated some major international fashion brand acquisitions in 2018:

Key words: flagship stores, flash shops, boutiques

For fashion brands, traditional stores can no longer meet the needs of young consumers nowadays, so creating flash stores and flagship stores and constantly adding fresh elements to stores can attract consumers.

"The flagship store in the landmarks department stores and shopping centers is of strategic significance to the brand," Ding Yun, director of the research center of the retail business research center and an expert of the China Department Store Association, said in an interview.

Such shops will become the center for the dissemination of brand awareness, the community research center and the training center for core business talents. "

In 2018, TOM FORD, Givenchy, Dior, Nike, Adidas, YSL and other international fashion brands opened flagship stores or Flash shops.

Dior Dior fragrance family Shenzhen debut in Hai Ya colorful city

In September this year, the first Dior shop in Shenzhen Dior appeared in the colorful city of Hai Ya.

In addition to having a full range of Dior make-up products, it has also designed the Dior fragrance family area, the first Dior boutique shop in Shenzhen.

Nike's first concept flagship store opens in Shanghai 001

In October 4th, Nike's first Nike Shanghai 001, which was based on the concept of House of Innovation, was officially opened. The cross category flagship store has four floors, with a floor area of 3822 square meters, located in the shopping area of Nanjing East Road, Shanghai.

One floor is equipped with Nike home, the first floor is the core midfield, and the three floor is equipped with a shoe runway.

According to the personalized needs of consumers, Nike Shanghai 001 designed a shopping experience and special product display area for men, women and children, and footwear enthusiasts, and provided exclusive exclusive service space for NikePlus members.

Adidas Asia Pacific's largest brand center opens in Shanghai

In October 29th, the NJE800 brand center of Nanjing East Road, Shanghai's largest brand center in the Asia Pacific region, officially settled in the first department store business center. The location of the store is opposite to the Nike 001 just opened just now.

It is understood that the newly opened brand center, spanning 3 floors and covering an area of 3703 square meters, has followed and further upgraded the popular concept of "stadium", which is used by Adidas's brand centers in New York's Fifth Avenue and Sanlitun, Beijing, integrating retail stores with sports experience and fashion trends.

TOM FORD opens its first independent beauty boutique in Shanghai.

In November 2018, TOM FORD, the high-end beauty brand, opened its first independent beauty boutique in Shanghai Xintiandi.

This boutique is the largest store in TOM FORD Asia. It also provides private customized services to consumers. The products in the store include a wide variety of lipsticks, especially the BOYS & GIRLS series, which has been burning for a long time in the circle of friends; 30 classic fragrances, and the new FABULOUS FABULOUS series, which is currently under discussion, is also equipped with the magic test strips in Asia.

In addition, the make-up area also has make-up products such as foundation and eye shadow.

Givenchy beauty makeup world's first boutique opens in Nanjing

In December 12th, the world's first boutique shop in the world's first boutique shop opened its first floor. It set up three high definition zones, including high definition make-up, exquisite skin care and charming fragrance. It also created the innovative taste area of Givenchy logo. Consumers can go to the store to experience and feel the new service.

YSL in Shanghai to create beauty makeup Hotel

In December 13th, the luxury beauty brand YSL Saint Laurent (hereinafter referred to as YSL) was opened at the #YSLBEAUTYHOTEL# flash hotel in Shanghai. The flash hotel was inspired by the new products launched by YSL Saint Laurent in the first quarter of 2019, including the new YSL slim tube, matte lipstick, YSL Tibetan gold and luxury skin care series and YSL constant face and no time makeup series.

These products are displayed on different theme rooms with brands and other star products, and there are professional makeup teams to provide consumers with experience at the scene.

Conclusion:

In 2018, the international fashion brand showed many new concepts and new ways for the industry.

In 2019, "opportunities and challenges" coexist.

In the face of a rapidly changing business market, brands and enterprises need to keep pace with the times and see the industry at the same time.

More and more consumers are more inclined to buy online. Many brands are fully infiltrating into e-commerce, online digitization, and the loss of physical stores, forcing brands to integrate their stores.

Therefore, the role of offline stores will inevitably change: no longer just a simple sales point, but to create more links with consumers.