Is There Too Much Clothing Brand In The Mall? Listen To What The French Think.

Nowadays, with the acceleration of people's pace of life, everything is changing rapidly, and people's consumption habits are constantly changing. Against this background, the opinions between the brand side and the store manager are gradually divergent. In November 14th, the French commercial real estate exhibition (MAPIC) was held in Cannes. Participants discussed the cooperation between brands and shopping malls. Among them, there were many interesting ideas: there were too many paving shops in the market. S CEO Bastien Bismuth, the chief executive of French dress brand Jennyfer, hoped that shopping centres should not overdraw brand names, but should expand the scope of store brands. He said, "now there are too many paving shops in the major shopping malls. Imagine that if 70% of the shops in the shopping mall are selling clothes, then our brand will surely use most of the turnover on the rental paving, but for customers, a black sweater that looks almost the same is everywhere." Some brands that can not win the international market are flooded with (France) domestic market. To some extent, the market players have a large part of their responsibilities. They should not set up clothing stores everywhere in the mall. The brands in the mall are the same, and customers' shopping desires are falling. The clothing sales brand G Mo Hubert Aubry said that the sales of G Mo clothing dropped by 40%. He said: "our sales decline is because fewer and fewer customers will go shopping, because they think most of the brands in the mall are the same, so there is no desire to shop." Clothing brands need to be clustered, but Fabrice Bansay, the Promotion Director of Apsys, has different opinions on this. He said: "some clothing brands enter shopping malls under the condition that there are other clothing brands in the mall. We learned from the Eden de Brie-Comte-Robert shopping plaza project that 50% of the shops in this shopping mall provide entertainment and dining. Shopping malls should be transformed into brand "express points". Antoine FREY, the executive officer of FREY real estate, does not need to worry so much about brands. "The clothing industry has changed rapidly. The concept of a garment has changed rapidly from birth, popularity to obsolescence. For example, the brand of seven branches in the same city does not know that one day it will be replaced by other brands. I think a better solution now is to turn every shop into a delivery point within a few kilometers. " S and Bastien Vanhoove, vice president of Carmila, a French supermarket chain, support the above ideas: "it is not meaningful to discuss the distribution of clothing stores in the mall, because there are always some brands that want to blossom everywhere. However, some shopping malls can not set up "gourmet street" or "playground" because of their small footprint. Under such circumstances, data sharing between brands and shopping malls can greatly improve business efficiency. Hubert Aubry questioned this: "we also want to share our data, but how can we make good use of the data in the shopping mall when we are unable to make good use of our data?" S e Bastien Vanhoove said: "we will set up a service hall in the shopping mall to facilitate communication between the branding and developers." At the same time, S e Bastien Vanhoove and Fabrice Bansay appeal for the power of the heads of the decentralized brands to allow them to cooperate with developers so that customers can be drained across the country through multiple channels. Antoine Frey adds: "every brand should recruit more shop assistants rather than store managers." Finally, Jaques Ehrmann, chairman of the French national shopping Committee, said that in the future, the clothing brands in the shopping malls will be reduced and catering services and entertainment services will be added.