Why Does The New Brand Of H&M Value Holland So Much?

According to the world clothing shoes and hats net, in March 2nd,

New brand of group

A new store opened in Amsterdam, capital of Holland, which is a new city after London, Copenhagen, Brussels and Munich.

It can be seen that in addition to London, most shops in Arket have the same location as the brand: relaxed and simple style.

Before opening, Arket general manager Lars Axelsson was accepted by the UK.

Media Fashion United said in an interview that entering Amsterdam is an important step in the overall expansion of Arket.

Sweden has not been mentioned.

Arket has four storefronts in Amsterdam, with white walls and black railing, Bai Yu shed and white window frame.

The huge glass can throw enough light into the interior decoration, which is mainly white. It seems that the whole store is concise and bright from inside to outside, and this is also the meaning of Arket in Swedish.

Other city flagship stores are also very different in style, because Arket wants to create a place where people can slow down their shopping behavior.

"Interior design is designed to encourage consumers to relax and spend more time focusing on details and product quality."

Axelsson said.

That's why there is a coffee shop Arket caf E in every shop in Arket, which allows guests to spend the whole afternoon in the store.

Unlike other stores, Amsterdam's Arket CAF will adopt some local food raw materials.

In order to make shops more affordable, Arket has also added some other brand products, such as Adidas, Nike, Australian leather brand R.M. Williams, Holland glasses brand Ace Ace & Tate and American shoe brand Teva.

This is a bit of a grab for a new brand that has not yet opened up to the world, but Axelsson believes that the existing products should not be denied.

"The shoes we sell are very good, but other brands also have good shoes. Why not add them?" he said. "So we sell only the products we have carefully selected."

Arket sees the Amsterdam store as the focus of expansion.

"Arket is not just a Scandinavian brand," he said. "Although it is headquartered in Sweden, our goal is to build a modern, quality shopping market."

Interestingly, Amsterdam was once rated as the most suitable city for global expansion.

Oracle bone inscriptions and other enterprises have taken this as a starting point.

In a country where the per capita income ranks the top ten in the world, and is in the forefront of pportation, natural resources and taxation, Amsterdam has some global advantages.

The annual benchmark report released by the world economic forum covers a total of 119 countries. Among them, Holland ranks ninth in attracting, developing and retaining talents. Undoubtedly, it also gives Holland's capital Amsterdam an incredible ability to acquire talents.

Holland has been recognized as the best country in the world for the growth of new talents.

Talent diversity has been recognized as a key factor in building innovative teams and equipment companies and organizations, as well as the ability to meet market and operational needs in a multicultural environment.

In addition, the developed logistics system also provides an integrated logistics solution for enterprises in Amsterdam.

Holland is also regarded as one of the most developed countries in the world. It is a popular choice for leading information and communication technology companies to set up branches in Europe.

Among them, 60% of Forbes's top 2000 IT enterprises have set up operations in Holland.

Microsoft, CISCO, Interxion, Indus, HUAWEI, Oracle, Intel, IBM, Werrison and Google are all multinational IT enterprises that have settled in Holland.

They can make full use of Holland's advanced IT infrastructure, competitive tax environment and skilled labour resources.

For a new retail brand like Arket, this densely packed and consumptive city is also a good place for self-cultivation.

The welfare level of residents in Amsterdam is relatively high. The tax revenue is second only to the Irish capital Dublin. The per capita income is very high, reaching 46310 US dollars in 2016, which shows the strong purchasing potential of local residents.

Axelsson also said that Arket wants to sell more stores to consumers, and Amsterdam is such a city.

As the highest population density in Europe, Holland has a population of about 170 million people in the 500 km radius of Amsterdam, which is even higher than that of Tokyo and New York.

Besides, it is also the seat of Holland's second largest ports and Schiphol International Airport.

Such a market advantage may be what H&M group needs.

Because H&M Group sales in the fourth quarter of 2017 dropped 4% to 584.5 billion Swedish kronor, far lower than the group's own expectations.

Some analysts said the data "may be the worst quarterly sales in the company's history".

The main reason is the decrease in the volume of physical stores.

At present, it has been more than six months since the first store opened. Axelsson did not disclose the specific performance of Arket's market reaction, revenue and customer volume.

As to where Arket will go to shop and shop several more, he also said: "we never thought of it ourselves."

About Arket's plans to enter the Chinese market, it is learnt that H&M group is in deep negotiations with Alibaba, and is expected to take the lead in China through e-commerce channels.

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