Fashion Enterprises' "Mix And Match" To Seek New Ideas

Starting from the O2O store in the United States, and starting with "one city, one culture, one store, one story", the road of pformation of domestic garment enterprises is becoming more and more diverse.

Recently, the Cowboy brand Jasonwood launched the "cowboy kitchen" concept store in Hangzhou, breaking the traditional fashion management mode and integrating space into more experience and trial water elements.

In the strong impact of online shopping, in order not to become a fitting room clothing enterprises will reach more areas.

It is understood that some luxury brands, fast fashion in the shop opened up coffee, bookstores, hairdressers, restaurants and other areas.

In April this year, UNIQLO even married Starbucks, leaving an area for Starbucks in its flagship store in New York.

In order to make the shopping environment more casual and relaxed, UNIQLO also provided couches, tables and chairs and iPad for consumers.

Hong Zilin, chairman of Jasonwood, said that everything provided in the Jasonwood "cowboy kitchen" concept store is a life service related to cowboys and life attitudes.

"Cowboy kitchen" emphasizes interactive experience, the overall mode is "customized experience + lifestyle".

Speaking of the original intention of opening a new type of store, Hong Zilin said that, under the impact of the Internet, consumers began to pfer attention to clothing. Traditional terminal stores were unable to meet the needs of consumers, which is also the main reason for more and more clothing enterprises to accelerate the change.

In a deeply funded industry, the concept stores of many formats are more likely to show the style and characteristics of the brand, and the sense of experience will be better.

However, in the wave of change in clothing enterprises, only follow suit and increase experience service, without the system operation mechanism, in order to create the selling point and attraction, the concept store will not last long.

Compound stores should be systematic and operate. If two different formats are combined, it is not appropriate to operate independently.

The result of taking into account the two is the increase in input costs. Not only is the management team need to increase more people, but also the target group, space creation and interaction with customers can not be too independent.

Although consumers will prefer different stores, but in the process of operation, it is not easy to win a win-win situation across the border.

On the one hand, although compound stores are larger than general stores, the two types of formats are relatively independent, and the experience areas such as restaurants, coffee and so on emphasize dynamic and more frequent guests in interactive activities.

Sometimes it interferes with the consumers who choose clothes only. On the other hand, in the personnel training, because of two different formats, the staff can not take into account two parts at the same time, the requirements of the experience area will be higher, and the personnel training will be more difficult.

The gloomy market environment has clouded the whole retail industry. Besides the pressure of market environment, online shopping is a key to the development of clothing enterprises.

According to the National Bureau of statistics, the volume of clothing retail sales increased by 11.5% over the same period last year. The growth rate was 13.6 and 6.2 percentage points lower than that in 2011 and 2012 respectively, showing a three year slowdown, the lowest since 2003.

In order to re find the take-off point for performance, clothing companies boldly extend their feelers to more diverse fields.

It is understood that the famous French brand AI Ge intends to launch 600 cosmetics, 32 accessories and bath products, enter the field of cosmetics.

The clothing industry of Shanshan Group crossover orlies, and hopes in the next ten years in China's two or three tier cities layout 15-20 stores.

However, although there are lofty aspirations, Shanshan Group's cross-border seems to be uneven.

At present, the domestic outlets are still in the state of horse racing.

Statistics show that there are more than 500 outlets in the country, but only about 40 of them enter the growth period.

Most stores are in the pseudo oris state where they sell the old and discounted goods. Some stores are faced with multiple tests because of poor performance, tight capital chains and difficult operation.

Beijing Business Daily reporter Liu Yu