Fierce Competition In The Terminal Market Of Major Clothing Brands Will See New Trends From 2019 Changes.

The brand terminal is gradually changing from commodity centered to consumer centered and life centered. It offers a clear lifestyle concept, emotional connection and value orientation.

It is not necessarily merchandise on the shelf that will bring the store back to life. Store decoration, decoration style, display and color matching, even the music inside the store, will exert a subtle influence on the customers who enter the shop.

"Experience economy" means that enterprises take service as the stage, take commodities as the props, and take consumers as the center to create activities that enable consumers to participate in memorable activities. The goods are tangible, the service is intangible, and the experience created is unforgettable. The Harvard Business Review says so.

How does today's brand create terminal scenes and how to attract customers?

Recently, the reporter visited the terminal market in particular, and observed the new trend of terminal retail scene changes on the fast fashion, leisure sports and single brand brands which were concerned by the market in 2019.

　 Fast fashion, pan scene

By the end of 2019, E Splltter, a GXG parent company, had been injected into the operation and participated in the operation of the company, Esprit (hereinafter referred to as Esprit). The reporter came to the Esprit store in Beijing Hui Hui shopping center. After being reloaded through the store, he felt the experience of the brand transformation.

Esprit and C&A, H&M, UNIQLO and other fast fashion brands are in the same block. Before the replacement, the image of the store can be said to have no characteristics. Customers who enter the shop are so busy that their brand positioning is not clear. In the Chinese market, the current consumption upgrade is not able to keep pace with the changes in the consumption of young consumers, and effectively communicate with young consumers, resulting in the gradual expansion of the gap between them and other brands, and the performance is always flagging.

In order to revitalize its brand, Esprit put forward a five year strategic plan at the end of 2018, aiming to introduce products that cater to customers' preferences and brand positioning and gradually eliminate the loss business. The focus is on the Chinese market, with plans to increase 220 stores by 2023. Mohon group co founder and CEO Yu Yong, earlier in an interview with the media, said that the transition from Esprit to the past has not been very successful. After the joint venture, the mohsun group will reshape the existing brand positioning, channels and products of Esprit.

Just entering the shop is a bright spot for people. Nearly 300 square meters shop has been built into a relaxing Instagram style leisure place. The front door glass facade is decorated with brand letters, and the shop is decorated with gray, water green and wax pink. Facing the shop door is a large and exaggerated circular electronic screen, playing the latest advertising film, with a marketing effect that can not be ignored.

The reporter found that there was a rest area in the fitting room outside the dining room, which was modeled on the dining tables and chairs. The cashier was also designed as an open bar. The comfortable rest seats were carefully distributed next to the hot selling products of the season, replacing the sofa in the central rest area of the traditional clothing store, so that the consumers were not relaxed and comfortable.

Esprit still belongs to the fast fashion echelon, but after redecorating, it is more like a boutique shop on display, and the atmosphere is a street cafe that can chat with girlfriends. In the fast fashion area of shopping center, it is the most fast fashion shop.

Reporters also found that the functional area is an open clothing retailer and La Natsu Bell. If Esprit is a place of leisure, La Natsu Bell is a dreamy scene for fairies.

In the newly installed shop in the early spring, La Natsu Bell decorated a large lilies on the ceiling. The overall color of the shop was very good with the improved color of the product, and it had enough large area to provide rest for the consumers, and the cashier was also transformed into a bar. At present, the price of La Natsu Bell's products still belongs to the pro democracy group, but shops create a high sense of products in the atmosphere through cosmetic surgery.

Obviously, brand terminal construction is changing from commodity centered to consumer centered and life scene centered, from providing commodity category to providing lifestyle with clear theme, emotional connection and value orientation. And through life scenes attracting like-minded people into the shop, Semir, a leading domestic casual wear enterprise, is also well versed in this way.

In July 2019, Semir announced that the company launched the seed shop plan, building an ideal shop model, matching brand positioning, annotated different life scenarios, from quality of life to dress modeling, to meet the new generation of consumers more subdivision needs.

After that, Semir's newly upgraded two brand lifestyle experience flagship store has opened in Shenzhen Dongmen and Hangzhou Federation of trade unions, through different industries across the border, the introduction of tea, beauty, art exhibition and other forms of products and experience content, to attract different circles of consumers.

Single category, deep experience

With the overwhelming publicity in the second half of 2019, Bosideng also stepped up its layout under the line. Bosteng, the first time to enter the clustered shopping center, is not open yet. But it has already opened a 40 square meter flash shop at the first floor to preheat the business. The Mount Everest series and designer's joint name are mainly listed.

In particular, the former is displayed at the doorway, and the space capsule reminds us of the sense of technological sense of high-end down coats.

Since Boston launched the high-end series, the market will inevitably compare it with Canadian geese. Previously, this magazine has analyzed the two products in terms of functionality. What differences do they have in terminal retail store marketing?

Boston main store has not yet opened. We first refer to Canada goose's new store in Toronto suburb shopping center at the end of 2019. It is reported that most of its new stores are occupied by various interactive devices, and the long ice road paved with digital glass panels is full of sensors. The ice surface at people's feet will crack with the weight change. Then, a 18 meter wide arc display will alternately change the winter landscape. There is also the "extremely cold fitting room" with a temperature of 20 degrees below zero, allowing customers who wear Canadian geese coats to experience the real ice and snow in the shop.

In addition to the rich immersive interactive experience, the brand has also launched retail for the first time. There are only a few samples of clothing inside the store for customers to try on. If you want to buy customers, you can only place orders on the electronic screen of the exit through the brand official website.

"This way can really make people feel the essence of the brand and its historical trajectory," said Danny Reiss, chief executive of the brand. "We want to create an atmosphere that is different from the shopping center, so that consumers can recognize our excellent performance and high-end positioning."

Clothing display and stock reserve have been an indispensable factor in offline retailing. However, with the popularity of Showroom mode in the retail industry, experiential retail has started to rise, and light consumption and heavy experience have become the new direction of development. Brand loyalty has also been consolidated in enhancing consumer interaction.

The launch of the canadian goose concept store is the latest addition to the brand. The store has received a large number of e-mail appointments from consumers. In order to gain a better understanding of the effectiveness of the new model, Canadian geese will collect and collate consumer behavior data and conduct follow-up and analysis work.

"In a rapidly changing retail environment, it is very important to try new things," Reese said. "In the Internet era, consumer behavior, different consumer responses, people want to really understand a brand and so on, are undergoing tremendous changes, we must stand at the forefront of these changes. Although we don't know whether we can succeed in business now, if we don't try, we will never know the answer.

　 Old brands, feelings

Some old brand shops that are restricted by the venue do not have the hardware to build interactive scenes, but they create an emotional scene with national memory. Lining, for example, is stable and accurate.

It's hard to imagine that Lining opened three stores in the golden section of shopping center. The first one is next to Andemar, Nike and Adidas, displaying simple traditions and commonplace. But the "Lining China" tidal shop with a straight line of less than 100 meters is quite different. Although the area is small, the experience it brings to consumers is a mixture of clouds and mud.

For example, in the brand logo, "LI-NING" is similar to the letter of the alphabet, and "Chinese Lining" is reflected in every coat hanger on the shop facade. Near the Chinese Lunar New Year, this season, Lining's casual wear design inspiration is from China mahjong. The glass door is decorated with Yuanbao and Fu Fu's annual decorative paintings, which complement each other with the Mah Jong elements. The indoor lantern made of gymnastics rings is more or less consciously or unconsciously awakening people's memory of the glorious era of Chinese gymnastics. Outside the store, the HD electronic screen scrolls back the video highlights of Lining's fashion week in Paris, so that no one can ignore the flow of tourists.

In the view of journalists, innovative display includes upgrading of retail props, such as counters, shelves and other equipment upgrading, including category matching, variety combination, and innovation and change of merchandise display. Atmosphere creation is equivalent to store make-up, sometimes without major rectification, adding a little color can enhance the store's color value and temperament.

Similar to Lining, there is a leap in marketing strategies to arouse people's emotional memory. At present, leaps and bounds are still the mainstream products of Xiao Bai shoes. In the shopping mall square and the elevator, there is a sales booth shop. In a very limited space of several square meters, we only use the classic blue and white shoe boxes to display the shelves. The attraction of 100 meters away from the elevator has attracted 42 eyeballs.

All changes in traditional retail space design are centered around commodities, and new retail space design only adds a "new" word, which completely transfers the attention from merchandise to consumers. It can be seen clearly that the new retail space design increases the online interaction and the environmental experience of the physical store. For the consumers who do not have a clear desire to buy, the terminal retail stores tend to pan entertainment scene, which will stimulate their shopping desire to a certain extent. For those brands with strong brands, the new environment means sharing the "store treasure" with consumers in an all-round way.