Traditional Clothing Retailers Do Not Fight "Face" To Fight "Experience" To Deal With The Double Strike Of Rent Electricity Providers

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Xiaobian of the network to introduce the rental business double attack on traditional clothing retailers do not fight "face" to fight "experience".

The JASONWOOD flagship store opens the "cowboy kitchen".

Last Saturday, the JASONWOOD cowboy kitchen was opened. This kitchen, located in the JASONWOOD flagship store at 199 Qingchun Road, does not have any boundaries with cooking. It is a window for customers to provide custom dress, remake, remake, and DIY services for denim.

From jeans to jeans, you can customize them according to your personal preferences. You can even draw pictures of your favorite designs to jeans, and express them to the cowboy factory.

A month later, your "cowboy cowboy" can wear your body.

With the "cowboy kitchen" synchronized opening, and the flagship store's coffee fast food area: cat feces coffee, pasta, tiramisu cake...

Dozens of western style meals are rich in color. Even if they do not buy clothes to come here for a nap, they will talk with friends and have a tune.

The experience and atmosphere of innovation and innovation, the bold innovation of store mode, has brought more yuan service to traditional clothing stores, and clothing independent stores have found a new direction of development.

A clothing store with tone.

The newly opened cowboy kitchen and the new coffee shop at the same time make the traditional clothing store no longer look like a pure clothing store selling jeans.

On the day of the opening ceremony, the organizers invited singer Jam Hsiao to help. However, more media and consumers who came to attend the opening ceremony were more fascinated by the new shop display and interactive shopping environment. They ignored the big stars, but they went around the shop and tested a unique consumption pleasure.

First look at the cowboy kitchen without smoke and fire.

In the store, the new "cowboy kitchen" can see a few square meters of large jeans accessories. The wood lattices are full of buttons, zippers and badges with various colors. You can choose every button, every piece of fabric and cowboy kitchen's own skin label with the customer's name for the customized jeans. The size and style can be directly taken to the workshop in the shop.

There are more surprises waiting for you.

"Cowboy kitchen" is a miniature version of the cowboy workshop.

Three electric sewing machines, embroidery machines, and colored cotton thread are very eye openers.

Up to the two floor is another tone.

A thick coffee flavor, another piece of tiramisu, on the two floor of the coffee leisure area, you can chat with friends, chat online, take shopping as a relaxing enjoyment.

Breaking the predicament of clothing retailers

Although experiential clothing stores already exist, the demand for experiential services has never been as urgent as today.

In the hundreds of meters around the JASONWOOD flagship store, several former red hot clothing chiefs have been withdrawn.

JASONWOOD the next Taiping bird store has been closed for more than a year. At the end of April this year, the Me&City of Yanan road's Feng Jie intersection officially closed. Then, Feng Jie Road, along the five hundred or six hundred meter shop in Yanan Road, shut down AOKANG, red dragonfly and Me&City.

Among them, Me&City has an area of 4000 square meters, with two floors.

Once, how large are the shops and how much clothing they have on display.

Consumers can shop in thousands of square meters of shops and see shelves full of all kinds of clothes, trousers, shoes and hats.

Even after a morning's visit, you can't take a careful look at the clothes in every store, but such a clothing giant has closed shop in just over a year.

One way is to open thousands of square meters of large shops. This kind of fast fashion mode similar to ZARA and H&M has been very popular in the domestic garment industry, but it has not been supported for more than two years. More and more brands have seen that the big shop has not given them the expected benefits.

Under the double attack of rents and e-commerce, do we really need such a large store?

"Compared with crazy rents, big shops will not produce more benefits, they must lose money.

Our country has seventy or eighty stores, the biggest shop is 150 square meters.

Mr. Zhou, a brand in Hangzhou, told reporters.

He also revealed that Me&City's store rentals amounted to 19 million yuan a year, which also confirmed how heavy the topic of making money by physical stores was.

It can not produce more benefits, so it is better to make a brand to do image and culture. This may be the outlet for clothing retailers to create experience zones and try out a new retail format.

Future prospects of experiential marketing

Many people in the industry think that 2014 is the year when our experiential clothing store has made its debut.

Reporters in the clothing wholesale market Sijiqing and Wulin Road walk around, found a number of leisure entertainment in one of the clothing stores, not only WiFi, coffee, fashion magazines and other leisure areas, as well as spacious and comfortable fitting room.

The owner of a clothing store in Zhongshan Road said that since last year, they began to increase the proportion of shops and leisure areas. Now the area of leisure areas has expanded from about 5% to about 25% now.

Many garment industry insiders also believe that experiential service is the appropriate way to undermine the electricity supplier. Many traditional apparel retailers have realized the importance of experiential services in clothing stores, and have begun to cooperate with WeChat, Alipay and micro Amoy, especially through the store.

The upgrading of leisure areas can realize the experience consumption mode of "life experience shop + mobile network".

Some traditional clothing businesses choose to expand the space of the leisure area, and provide value-added services such as free internet access, coffee refreshments and other value-added services, so that the clothing store has the functions of leisure shopping and social entertainment.

Through these leisure and comfortable life services and consumption experience, consumers can stay in the experience store as long as possible, and then increase the volume conversion rate and increase sales volume.

However, under the fashion of enhanced experiential services, clothing retailers also said, "the importance of store experiential marketing is a trend of the future development of traditional clothing, but the development of experiential clothing stores needs a lot of space in the store, which will reduce the profit generated by the units in the clothing store, and we still have to calculate this account in doing business."

A Cowboy brand official revealed.

"Although the store seems to have some accent, it still depends on its business performance."

In his opinion, the small boat is a truth that is irrefutable. In recent years, the story of a big costume falling down has strengthened his confidence in the small town.

He is sure that he will not increase experiential services.

"I have to consider the rent, calculate the benefit generated in the unit square, and avoid the risk of inventory, which is also very tight for the new quantity control.

Interactive experiential clothing store, this novelty.

Where do we go in the future? Let's wait and see.