Interpretation Of The Concept Of Location For Casual Wear

With the accelerated pace of international fashion convergence, the fast fashion clothing brands such as ZARA and H&M that have entered the Chinese market in the past two years have been developing rapidly and become the new fashion of "fashion children" in the first tier cities. Baleno, Gioradano and other traditional brands are firmly occupied by stable market share with the positioning gap, price advantage and good reputation established over the years. ZARA, H&M and other brands rely on the concept of fast fashion clothing, new and advanced. Design style Popular in the mainland. The brand of the two types of audience, the strategy of opening the shop and the way of thinking of the whole management share the half of the current casual wear.

People's impression of Baleno and other traditional casual wear brand stores will appear in different parts of the city in different forms such as street shops, counters and underground shops, but this situation may gradually change. The appeal of Baleno, Metersbonwe and other representative brands to expand the audience and get rid of the "mass brand" image is increasingly strong. Baleno has more than 30 sub brands, many of which are high-end brands such as BALENOUBRAN, Ebase and so on. Metersbonwe has launched a high-profile brand. High terminal brand Me&City, and built or rebuilt many sub flagship stores in one breath, and Gioradano directly raised the brand positioning to urban white-collar and social elite. Although the popular marketing mode of clapping and selling in the short term and the clamour of stores will still be the pronoun of traditional brands, but with the evolution of urban business and upgrading of infrastructure. Traditional brands are experiencing double changes in location and brand strategy in the top tier business circles of the first tier cities.

Due to the largest operating costs From rent, Ping efficiency is the core of traditional brand store operation. Ping efficiency is a common term derived from the commercial sector in Taiwan. It refers to the volume of output per flat area (1 =3.3 square meters). The industry usually refers to the annual turnover of business output per square meter. In the commercial location of high-density pedestrian flow, maximizing turnover is the most effective way to ensure Gaoping's effectiveness by using the smallest store area. Therefore, the street store form has become the top choice of traditional brands in the top tier cities of the first tier cities. Take the famous Xidan Business District of Beijing as an example, Xidan in 90s showed a "small, multi, dense" business characteristics, and the main roads and East and West shops are very lively. Xidan North Street West has become a large number of traditional casual wear brand street shops, driven by Baleno, JeanWest, Metersbonwe and other major brands, XXEZZ (Athers), Robinhood, Gioradano, S&K (Baleno sub brand), Bossini and a large number of brands of 100 square meters of street shops lined up. Although the rent is more than 100 yuan / square meter / day, but because of the dense flow of people in Xidan, most street shops can still use their limited area to create annual turnover of around 10 million yuan, and the bustling scene in the store is the true embodiment of the Gaoping effect of the street store.

With the upgrading of urban commercial facilities, the street shops in Xidan gradually declined and disappeared from the early stage of their popularity. They eventually withdrew from the main street of Xidan North Street and replaced by a large number of new and upgraded retail property projects such as Zhongyou department store, Capital Times Square (MEEI department store) and Jun Tai Department store. In the process of self-improvement in the first tier cities, the traditional brands are faced with the choice of leaving the top business circle or moving to commercial projects. The expansion of audience groups and the pursuit of the image of "mass brand" decide that traditional brands only choose the latter. For the traditional brands that street stores are familiar with, the shopping centres of the top tier cities in the first tier cities are particularly unfamiliar.