7M National "Beauty Labs" Unveiled The First Comprehensive Upgrading Brand

7MODIFIER has been accelerating the process of creating "personalized core" women's clothing. (hereinafter referred to as "7M").

The overall atmosphere of the Millennium powder, the laboratory design of bottles and cans, the romantic dream dressing room, the costume matching of cherry blossoms theme...

In May 1st, it was not yet a month since the opening of the first DISCO tidal Pavilion in Shanghai. 7M also unveiled the "beauty laboratory" in Zhengzhou's port of Hedi. With the "wardrobe + fresh content" wardrobe culture, it created immersive fun experience space for customers and implemented the brand's all channel upgrading strategy.

The brand new image and experience also opened up a road of differentiation for 7M in the increasingly competitive women's clothing market.

Light occupation + scene + interactive experiment create more "beauty" possibility.

The arrival of the era of "entertainment economy" has led to the upgrading and pformation of new consumption patterns and scenes. It also makes the younger generation more willing to pay in the consumption scene that is suited to their current lifestyle or longing for life.

To this end, 7M women's clothing for the 95 generation and early entry into the workplace of the new generation of young people, to create a trend of leisure and light occupation two major product lines.

The lab is a theme pavilion dedicated to the younger generation.

Adhering to the concept of "seeking beauty, finding beauty and creating beauty", 7M creates beauty laboratory in the store atmosphere, product style, product display, sound effects, lighting, smell and so on, strongly embodies the meaning of "beauty", and creates a good interaction with customers through meticulous experience space.

In the field visit, we found that the 7M Laboratory of the United States made the Millennium powder the main color, with cement and metal elements, showing a simple beauty.

In particular, the fitting room has a clever blend of gorgeous lighting decoration, circular doorframe and high style coat hangers and chairs, as if it were a dream dressing room.

In terms of product display, it has broken away from the conventional mass merchandising mode, and has selected various series of costumes to extend orderly from outside to inside, and combined with products such as bags, accessories and fragrances to create a variety of life scenes.

Of course, creating a "beauty laboratory" is not only reflected in the beauty, but also in the interactive "experiment" created for customers.

The 7M BEAUTY LAB, located in the middle of the shop, is given bright colors, and equipped with "laboratory equipment", homemade cocktail, little Austin, water color index, etc., to attract customers to try it in person.

The rest area adjacent to the fitting room also provides the "experimental" space. Customers can also enjoy the afternoon tea time here.

According to the 7M brand side, in addition to existing manicure, fragrance and other items, as long as it is related to women, and related to the United States, will gradually introduce into the store, is currently planning to cooperate with the beauty makeup.

Brand upgrading will gradually expand to the four or five tier cities.

Focusing on scene and multi-dimensional interpretation of brand DNA is an important way to upgrade women's clothing brand.

Just like 7M brand name contains "7 days a week, change the meaning of modification", the lab is a breakthrough in 7M quality improvement.

The quality improvement not only refers to the change of product quality and beauty, but also stresses the theme of the story, pays attention to the fashion trend, and establishes relationship and interaction with customers.

Based on this, 7M will join hands with the new retail management institute to improve the shopping guide. We hope that the shopping guide will become a fashion consultant and provide customers with scenes.

Take the United States laboratory as an example, the shop not only displays collocation on clothing, accessories, and bags, but also invites the corresponding KOL to shoot through the video and broadcast in the store to provide reference for customers.

In addition to configuring the corresponding collocates, 7M builds a tidal Pavilion and a beauty lab based on multi-channel dimensions, which completely separate the original mix and match series, which is enough to reflect the brand's attention to the multi scene and easy collocation needs.

The winning business network understands from the brand side that 7M's current 1500+ outlets are mainly distributed in the one or two and three tier cities. Next, the brand will be open to join and pool mode, and will gradually sink to the four or five tier cities.

Under the current interactive mode, "the same brand around a variety of channels, to provide consumers with online and offline services" has become a trend, that is, from the simple retail, gradually pition to channel integration of immersive consumption experience process.

This is a major feature of 7M's differentiated operation, and its immersive consumption experience will provide a way to upgrade domestic dress.