Abandon The Traditional Thinking Of Selling Goods, The Correct Way To Open The Clothing Brand!

Consumers' perception of clothing brand is more perceptual than rational. Therefore, the key to create a clothing brand is to make full use of various communication means to create brand image, endow brand with a concept, a spirit and a way of life, so that consumers can have "brand trust".

From last year to now, many clothing brands choose different ways to present their own brand image and tonality.

Initial gentleman opens theme stores

As a brand that emphasizes the concept of compound fashion, in order to impress consumers more deeply, initial's format not only covers women's wear, men's wear and accessories, but also displays life attitude and interior design company initial In addition, the brand has constantly created surprises by opening restaurants, selling ice cream and opening fruit juice bars, and has truly integrated into the life of targeted customers.

With the continued popularity of retro fashion, there are many brands with "vintage" as the selling point, and initial will surely occupy a seat for the eye-catching clothing brand.

The brand's men's clothing line "initial? Gentleman" pays homage to the fashion of the 1990s in terms of design style. It integrates four major elements, namely, tooling, military, gentleman and subculture. It can be said that it is the epitome of domestic mature Vintage? Gentleman style.

In addition, initial gentleman also opened a black rubber themed store in Shanghai Shimao. In addition to the 70's and 80's CDs and background music such as "Japanese Saxophone husband" sado Watanabe and King sunnyade, you can also find a lot of good taste here.

All of them are looking for furniture and accessories from the antique stores to the furniture stores

The space of initial gentleman is always in harmony with the differences. The cash register is a column with a ring of cement walls, which is as smooth and brand-new as the roof and the ground, while the display shelves and wood boards interspersed in it are mostly incomplete and faded, which continues the philosophy of fashion design.

Jointly leading consumerism UNIQLO and kaws to launch cooperation

On June 3, after the "kaws: Summer" series, which was jointly launched by UNIQLO, a Japanese fast fashion brand, and kaws, a contemporary American artist, was officially put on sale. A large number of consumers queued up early to buy the "kaws: Summer" series. The series of products with the highest price of only 99 yuan were robbed in three seconds in some stores.

As of June 4, 2019, the UNIQLO xkaws cooperative fund, which was robbed out of the official Taobao store as soon as it was launched, had a monthly sales volume of more than 30000. Now, the price of idle fish has been doubled or even higher.

With the post-90s, 95s and 00s becoming the mainstay of mass entertainment and consumption, the trend culture has gradually become a mainstream culture from subculture. Kaws, with imagination and street art, has won the favor of young people with its cross genre, cross-cultural and subcultural artistic creation style, and has become an influential trend culture.

Under the upsurge of nationwide rush, UNIQLO's joint brand has successfully reached the peak with the increasingly popular trend culture behind kaws and the hunger marketing of "the last co branding", which not only increases the sales volume of stores, but also refreshes the influence and recognition of fast fashion brands in China.

At a time when fast fashion brands are in a weak position, UNIQLO has successfully manufactured popular IP derivatives because of "all kaws", leading consumerism in the form of joint name, cross-border and restriction. In addition, the scarcity and uniqueness created by the joint name at the price of common people aroused people's strong desire to possess personalized and cute clothes.

　 The clothing store is no longer a fitting room, with coffee, hair salon and other areas opened up

Under the impact of the online shopping boom, perhaps in order not to become a fitting room, the clothing entity sales terminal will extend its tentacles to more fields.

As early as 2014, UNIQLO set aside a special area for Starbucks in a flagship store in New York. In order to make the shopping environment more casual and relaxed, UNIQLO also placed sofas, tables, chairs and an iPad station for customers to use.

Meanwhile, club Monaco, a clothing brand of Ralph Lauren group, is not willing to be outdone. It has moved the well-known Cafe Toby's estate and thestrand Bookstore into its flagship store; Burberry, a famous British luxury brand, has opened a coffee shop in its flagship store in London, providing coffee and various kinds of British food.

Of course, cross-border services for clothing brands are not limited to coffee. In addition, there is a flagship store in the UK's fashion salon and top shop, which is located in the UK's fashion salon and its flagship store in London.

In China, golia has begun to try to diversify its development. Some concept stores under the brand not only sell clothes, but also provide services such as flower art, coffee, reading and creative boutiques. Among them, Guangzhou gelia 225 concept store is one of the best.

Try water to open the hotel through the "Hotel" to pass on the brand image to customers

In recent years, there are quite a few cross-border clothing brands. Hotelko é, Ta, introduced by CEO brand watch earlier, integrates shopping, food and accommodation experience. As soon as the hotel opens, it becomes the latest gathering place for Tokyo's Chaozhou people.

In addition, Levi's, a jeans tycoon, opened a theme hotel in Frankfurt, Germany last year, the 25hours Hotel thetrip. The design of the hotel is based on Levi's classic handbag packaging. From the outside, the hotel looks like a huge cardboard box.

Into the hotel, you seem to have come to the United States in the 1930s, with a strong sense of retro. The most interesting is the hotel rooms, which are divided into six themes, representing six different styles of jeans colors. The size of the room is directly named after the size of jeans, which is divided into s-m-l-xl, so that customers can choose rooms just like they are choosing their favorite jeans.

The room number is directly identified by the jeans bag, which is unique and interesting. There is a Levi's store next to the hotel, where customers can buy a pair of Levi's jeans next door.

Coincidentally, last year, Jiangnan cloth clothing's home brand jnbyhome and Youth Travel Culture Hotel "Wadang Washe" reached a cooperation to build a hotel in Jiangnan Buyi Hangzhou headquarters.

It is understood that due to the limited property conditions, the hotel scale is relatively small, only 49 rooms. The hotel hall will be used as the jnbyhome Experience Hall. Its furnishings and soft clothing, bedding, bathrobes, pillows and other articles in the theme room are designed and provided by jnbyhome. In addition to household goods, the experience hall will also introduce Jiangnan cloth clothing main brand clothing. In the process of cooperation, we will share the rights and interests of Wadang.

　 Summary:

Sometimes, it's not the clothes that we like, but the clothes that we like. Clothing stores are no exception. When everyone is selling clothes, brands need to provide consumers with a reason to "choose you rather than their Ta". The four points mentioned above may be one of the ways to solve the problem.

Whether it's a joint exhibition in a fashion shop or a joint store, whether it's a joint exhibition in a bookstore or a famous brand In the future, we are all happy to see these attitudinal clothing brands, because they let consumers feel the vitality of the brand and the lifestyle they convey besides shopping products.