How Will The Ski Clothing Brand Win Young Consumers When The Snow Season Is Approaching?

Phenix, a ski clothing brand from Japan, opened a POP-UP flash store in Chaoyang, Chaoyang City, Beijing. The store is designed with a sense of future space, and is expected to open until the end of December.

The brand was founded in Japan in 1952, and began to make skiing garments. After 2000, it began to try outdoor and daily functional style clothing. Over the years, Phenix has developed a variety of new fabrics, so that clothing has both outdoor practicality and design sense. At present, Phenix occupies the first place in Japan's ski apparel market share.

In 2008, Phenix was acquired by China trend group and began to enter the Chinese market in 2011. With the approaching of the Winter Olympic Games in 2022, Chinese consumers' demand for outdoor sports equipment such as skiing has increased. Phenix has also accelerated the pace of expansion in China.

Previously, Phenix stores were mainly located in ski resorts such as Zhangjiakou and Jilin. Beijing flash shop can be regarded as a pilot project for the brand to set up a physical store in the first tier cities.

It is worth mentioning that Phenix launched the fashion branch brand ALK Phenix in 2015 and invited functional stylist designer Kamide Daisuke to be the director.

Street style has been popular among young people in recent years. ALK Phenix's main role is urban functional clothing, which extends Phenix's fabric technology, and combines fashion cutting techniques to create functional styles of clothing with various functional combinations.

In addition to trying to win the hearts of young consumers with ALK Phenix, whether in official micro-blog or official WeChat, Phenix is faced with consumers in a fashionable and fashionable brand image, and has launched a series of marketing plans to attract young people. For example, with Wang Linkai, Shao Haofan and other young idols in collaboration with the shooting of fashion blockbuster, take part in the first large-scale camping Carnival in China, such as "the weekend under the sky".

The opening of the flash shop is no exception, whether it is the shop of the future technology sense, or the electric sound, hip-hop and fashion net red at the opening site, all are closely related to the theme of "young consumers".