Is The Mode Of "Show To Buy" Worth The Imitation Of Other Sports Brands?

Show Now, BuyNow, or show buying, is a new fashion circle in the era of high speed information dissemination. The purpose is to enable consumers to buy products on the show immediately after the show.

Since the first appearance, many brands have chosen such a way to face the consumer, such as Burberry, Tommy Hilfiger, Ralph Lauren and so on.

Recently, another brand joined the camp of "show to buy", that is, China Lining.

In the first two days of the New York fashion week, with the end of the "walking" themed show, Lining quickly opened two Pop-up stores in New York, offering some of the products of the 19 autumn and winter series on the show.

Before entering today's theme of "show is to buy", we may as well take a look at what has happened in Pop-up.

Many fans came to New York for Pop-up.

The Pop-up was chosen by two well-known shoe stores in New York: Solestage and atmos. They invited veteran rap legend Rick Ross and magic boy rapper Fabolous to help, signing and taking pictures.

On the same day, New York also sporadic underground snow, still can not resist the enthusiasm of fans, the two stores have a lot of people outside the door.

If you think that Lining should be a Chinese, then I have to correct you. More than half of the people present are foreigners, and there are even hardcore fans who come from Miami and New Jersey.

With curiosity, I asked some of the queuing foreigners at the door Why Lining could attract them.

Many foreigners are concerned about Lining because of Dwayne Wade's accession in 2012. A fan told me: "as a star of the year, he didn't choose to go to Nike or Adidas. Instead, he went to Lining. It's a very different choice.

When Wade came out, I was still in high school. I felt handsome when I saw it, but I didn't have money to buy it at that time. Now I have a chance.

The Pop-up sold many shoes, and I saw it all the way. The most popular one was FURIOUS RIDERACE.

A fan who was waiting at the door said to me, "this pair of shoes looks very much in line with" Daddy's shoes' trend, but the soles are more comfortable than those brands, and the colors are excellent.

Fans also expressed their opinions on this show after Pop-up: "I think this is a good way, otherwise I wouldn't be standing here now. I could buy it just yesterday when I was just finishing up yesterday, and I think it's very good."

Although fans are happy about the way they can buy in advance, but we still have more problems to consider.

That is, the advantages and disadvantages brought by show buying.

First of all, we have to admit that "show is to buy" can bring huge benefits to the brand in a short time.

As the first brand to join the camp, the luxury luxury brand Rebecca Minkoff achieved a 211% increase in sales in the first quarter after the implementation of the "show buying strategy" strategy. The growth in the second quarter was as high as 264%. The Burberry of the traditional fashion house in the early 2017 rose by 19%, and the biggest hero was "show is buying."

We often say that impulse is one of the biggest driving forces of consumption.

The traditional walking show mode usually has to wait for nearly half a year to buy a single item on the show. Some people have lost their enthusiasm at that time.

But the way of "show is buying" can provide consumers with the opportunity to buy before this enthusiasm goes off, and seize the impulse to increase sales.

After Lining finished the show at No. 12, the information was spread on the Internet at high speed. The users would surely want to start with the first time. If they were allowed to withstand 6 months, and then sold again in August, how much do you need to invest to recall the users' memories and purchase enthusiasm?

Such as LV, Dior and other brands did not fully start the "show to buy" sales mode, but often in the middle of the pition between the show and the sale of the Pop-up, to stimulate consumer desire to sell.

Through this kind of small scale early sale, consumers can feel nervous about the sale of products and produce a "scarcity effect", which is more likely to stimulate consumption desire.

Compared with the traditional fashion houses, sports brands may need more "ready to buy" style. Li Gang, general manager of Lining fashion line, said in an interview: "sports brand operation week is different from fashion brand, sports brand is larger than the market scale, so consumers demand more, and the choice of this form can meet the needs of consumers to the greatest extent."

This time, Lining only sold some of the more basic products in the Pop-up, and did not sell the Brightest Design on the show for the first time.

This is also the key point for Burberry to rely on "show to buy", and Christopher Bailey, who is also a brand designer at that time, said that the driving style of sales increased with those commercial styles, not the show money.

Of course, not all ordinary items are suitable for sale in the form of "show buying". It is natural that those designs that are associated with the show can attract fans to buy.

At the same time, quarterly sales are likely to result in sales difficulties and backlog due to inaccurate prediction of consumption trends. This is a situation that every brand does not want to see.

And "show is to buy" can better avoid this situation.

In these respects, "show is to buy" can provide many advantages for the brand, but on the other hand, it will bring a lot of problems. Li Gang also acknowledges that "show is to buy" is a huge challenge for Lining.

First of all, if you want to connect with the show, you need to invest a lot of time, energy and cost.

Rebecca Minkoff first took part in the camp. In order to enable the new series to meet the consumers for the first time, the brand needs to be prepared three months in advance, from redesigning, scheduling, adjusting to the production line, and communicating with the marketers, completely subverting the way of operation before.

In such a pformation process, the biggest challenge is the designer, the preparation time for each quarter is greatly shortened, and the control of the supply chain is also more intense.

Another advantage of the traditional fashion sales mode is that designers can adjust sales strategies according to the response of the public and the media in the next few months after the show, with a focus on selling popular single products, reducing the volume of goods that are not worth a single item, so as to maximize profits.

And the "show is to buy" has lost the space for such adjustment. It even requires designers to anticipate the response of consumers in advance. The production of products is based on prediction, and there is a mentality of "fighting for one". The risk rate is greatly improved.

But this can also be called an advantage: with the data accumulated before the sale, we can adjust the volume to better cope with the subsequent sale.

At the same time, there is no clear data to show that "show is to buy" can really stimulate physical sales.

Although Burberry, Ralph Lauren and other brands gave positive opinions, they were vague and did not publish clear data.

Kate Spade has been successful after another season of "show buying", but has returned to the regular cycle sale in the next quarter. The reason for this is worth our consideration.

"Show to buy" is now divided into two extreme camps. On the other hand, there is no independent designer who is tied up with the wholesaler network. Due to the limited production scale, the pformation to the "show is bought" will not have a great impact on them. On the other hand, it is a large brand such as Lining, which has a stable capital chain and supply chain.

"This is a good attempt for us. We hope that through this experience, we can see how we can best do these things in the future.

If Lining is still taking part in the fashion show in fashion week, he will show it to you in this way of show.

Li Gang has a more positive view of "show is to buy", from the two days of early sale, the results are positive.

Although the fashion of "show to buy" is becoming less popular in the fashion industry, it will have a better marketing effect and a faster market responsiveness in the brand of sports life brands that are quite different from consumers.

From the perspective of consumers, it is good to buy the desired products for the first time, and whether the brand decides to implement such a strategy requires careful consideration from different angles.