Today'S Brands Do Not Sell Well, But Prefer "Stall"?

I don't know if you have experienced the experience of going to bazaars when you were young. We call it "catching up" directly in our hometown.

The specific date is not clear, in short, every day on the special day of the lunar calendar, the elderly at home will take our children to the streets to bustle.

The market is full of stall vendors. Every booth can be said to be "sparrows, though small, but full of five organs."

The scene is always crowded, or even noisy.

But whether you want to buy fruits and vegetables, cooked food snacks, clothing shoes or even household hardware, you can find them at the stalls here.

But this is a long time ago life experience. With the improvement of people's living standard, let's not talk about the stalls, even supermarkets have been everywhere.

Moreover, the younger generation is now living in the Internet age. The habit of consuming online is very few, let alone shopping Old School.

But a little news about 4PK recently brought back memories of my childhood.

This is the case. 4PK, a creative team who is good at KUSO, is familiar with it. In the past few years, they have launched a Pop-Up in Hongkong. Besides selling their own products, they have also launched a product with 1/1 LeatherWorkshop, The Paintful s Law, bean sprout aquaculture, and die rather than give up.

It sounds very conventional Pop-Up, right? But the point is that 4PK has chosen the venue in "women's street".

"Women's street" is actually the Tong Cai street in Mong Kok. As a famous scenic spot in Hongkong, the traditional stalls management mode is still in use until now. The main selling items are "cheap and fine", which is simply a fake brand name.

Well, it's very similar to the fairs that we used to visit when we were young.

And 4PK's Pop-Up here also mimics the atmosphere of various stalls. It's like selling fake products.

As for why we want to set up a stall in "women Street", MC Renhe and Chai Chai said that they wanted to see foreigners coming to the place where women's streets are rich in fake goods.

At the same time, it reminds us of the various "stall" operations of the former brands such as CLOT and VETEMENTS, which suddenly make people realize that the stalls or bazaars that once linked to "rustic" and "Low" are now becoming a new way of selling.

If you don't believe it, look at the following examples.

When CLOT put the stalls in the fashion capital of Paris

Similar to 4PK, as early as last year, the 2019 spring summer series preview of "women Street" on CLOT will be moved to Paris.

The simple shops built with nylon materials of red, white and blue bags will be ignored when you see them on the street. But when it appears in the fashion capital of Paris, it is unexpectedly special.

On the doorway, signs with "condensing securities", "condensing hall" and "condensing family" are hung on the door to fully restore the urban customs of the old Hongkong bazaar.

There are even "night market" stalls in the store, offering all kinds of snacks in Hongkong.

But in the "stalls" that appear to be shabby to a bit chill, there are all kinds of products of CLOT 2019 spring summer series, such as silk dresses, stickers, Japanese style robes and so on, all of which you like.

They even put together CLOT and READYMADE's joint bags and jackets, and a series of collaboration with graffiti artist Pauly Bonomelli.

It is also attracting A$AP Rocky, Jerry Lorenzo and KAWS to come to punch in front of this stall.

We all know that Edison Chan has been committed to showing the Chinese traditional culture to the whole world. If 4PK's "stall" in Hongkong is just a show of local manufacturing, then CLOT's operation will really cross the door and let the foreign people feel a wave of Hong Kong style.

A fake shop even sold its genuine DIESEL in a store with its brand name misspelled.

Of course, the tradition of selling goods in a similar market is not just in China, but also in foreign countries.

Before, Italy fashion brand DIESEL opened a store that was fake from its name, display and products.

At the time of the fashion week in New York, a shop called "DEISEL" was quietly opened on the corner of New York Canal Street.

Just from the name, I believe everyone will think that this is a Shanzhai store. After all, it is "IE" or "EI".

What's more, this "DEISEL" street is famous for selling fake, and there are similar counterfeit shops around.

Take a look at the layout of the shop. The small space is full of cheap plastic plastic hangers. Clothes are thrown into the box at random and placed on the floor. All kinds of coloured labels are written in a messy handwriting, "promotion" and "buy 2 to send 1". The whole layout is very much like those of the fraudulent tourists.

The point is that all the printed, tagging, and leather cards of every single product are printed with spelling mistake "DEISEL", which is like saying loudly to the world: Yes, I am an imitation of DIESEL.

However, this is actually the official Pop-UpStore set up by DIESEL.

And the brand is also very "chicken thief" in the store installed a camera, a complete record of every consumer patronizing the situation.

Of course, customers can't imagine that this can be a real store, and some people even rectify DIESEL's writing directly with the clerk. After all, the high-end brand should stay in the place like Fifth Avenue or Madison.

The only difference between the single product sold in the shop and the genuine DIESEL product is the label. DIESEL also specializes in selling the special products at the price of counterfeit goods, such as the T-shirts only sell 20, the hoodies are 60 dollars, and so on.

Although they feel very fake, there are still customers willing to pay.

In the end, these seemingly stupid people became real lucky ones, because when DIESEL made the sale of the shop in fact, the price of "DEISEL" on eBay was directly converted to $500.

Renzo Rosso, founder of DIESEL afterwards, said: "now that counterfeit products are rampant around the world, it is no secret that counterfeit products can really reduce brand value. Why not use it to promote the development of brands? At the same time, we hope to inspire people not only to accept the lack of life, but also to be proud to wear imperfect things and turn them into positive traits."

There is no doubt that this is a very successful marketing made by DIESEL, especially when people feel that DIESEL has become "old-fashioned". This gimmick can really help brands attract younger generation of consumers.

On the site you have neglected, there may be double Union x Air Jordan I.

Another guy who played the tricks of the stall is Union, which has been introduced to you more than once.

Union x Air JordanI, which is not too hot, will be bought by people who sell it in a regular way.

But Union and Jordan Brand did not play the game according to the principle of common sense. They made a stall before the official sale, and chose the venue specially in the flea market near the Rose Bowl Stadium.

How can such ordinary people think that there will be "ruthless goods"? However, the hot Union x Air Jordan I has been put on the stalls and sold at a price of only 80 dollars.

Even if it feels good, Air Jordan I, which sells for only 80 dollars, is a bit of a "doubting life".

Besides the double Union x AirJordan I, there are some retro Nike, Jordan single products on the stalls.

The brand even found Sean Wotherspoon and Emily Oberg to perform, and did not know how regretful the customers who missed the shoes knew the truth.

However, compared with DIESEL's direct packaging of fake products from head to toe, Union's routine is also "humanized".

Whether you can pick up cheap goods or not, rely mainly on your vision and courage, and of course you have a high degree of awareness and confidence in the brand. Like those who know they are fake, they are still willing to buy, and eventually they know that they have bought "treasure", which is purely luck.

But even though it's all routine, looking back at it, finding out "baby" in a bunch of unattractive things is not one of the pleasures that stalls originally had.

In order to restore the local characteristics, VETEMENTS has also set up a stall.

In addition to the above, the use of stalls to attract eyeballs, and once the limelight no two of VETEMENTS.

Everyone should remember that in the early 17 years, VETEMENTS had only one day's Pop-Up Store at the Eic cruise terminal in Hongkong, and also found several DHL trucks as shops, and even the part-time employees of DHL sold them on the spot.

Although it is Pop-Up Store, the style of single photo only reminds people of the stalls hawker like "women Street" and "Temple Street".

All kinds of handwritten price tags have been affixed to the freight cars, such as "buying early," "buried Li picking", and "well arrived", which are similar to those of CLOT and 4PK.

The red and blue plastic bags used in other houses are made into shopping bags here. There are also some popular hand manners such as fridge stickers, mugs, Keychains and so on, which are also printed on the brand name of VETEMENTS.

At that time, the yellow coats of VETEMENTS and DHL were jointly sold, the T-shirts that were cooperated with Umbro, and the joint hat hookets of Tommy Hilfiger and other Hongkong limited, and other unexpected products like decorative plates on the fireplace.

In order to successfully sell the goods at the wharf, VETEMENTS even customized private car drop off and taxi drop guide cards, which of course attracted the attention of a group of Hongkong people.

In short, in order to restore Hongkong's characteristics, this Pop-Up is pretty much in place.

If it were not for the fact that the number on the price tag was too "realistic", the unsuspecting person would really think he had strayed into the weekend market.

In fact, stall has never been new.

In the days when material was scarce, it carried trade and even social and human feelings behind it.

Until now, almost everything is missing, and everything around us has become so fast. It is difficult for us to keep excited and concerned about all kinds of things including fashion.

At this time, the form of stall is again picked up by the brand, creating new excitement and surprise, and again poking the mind and feelings of consumers.

This feeling is like childhood indulgence in playing yo yo or racing car. As you grow older and mature, this childish toy is also sealed.

But when you suddenly pick up something one day, you will still be awakened instantly, like the childhood memories, and perhaps the excitement of learning a certain style.

In the final analysis, stall is a new way of retailing that combines marketing means. The ultimate goal is to sell goods.

But as long as this "routine" can help modern people to get out of the room more often, and experience the real shopping and communication environment under the line, though it is old-fashioned, is it not very good?