The Golden Adjustment Of Shopping Center Makes Luxury Goods Close To Fast Fashion.

Luxury and fast fashion appear in the same layer of shopping mall, which is unthinkable in the past.

Luxury is the most "class" circle. How to arrange the shopping center is never a trivial matter.

Haven't you heard of Louis Vuitton and Gucci in order to make their shops seem more stylish and more important than the other side, and gossip with shopping centers? Do not know that before the Louis Vuitton shop opens, the fast food store within five hundred meters is best covered with the "hidden rules" of people leaving?

Many years ago, when a shopping center in China began to invest, they might have done this.

The Ministry of investment sent a young man to fly to Hongkong with his notebook.

Just like an ordinary inland tourist, he wears a little conservative.

In Hongkong's most famous shopping center, Harbour City, Guo Jin center, he stroll away to write and draw pictures, and copy the shops that are very stylish and colorful.

When he flew home, his notebook became a treasure merchant immediately. The Ministry of investment was working together to study which brand should "attack" and who should be on the first floor.

Just follow the example of Hongkong.

If you have been to Hangzhou in recent years, and visited the shopping center the Mixc, which is not very core, but also quite important, you may notice that the shops of Louis Vuitton and Zegna have crossed two floors, and on the two floor, far away, these luxury brands have some unusual "neighbors" -- H&M, Hollister, they are all parity fast fashion.

In June, real estate services and investment management firm Jones Lang LaSalle sent a report saying that luxury and fast fashion could be "getting closer and closer" in shopping centers.

To promote this phenomenon is the owner of the shopping center, that is, well known developers, commercial real estate developers.

"To attract people, shopping centres want fast fashion stores to enter.

In some projects, the owners also need fast fashion brands and luxury goods for door to door layout.

Rebecca, Rebecca Ti bbott, director of Shanghai retail real estate department.

A few years ago, in a luxury business forum in Shanghai, Xia Zichen, the boss of Taiwan fashion brand, said that the Chinese high-end brand was not easy. At the very beginning, Xia Zichen's shop could only be opened on the third floor of the shopping center on the third floor, and then slowly down. At present, "the base can be built on the two floor", and in some cases, it will appear on the first floor.

It is a moving image of a fashion brand from the top floor of the shopping center.

Where does your shop appear in the shopping center? Is it determined by your industry status? Is it a nobody, a rising star or an old aristocrat? What floor, large area, corner is still in the middle, and who is the neighbor?

A shop is worth a thousand words.

In China, shopping centers have gone through a crazy journey in the past decade or so.

Big cities and towns in different parts of the country have been building lots of buildings. Developers and local governments have ignited the enthusiasm of building super shopping centers.

It's just ten years of luxury brands in China. They are glittering shops with bright lights, carrying champagne to talk about the two or three hottest market in China.

Shopping centers take it for granted that merchants must first recruit luxury brands, and then take the Louis Vuitton shop effect chart to talk to other small brands. It must be a strong eight party coming.

In the first half of this year, when the new shopping mall "crystal goods" investment progress in Shanghai Jingan Temple was slow, the news of "H&M" was added to the news.

Jones Lang LaSalle praised the fast fashion, saying that the core reason for all this is the "passenger flow".

I remember a few years ago in the autumn of Stockholm, Sweden, a more than 50 year old Portuguese aunt looked at the shop window of H&M shop and said, "Oh, orange is popular this year, but I can't afford to update my wardrobe every season."

Every season, you should buy a new dress of the whole cabinet. Maybe last year, you can throw it away.

This is fast fashion.

To catch up with the trend and constantly update, your purchase frequency will become very high, and you will be very frequent in the fast fashion shop, becoming a part of fast fashion and large passenger flow.

The fast fashion brand, which is fiercely competitive with each other, has stirred up the fashion industry.

Regardless of age, more and more people have embraced the idea of fast fashion, which is not expensive anyway.

In UNIQLO,

In the H&M shop, the fitting rooms and cash registers are always crowded with excited customers with colorful clothes.

Jones Lang LaSalle said that Zara, H&M and Forever 21 - they have already started competing with luxury goods for gold lots and gold pavements.

In the eyes of shopping centers, fast fashion nowadays may be more sexy than luxury goods.

In the commercial real estate circle, the catering industry has been dubbed "necessary evil". The gross profit margin of catering industry is low, and the logistics and hydropower involved are particularly troublesome. But shopping centers must rely on food and beverage to stimulate passenger flow and bring opportunities for other formats.

As a fast fashion shop of "passenger engine", it also bears similar tasks.

"Before

The department wants to give money to luxury brands, and now it knows that red packets should be allocated to stores like fast fashion and Starbucks.

The industry already has a "consensus".

Passenger flow is the key to the success of a shopping center. If there is a passenger flow, there will be a paction.

Is the enhancement of fashion discourse right enough to get it?

Where is the store nearby?

Fast fashion is probably willing, because parity, they have been worried that they look too low.

Over the years, H&M and UNIQLO have worked hard to collaborate with Carle Lagrange, the former creative director of Hermes, to work on cross-border products, and inculcate the theory of "parity and fashion".

On VOGUE, UNIQLO tried to squeeze into the first few pages and get together with Dior.