Is The Collection Store The Next Retail Trend?

Young people with high sensitivity recently noticed that last week, ISSEY MIYAKE launched a new action at the Hangzhou Tower, which opened a company in.

The collection store, which includes four brands, can be called Hangzhou city and even the whole country.

As a matter of fact, the form of "collection store" has recently begun to show its edge. Especially those shops that do not take the unusual road and get mixed up in fashion circles, this also makes enterprises and retailers start exploring this new retail mode.

Hangzhou Tower opens second nationwide

If you are a veteran fashion designer, you must remember that in 2014, Lssey Miyake's "BAOBAO" opened a special counter at Hangzhou Tower, or the first flagship store in the country.

Now two years later, the shop is still a must for many shoppers to go to Hangzhou Tower, but this time it has changed its face and has become a brand collection store, which includes four brands including its ISSEY MIYAKE (Lssey Miyake), PLEATS PLEASE ISSEY MIYAKE (three home pleat), me ISSEY MIYAKE (search for Lssey Miyake), and BAO BAO BAO (life's treasure), and the renting area has also expanded from the original 60 square meter to 250 square meters.

"Lssey Miyake" relevant person in charge told reporters that the opening of the store is to let consumers understand Lssey Miyake brand family brand, not just "BAOBAO".

"Compared to a single brand, the choice of clothing in a store can maximize the advantage of clothing matching, and the form of a collection store is more conducive to our customers' experience in Lssey Miyake brand design."

A salesperson who did not want to reveal his name said that many of Lssey Miyake's loyal customers in Hangzhou complained that they could only go to other cities or Trustees to buy the clothes of the brand before they opened the brand collection store. "So when the news of the opening of the Hangzhou collection store came out, the circle of friends was brushing up."

According to the press, there are only two brands in the Lssey Miyake brand store. Apart from Hangzhou, the other is in Chengdu Ocean Pacific Shopping Mall.

Asked about the sales performance since its opening, the salesperson said that the Lssey Miyake bag, priced between 1000-5000 yuan, is still the sales champion of the store. It is popular with the 80 red models after 90 years, and some special color bags even appear to be out of stock.

"After the opening of the collection shop, the popularity of the shop is really much higher than before. Now the standard shop assistant has changed from the original 4 to 12, and basically has not been idle all day."

The "collection store" mode is becoming popular in China.

Fashion enterprises in Hangzhou seize the advantage of fashion

It is undeniable that compared with a single brand store, the advantages of the compound brand collection store are self-evident, first of all, they have great advantages in terms of commodity richness, which can meet different needs of different people and different needs of the same person in different periods.

In addition, it can enable consumers to gain more initiative in the selection process and increase their stay in the store.

In fact, the "collection store" has become a mature and universal channel mode in the European and American markets. At present, most of the international gathering shops are concentrated in cities such as Paris, Milan and London.

In China, in recent years, the stores have begun to grow and develop rapidly.

The popularity of collection stores is consistent with the changes in current consumer habits.

In the more and more abundant material nowadays, it is more necessary to have a sense of experience and shopping together, and to tap the needs of consumers. The characteristics of the store can be satisfied.

Song Jun is the head of a Hangzhou clothing Brand Company, and recently he is preparing Dance House, a fashion collection store, which will set up clothing, ornaments and household items in the future, and will set up shops in Yintai city and Kate square.

In his view, the potential of gathering stores in the Chinese market is huge, "because the stores can achieve complementarity of passenger flow through different brands of merchandise combinations, improve the operational efficiency of disadvantaged categories, and the brand can also actively optimize the industrial chain, reduce circulation costs and reduce the increase rate of commercial products.

Although this mode is still in the embryonic stage of China's retail industry, it will certainly become one of the mainstream business models in the future.