The attribute of fashion store determines its survival state, which often depends on the ability to master brand resources, limited or co branded product resources, as well as unique selection perspective. However, with more and more fashion e-commerce and brand flagship stores becoming more and more saturated, the landmark physical space and continuous community activities have become the new flow code of fashion collection stores, and have been coveted by capital strength.
In fact, fashion store is not a new concept, and even faces the threat from more and more "troublemakers".
However, it is undeniable that integrating different fashion brands in the same landmark space and transforming the symbolic meaning of the logo into more appealing community activities has become the core competitiveness of the current trend store.
According to frost Sullivan report, according to Gmv, the scale of trend retail market has expanded rapidly in recent years. It is estimated that the scale of trend retail market will further increase from 195 billion yuan in 2020 to 475 billion yuan in 2025, and the compound annual growth rate of Gmv will reach 19.5%. According to the previous data statistics, the scale of China's trend consumption market has exceeded 500 billion yuan, and has maintained a rapid growth trend. Bain has also estimated that the market space of fashion clothing alone is between 300 billion and 500 billion.
Looking for unicorn and knowin fashion Lab
"Unlimited trend" series Since the beginning of this year, it is not difficult to see that the capital market favors them and that they still maintain the momentum of flexible expansion through several financing projects of fashion collection stores such as knowin trend laboratory and solestate, as well as the increasingly frequent and expanding community activities. Salivation from the power of capital Alibaba was the only financier in the latest financing of knowin Trend Lab not long ago. According to Tianyan According to app, the registered capital of Shanghai Xiguo Sports Goods Co., Ltd. increased from 8.2517 million yuan to 9.2728 million yuan, and the newly increased shareholder Alibaba (China) Network Technology Co., Ltd. was 8.89882%. In April this year, knowin has just obtained nearly 200 million yuan of financing from Yunjiu capital and Jingwei venture capital, which is also the largest amount of domestic offline trend gathering space, as well as the strategic financing from bilibilibili earlier. Knowin fashion lab Beijing Xidan update store Up to now, knowin, which was established in 2018, has obtained more than 100 million yuan of financing in three years. At present, the company has seven shareholders, the largest shareholder is Zheng Jiasheng, holding 44.75454%. The shareholders also include Shanghai huandian Information Technology Co., Ltd., an affiliated company of station B, and Jingwei China sixth Hong Kong Co., Ltd. Solestar, which opened its first Chinese store in Sanlitun, Beijing in 2019, and has many stores in Beijing, Shanghai and Chengdu, also received the first financing of tens of millions of yuan from bubble Mart in May this year.
Solestar opens its second store in Beijing in Yidi port It is reported that bubble mart is the only investor in this round. After taking a stake, it will fully participate in solestate's business in China and help solestar open stores in China. It will also sell limited edition designer works and fashion toys in solestate stores. Fashion stores become
Landmark tidal space
In the past, whether it is Dover street market and other international brand collection stores with industry influence, or the buyer's shop focusing on a small number of designer brands, as well as the echelon members of trend collection stores from solestate, knowin to innersect, they have long been looking for the ability to master scarce product resources based on brand coverage, With the trend brand jointly launched the exclusive cooperation series of traffic growth password.
In the increasingly competitive situation, more and more landmark fashion consumption scenes and community activities that can gather trend consumers more closely have become the further rising space of fashion store. This may also be used for the collection store brand focusing on luxury goods, niche designers, and even beauty salons, It brings the possibility of further expansion. Take knowin as an example. At present, five stores have been opened in Shanghai, Chengdu, Beijing, Wuhan and Changsha. In addition to the blessing of different business district environments in different cities, although each shop has certain differences in decoration and beauty, it has become a popular art exhibition with regular updates such as large-scale fashion figures and fashion art exhibitions drawn from different popular cultural elements Landmark shops in different business districts. Knowin trend laboratory Shanghai TX Huaihai store At the entrance of knowin's shop on the second floor of TX Huaihai middle road in Shanghai, there is a motorcycle device with the name of the hip hop music creative team 88rising. And play bear for tide Be@Rbrick Robbi has an independent exhibition space in the store. Station B, which is a shareholder of the company, has also opened up a special area around the store. Knowin, who came to Beijing for the first time this year, located its first store on the second floor of Beijing Xidan renewal center, which was also reopened at the beginning of this year, sandwiched between two atriums to maximize the internal space of the store to the public area. In addition to the fashionable toy device in the store, knowin has an area of 330 square meters and a public area of 70 square meters, It is suitable for the park like space functions of socializing, displaying, selling and storing in Xidan renewal field. Pop up area, Beijing Xidan renewal field public area, knowin tidal current laboratory Among them, the most distinctive are the circular shoe rolling display device and led scroll character mark set in the center of the update shop. From the clocking experience of many fashion celebrities in xiaohongshu, it can be seen that in addition to the large-scale fashion games mentioned above, in addition to the large-scale fashion games mentioned above, super large shoe walls, large science and technology screens, and space cabin fitting rooms are all important factors to attract fashion consumers to take photos and punch in. It is also worth mentioning that knowin fashion laboratory, located in TX Huaihai, shihuaihai Middle Road, Shanghai, has launched a unique joint name cooperation with snow51, an indoor skiing brand. Ski resorts and Western restaurants have also become its key areas of involvement. In addition, in addition to the popular cultural symbols that are always emphasized by many trendy collection stores, the stores in Hangzhou and Chengdu of solestar also have a way to create retail space closer to local characteristics by combining people, culture and materials. For example, the 500 square meter solestate store in Hangzhou integrates a lot of "Hangzhou elements" - Lotus shaped display shoe rack and broken bridge snow element background wall; In solestar Chengdu stores, the "bamboo" element is integrated into the store. On the other side of the display wall of tide play and sneakers, a "bamboo forest" is built, as well as a series of details such as bamboo knots and bamboo leaves.
The second floor of solestar Shanghai shop is integrated with Shanghai elements, and inspired by Oriental Pearl, it creates a sense of space-time crisscross between the United States and China. The core of traffic cryptography
More appealing community activities
If we can say that through the "online Red" operation ideas, such as retail space, beautiful Chen and landmark scene, we can continuously transport offline passenger flow for fashion collection stores. In addition to the common limited and signature lottery sales activities, the trend art exhibitions and community communication and dialogue activities, which are becoming more and more frequent and with increasing volume and scale, have made key differences with the official marketing activities of fashion e-commerce and chaopai. On the other hand, through the D2c operation mode, the fashion collection store can also transform its attraction into appeal.
In 2019, solestate held a three-day shoe exhibition after opening its first brand store in China in Sanlitun, Beijing. Fashion brand stores such as solestate and stadium goods also participated in the exhibition. On the third floor of China's second store opened in Shanghai last year, soletage has created an open space for various pop up themed flash events. It has successively held the last redemption brand flash event and the one week limited time art exhibition "space Molly x SpongeBob". "Space Molly x SpongeBob" limited time art exhibition Following the previous frequent Star shop search, trend IP co branding and art exhibitions, from September 12 to September 27 this year, the art trend brand "looking for unicorn" also carried its IP Farmer Bob, in collaboration with knowin fashion lab, has successively opened a series of "unrestricted trend" tour exhibitions in Shanghai, Chengdu, Beijing and Wuhan, creating a new type of urban art space by means of interactive tourist experience and urban living space as the main transmission path, which has set off a new round of card punching tide. Since its establishment in 2017, innersect, a fashion collection store, has chosen to hold innersect global trend culture experience exhibition in Shanghai every December. In September this year, according to the official announcement of innersect, Jerry Lorenzo, founder of fear of God, will be invited to hold the annual experience exhibition with the theme of "balance" jointly planned and presented in Shanghai New International Expo Center from December 10 to December 12, including design, brand, forum, limited product sales and other activities. Innersect global trend cultural experience Exhibition In addition, the exhibition will record the contents of the exhibition in the form of text and documentary, and invite overseas and local creative people to conduct in-depth discussion on global trends and Youth Cultural Industry in the form of interviews and forums, so as to increase market exposure and link resources for creative forces at home and abroad. The numerous community exchange and dialogue activities with rich content value can make the "social contact" between the collection shop and fashion consumers evolve into the social interaction between fashion artists or fashion idols and fashion consumers. For example, solestate holds a sole talk once a month, inviting KOLs from different fields to have face-to-face exchanges with fans in the store. The artists Zhu Jingyi and solestate's five principals have participated in this activity. Last week, solestar invited rochka, a popular "hip-hop" contestant, to the flagship store to share her insights on dance and trends. "This is the street dance" popular player rochka in solestate
Share insights on dance and trends With the expanding retail layout and more intensive offline community activities, the trend store is obviously still in an obvious state of expansion. Since then, the lottery sale, pop up store, fashion art exhibition and other community interaction have already formed a unique business model, which is evolving towards a richer and faster pace of development. Such as the exclusive co branding series jointly launched with more and more domestic and foreign fashion brands, the own IP of fashion lifestyle products hatched by solestate, or the community maintenance programs such as the character interview documentary film launched by innersect for many times. This is not only the natural attribute of fashion consumption, or domestic and foreign fashion stores for many years, but its root is also inseparable from the construction of brand image and the business essence of effectively connecting consumers. Therefore, the development path of trendy collection stores may also become a reference for different market segments such as luxury collection stores and niche buyers, as well as brands and commercial real estate. At the same time, these potential competitors are also the driving force for fashion stores to continue to focus on retail innovation and learn to constantly predict the way of dialogue with the next generation of fashion consumers.
