Clothing Stores Explore The Path Of Spanformation: Leaving Customers With Coffee And Reading

Consumers consume coffee bars in a brand clothing store in Zhuzhou.

Reading, chatting, daze... In a brand clothing store on the 7 floor of Hunan Hotel, Zhuzhou, Hunan, Zhang Xuan and her girlfriends spent a pleasant afternoon in chatting. "Compared to the traditional clothing store, it is more like a leisure place." Zhang Xuan said.

along with Electronic Commerce Along the way, the local entity store headed by the clothing industry has been greatly affected. In exploring the spanformation path, more and more businesses realize that providing experiential services and creating a relaxed and interesting shopping environment may be the outlet for traditional physical stores.

Clothing stores no longer sell clothes only.

At the beginning of August, the Zhuzhou flagship store opened in the commercial street of Chung Kwu Ling. In this shop that does not go the unusual way, people find that besides tradition In the clothing sales area, businesses have also opened up coffee bars, where customers can drink coffee, read books, or look at the iPad provided by businesses.

Coincidentally, in the Timily clothing store on the south of Changjiang Road, there are sofa, tables, chairs and books in the shop. "Our idea is to keep the guests, even if we do not buy clothes two times at a time, it doesn't matter. A long time will bring business." Shopkeeper Chen Zhihuang said.

Similar scenes are common in many first tier cities. In Hangzhou, jeans brand Jasonwood launches customized services in its brand store. Customers can also plant plants on the spot and sew their own wallets with sewing machines. There are also brands that put clothes in high-end barbers and show them in the rest area. After waiting or finishing the hairstyle, guests can look at the clothes and make a whole body model.

Experience shops can foster new customers.

"The advantage of experiential services is that it can increase the time of customers staying in stores, and it has the same effect with the urban complex." The chief executive of the Zhuzhou flagship store in the United States is introduced.

By the impact of online shopping, in addition to the spanformation of the electricity supplier, many garment enterprises began to have their own plans. "Online trading is not as simple as it may be. brand Just put the discount products online. " An industry analysis: "to strengthen the physical store is still the main outlet for traditional clothing enterprises, so businesses need to create the advantages that online spanactions do not have, and provide experiential services to attract customers. Although the fresh experience shop is not too big to drive sales, it has improved the brand image and fostered new customers.

"Experiential services occupy the space of the original sales area, and how to control the proportion of it to the sales main industry is the factor that the merchant needs to take into consideration when trying this model." These people said.