How To Choose Traditional Clothes And Fast Fashion Brands

People's impression of Baleno and other traditional casual wear brand stores will appear in different parts of the city in different forms such as street shops, counters and underground shops, but this situation may gradually change. The appeal of Baleno, Metersbonwe and other representative brands to expand the audience and get rid of the "mass brand" image is increasingly strong. Baleno has more than 30 brands, many of which are high-end brands such as BALENOUBRAN and Ebase. Metersbonwe The high-profile brand Me&City has been launched in a high-profile manner, and many new flagship stores have been built or rebuilt in one breath. Gioradano has directly promoted the brand positioning to the high level of white-collar and social elites in the city. Although the popular marketing mode of clapping and selling in the short term and the clamour of stores will still be the pronoun of traditional brands, but with the evolution of urban business and upgrading of infrastructure. Traditional brands in the first tier cities Top business circle It is experiencing double changes in location and brand strategy.

As the biggest operating cost comes from rent, Ping efficiency is the core of traditional brand store operation. Ping efficiency is a common term derived from the commercial sector in Taiwan. It refers to the volume of output per flat area (1 =3.3 square meters). The industry usually refers to the annual turnover of business output per square meter. In the commercial location of high-density pedestrian flow, maximizing turnover is the most effective way to ensure Gaoping's effectiveness by using the smallest store area. Therefore, the street store form has become the top choice of traditional brands in the top tier cities of the first tier cities. Take the famous Xidan Business District of Beijing as an example, Xidan in 90s showed a "small, multi, dense" business characteristics, and the main roads and East and West shops are very lively. Xidan North Street West has become a large number of traditional casual wear brand street shops, driven by Baleno, JeanWest, Metersbonwe and other major brands, XXEZZ (Athers), Robinhood, Gioradano, S&K (Baleno sub brand), Bossini and a large number of brands of 100 square meters of street shops lined up. Although the rent is more than 100 yuan / square meter / day, but because of the dense flow of people in Xidan, most street shops can still use their limited area to create annual turnover of around 10 million yuan, and the bustling scene in the store is the true embodiment of the Gaoping effect of the street store.

With the city Commercial facilities Upgrading, the street store in Xidan gradually declined from the early popularity, and finally completely withdrew from the main street of Xidan North Street, replaced by Zhongyou department store, Capital Times Square (MEEI department store), Jun Tai Department store and a large number of new and upgraded retail property projects. In the process of self-improvement in the first tier cities, the traditional brands are faced with the choice of leaving the top business circle or moving to commercial projects. The expansion of audience groups and the pursuit of the image of "mass brand" decide that traditional brands only choose the latter. For the traditional brands that street stores are familiar with, the shopping centres of the top tier cities in the first tier cities are particularly unfamiliar.

As mentioned above, Ping efficiency is the core of traditional brand store operation. The transformation from "street to building" brings about the reduction of the total number of people and the uncertainty of the flow of people. It is difficult to guarantee the efficiency of the flat, and the traditional brand can hardly bear the rent of the gold position in the shopping center. This is obviously contrary to the management idea of "location decides everything". Once in the era of street shops, Baleno, Gioradano, etc., after entering the two floors of the underground city of Xidan, which are located close to the brand target, the flat effect quickly dropped to the 1/4 of the street store era. At the same time, the rental level dropped to about 1/5 of the street store because of poor location efficiency. Under the low rent level, enlarging the management area and highlighting the brand characteristics will be a better choice for the first tier cities and the second tier cities. From the fiery gold location Street store to the warm and dry shopping center edge location store, and from the important profit point to the profit and loss balance brand display window, this is the traditional transformation of the traditional casual wear brand in the first tier city's top business district location and brand strategy.