Discard The Traditional Selling Thinking, Which Is The Correct Way To Open Fashion Brands Nowadays!

Consumers' perception of clothing brands is more perceptual than rational. Therefore, the key to building a clothing brand is to make full use of various means of communication to create brand image, give the brand an idea, a spirit, a way of life, and give consumers a "brand trust".

From last year to now, many clothing brands have chosen different ways to show their brand image and tonality in three dimensions.

Highlight brand tonality

Initial Gentleman opens a Theme Store

As a brand that emphasizes the concept of composite fashion, to give consumers a deeper impression, initial's format not only covers women's wear, men's wear and accessories, but also shows the attitude of life and interior design company initial Atelier. In addition, the brand constantly creates surprises by opening restaurants, selling ice cream, and setting fruit juice bar, so as to truly integrate into the life of precise target customers.

With the continuous heat of retro fashion, there are many brands with "Vintage" as the selling point, while the eye-catching clothing brand, initial, must occupy a seat.

The brand's menswear line "initial Gentleman" pays tribute to the prevailing trend of fashion in 90s in terms of design style. It integrates four elements: tooling, military, gentry, subculture and so on. It can be described as a mature Chinese Vintage Gentleman style.

Not only that, initial Gentleman also opened a black plastic Theme Store in Shimao, Shanghai. In addition to "Saxophone of Japan," Watanabe Zheno, King Sunny Ade and other 70, 80s's CD and background music, you can also find many good taste here.

Clothing, plants, furniture, handicrafts, fashion accessories and daily necessities displayed and sold in the shop are also carefully selected. They are full of their Vintage lifestyle. The initial Vintage Corner behind the music equipment shows the ancient pieces that the buyers have carefully collected from all over the world.

And the space of initial Gentleman also always achieves harmony in difference. The cash register is a cylinder plus a concrete wall, which is as smooth and brand new as the roof and the ground, and the display frames and boards interspersed are mostly incomplete and faded -- the philosophy followed by the continuation of costume design.

Leading consumerism with joint names

UNIQLO launches cooperation with kaws

In June 3rd, the "KAWS:SUMMER" series of Japanese fashion brands, UNIQLO, and KAWS, a contemporary American artist, were officially launched, triggering a series of consumers queuing up early to shop and snapping up. The products with the highest price of only 99 yuan were all snapped up in 3 seconds in some shops.

As of June 4, 2019, the UNIQLO x KAWS cooperation fund, which had been robbed of the official Taobao shop on the line, had a monthly sales volume of more than 30 thousand. Now the price has been doubled or even higher on idle fish.

With 90, 95 and 00 becoming the mainstay of mass entertainment and consumption, tidal culture has gradually become a mainstream culture from subculture. KAWS, with its imagination and street art, has won the favor of young people with its artistic style of cross genre, cross culture and embracing subculture, and has become an influential trend culture.

Under the craze of nationwide craze, relying on the increasingly popular culture behind KAWS and the hunger marketing of "last joint name", UNIQLO's joint venture went smoothly to the peak, not only the sales volume of shops was soaring, but also the influence and recognition of fast fashion brands in China.

When the fast fashion brand is in a weak position, UNIQLO successfully leads the consumerism in the form of joint, cross boundary and limited form because of the success of the whole KAWS IP. In addition, the scarcity and uniqueness created by the joint civilian price has aroused people's strong desire for personalized clothing.

The clothing store is no longer a fitting room.

Coffee shop, hair salon and other areas are opened up in the shop.

Under the impact of online shopping craze, perhaps in order not to become a fitting room, the clothing entity sales terminal will extend its reach to more fields.

As early as 2014, UNIQLO set aside a special area for Starbucks to enter New York in a flagship store. In order to make the shopping environment more casual and relaxed, UNIQLO stores sofa, tables, chairs and a iPad station for customers to use.

The Ralph Lauren group's clothing brand, Club Monaco, was also unmoved to move the famous cafe Toby's Estate and The Strand Bookstore into its flagship store. The famous British luxury brand Burberry opened a coffee shop in London's flagship store, providing coffee and all kinds of British food.

Of course, clothing brand cross-border services are not limited to coffee. The American fast fashion brand Gap sells magazines and books provided by third parties in the flagship store. In the UK, the fast fashion brand Topshop is located in the flagship store of Oxford street in London, and there is also a salon and Tattoo Salon.

At home, Gloria has begun to try to diversify its development. Some of its brand shops not only sell clothes, but also provide flower, coffee, reading and creative products. Guangzhou Gloria 225 concept store is the best among them.

Test water open Hotel

Pass the brand image to customers through "Hotel".

In recent years, there are quite a lot of clothing brands across the border. Earlier, the CEO brand observation introduced the Hotel Ko e, Ta set shopping and dining experience in one. When the hotel opened, it became the latest gathering place for Tokyo Chaozhou people.

In addition, as a jeans tycoon, Levi's opened a theme hotel in Frankfurt, Germany last year -- 25hours Hotel The Trip. The hotel's exterior design is referred to Levi's's classic handbag packaging. Viewed from the outside, the hotel is like a huge cardboard box.

Into the hotel, you seem to have come to the United States in 1930s, with a strong sense of retro. The most interesting thing is the hotel rooms, which are divided into 6 themes, representing 6 different styles of jeans color. The size of the room is directly named after the size of the jeans, divided into S\M\L\XL, so that customers can choose their favorite jeans when choosing rooms.

The room number is directly identified by the bag of jeans, which is unique and interesting. There is a Levi's store next to the hotel. When customers check in, they can buy a pair of Levi's jeans next door.

Coincidentally, last year, Jiangnan cloth clothing brand JNBYHOME and Youth Travel Culture Hotel "tile tile house" to cooperate, in Jiangnan cloth Hangzhou headquarters built a hotel.

It is understood that due to limited property conditions, the hotel is small in size, with only 49 rooms. Wa Don Wa Sh is responsible for investment and operation. The hotel lobby will serve as the JNBYHOME Experience Hall. The furnishings and soft objects, bedding, bathrobes and pillows in the theme room are designed and provided by JNBYHOME. In addition to household products, the experience hall will also introduce Jiangnan cloth main brand clothing. In the process of cooperation, tile wat house and Jiangnan cloth dress will open up the membership system and share rights and interests.

Conclusion:

Sometimes, we like clothes, not because of clothing itself, but the aesthetic surprise that we see through Ta in clothing. Clothing stores are no exception. When people are selling clothes, brands need to provide consumers with a reason to choose "you are not their Ta", and the four points mentioned above are probably some of the ways to solve the problem.

Whether it is opening a bookstore in a clothing store, running a cafe, or opening an art exhibition by heart, or co operating with other brands... In the future, we are all happy to see these brand of attitude clothes, because Ta makes consumers feel the vitality of the brand and the way of life they pass away besides shopping products.