How Can A Department Store Play A Healthy Card And Save Itself?

In order to reverse the current predicament, department stores have tried many ways: find

Or independence

Brand launches flash shop, expands the proportion of cosmetic products, and opens more restaurants.

Now, they have come up with a new method: playing healthy cards.

According to the world clothing and shoe net, the sales volume of fitness industry in the world will reach US $1 trillion in 2017, up 36% compared with us $735 billion 500 million in 2013.

Twitter's new year's wish for 2016 may be more intuitive. The top three are: well-balanced body, healthy diet and "becoming a better person".

The company values the new flow of people it can bring.

The marketing activities that can be done under this theme are also varied: Fitness festivals, health talks, product shows, food festivals and limited products are all feasible ways.

2007-2017 years of Health & changes in the market size of fitness industry

This month, Saks Fifth Avenue, a high-end department store under Hudson Bay Group, opened a semi annual flash shop called "The Wellery" in its flagship store in New York.

The storefront occupies two square meters of the flagship store, which is nearly 1500 square meters. It is similar to a brand collection store with "healthy life" as its theme. There are 22 different brands that provide various health related products and services, including fitness classes, meditation classes, sportswear, beauty salons, fitness equipment, nail shops, etc.

"We are trying to understand how customers enjoy their lives in their spare time," Saks Fifth Avenue fashion director Roopal Patel told American media athleticbusiness.com. "They value not only clothing but also internal conditioning."

In other words, they may expect customers to lose a few pounds of meat after The Wellery sweating, and will be more willing to go to the cowboy area on the third floor to buy a new, more intimate pair of jeans.

The Wellery

Messi's department store's high-end chain Bloomingdale 's's attempt is more short-term marketing.

Recently, it has been working with fitness and healthy eating theme website Grokker for one month.

All customers who consume Bloomingdale 's can subscribe to Grokker free of charge in May, and watch videos at will.

They also held free yoga, aerobics and other courses in many cities such as New York and California, and organized a fitness challenge. The winners were awarded the $500 Bloomingdale 's gift card and Grokker's lifetime subscription.

Nordstrom has followed its usual strategy: cooperation with well-known brands.

The partner it chooses is the personal organic cosmetics brand Goop, founded by Hollywood actress Gwyneth Paltrow in 2015.

A total of 8 Nordstrom stores have opened Goop stores, selling skincare products, vitamins, recipes and costumes.

To this end, it has also produced a web page to classify and introduce the products of Goop and travel on six topics, namely, travel (travel), busy weeks, clean food (fitness), fitness (fitness), clean beauty (clean beauty) and meditation (centering).

But these attempts are not new.

Last spring, Selfridges, a high-end department store in London, set up an area of 3345 square meters of "Body Studio" in the store, inviting indoor cycling studios Psycle and yoga studio YUNG CLUB to enter.

The US Department store chain Saks Fifth Avenue looks for AKT, Pure Yoga and Physique 57 and a series of popular fitness workshops to do flash stores.

In Paris, the department stores specialized in 400 square meters of sportswear space into fitness space.

It is worth noting that the current fitness brand is mainly dominated by high-end department stores.

Compared with Messi's mass department stores, high-end department stores are better because of their higher accuracy and higher price per passenger.

Saks Fifth Avenue grew 0.1% in the same store last year, while Nordstrom's net revenue increased 37% in the first quarter of this year to 630 million US dollars.

More interesting reports, please pay attention to the world clothing shoes and hats net.