After the LV Huaihai Road flagship store closed down in February 2016, the Ermenegildo Zegna Global Concept Store, which is facing the original LV flagship store, closed on February 28 this year. At this point, Libao Square, two major luxury goods "gate" flagship store has been closed.
The Zegna Global Concept Store Closes the Store and Conquer Mania Conjecture Recently, the Shanghai Business Intelligence Unit of Shanghai United Business Network recently visited Li Bao Plaza in Shanghai and found Ermenegildo Zegna Zegna, the luxury menswear brand, whose door was closed, with a dark interior and the secret to the side of Victoria. Compared with store lighting, it is very cold. Upon entering, a closure notice was posted at the entrance of the Zegna store and the store was officially closed on February 28.
Remember from the Zegna official website in China that Zegna currently has only 8 stores in Shanghai, namely iapm at Huaihai Middle Road, ifc at Lujiazui, Hang Lung Plaza at West Nanjing Road, Shangjia Center at Hongqiao, Yaohan at Pudong, Hongqiao Airport, Brilliance Olai, Qingpu, and Florence. Small town Ole.
In 2010, Zegna entered the Huaihai Road in Shanghai as a global concept store, and settled in the Ximenjin position of Libao Square. It is not only the first concept store in mainland China, but it is the largest in Asia and covers an area of ​​about 1,100 square meters! With Zegna's full range of products here, VIP luxury shopping areas offer tailored and exclusive personal services.
The store became one of the most eye-catching boutiques in Huaihai Road. The northeast tiger with the partner Dongmenshen LV Huaihai flagship store and the second floor of the local luxury clothing brand NE.TIGER became the top three luxury brands in Lippo Plaza. The moment was infinite and became a unique landscape on Huaihai Road.
However, six years later, in February 2016, the flagship store of LV Lippo Plaza was closed, and the original shop was replaced by Victoria's Secret, the Victorian secret of the world's most sexy lingerie brand.
Two years later, the NE.TIGER Siberian Tiger has also been withdrawn and the shop has been closed. Zegna also stepped into the “dust†of LV, closing its first concept store in China and exiting Huaihai Road. Unlike the situation in which LV was withdrawn and the benches were hotly debated two years ago, whoever will take over Zegna and continue to lead the way in the Huaihai Road has played a lot.
Victoria's secret "boyfriend" is ready to appear?
1. Business associates are accompanied by phenomena such as H&M and ZARA, LV and Zegna, KFC and McDonald's, Starbucks and Costa and so on. Wei Mi's best associated brand is undoubtedly the same handsome sexy A&F and Hollister. Of course, it does not exclude cool street fashion brands, healthy and charming sports brands or well-known fashion women's brands.
Insiders said to the “Lianshang.com†that the three luxury goods have come out of the Rybao Plaza, indicating that the mall’s original positioning of luxury goods was too high. Given that LV and Wei Mi are both women's consumers, and that the sexy atmosphere of women in Vemi is even stronger, the men's brand name Zegna is still expected to be positioned as a male consumer.
Multiple factors such as comprehensive shopping district, positioning, location, brand portfolio, etc., Abercrombie & Fitch (hereinafter referred to as A&F) or its young deputy brand Hollister, which is an American casual apparel brand popping up with male hormones, are highly likely to become disk dealers. It is worth mentioning that, like Wei Mi, A&F and Hollister's sexy marketing has also been a sensation.
Why lock A&F (including Hollister) is not without trace. We know that brands with similar customer positioning often have common features. LV and Zegna not only established friendship in Lippo Plaza, they also settled in Lujiazui ifc, Nanjing West Road, Hang Lung Plaza, and Hongqiao Shangjia Center.
So who is Weimy's "close lover"? According to the comprehensive national and global site selection, Wei Mi often becomes a neighbor with A&F or Hollister. For example, Shanghai Raffles, which is the first shop of Wei Mi in mainland China, is also the home of Hollister's first shop in mainland China. Therefore, it is not difficult to understand who is the most popular partner in the maintenance of the flagship store in mainland China.
Victoria's secret opening activities often include sexy Welsh Angel models interacting with fans, signings and shooting events. A&F stores often gather dozens of male models from different countries and different skin colors. They are topless, show muscles and have a healthy body and let the guests take photos together. Although A&F has now abandoned the sexy marketing method, all male models are now dressed in the opening ceremony, but high face value and charming smile are still killer.
2. A&F Speed ​​Up Extension Shop It is understood that A&F has two stores in Shanghai, located in the Jing'an Kerry Centre on Nanjing West Road and ifc in Lujiazui. Financial report data shows that in the fourth quarter ended February 3, A&F Group's sales increased by 15% year-on-year to 1.193 billion U.S. dollars, operating profit was 140 million U.S. dollars, double the same period last year, and net profit soared by 52.1% year-on-year. To 74.2 million US dollars. For the whole year of 2017, A&F Group’s net profit (after adjustment) was US$45,055,000, while in 2016, the company still suffered a loss of US$407,000.
A&F, who has been struggling for a long time in the quagmire, has finally elated and started to speed up its pace of expansion. The Hong Kong market has taken the lead. A&F, which had originally withdrawn from Hong Kong at the end of 2016, made a comeback at the end of 2017 and opened a new 631-square-meter concept store in Harbour City. It is learnt that Hong Kong Harbour City Store is part of its 6 new concept stores in 2017. Except the Harbour City stores, the other five are located in the United States.
The sexy themes of Lippo Plaza look like A&F's presence in Lippo Plaza, as predicted by the industry, and the Victoria’s secrets are adjacent and complement each other, forming a perfect combination of golden boy and female combination. Under the brand superposition effect, Lippo Plaza will also become the demon capital. The youngest sexy mall.
What is even more foreseeable is that Lippo Plaza will be a highlight in the end for sexy themes. In addition to the two sexy fashion brands, the format and brand of the entire shopping mall can be combined as follows:
Introduce some fashionable sexy theme restaurants, such as HOOTERS Owl Restaurant (replace the current 1F cafeteria), Barbie Theme Restaurant, Banquet Restaurant, Thai Cabbages and Condoms Theme Restaurant, and specialty bars such as babyface, MUSE, or Wei Mi. Home themed coffee bar, supplemented by fashionable and rejuvenated beauty nail brand (the current 3rd floor brand portfolio basically meets);
It can also introduce gender-themed fitness centers, such as SuperModelFit, which focuses on fashionable women's fitness, DP-DigPotency, potential fitness studio, Jumplify in the air, Nike's women's fitness studio, 45Grand, and 300 men's fitness. ....
In this way, the unique topical effect will be created to create the sexy theme shopping center with the highest hormonal index and healthy fashion in Shanghai, as well as the theme of "frigidity" and neutral exquisite life in the Huaihai Zhong Road and MUJI stores. Shopping center Huaihai 755 side by side.
Of course, these are purely imaginative and there are no relevant phrases in the official Lippo Plaza.
About the mall door God model success stories: Brilliance Huaihai 755, Hong Kong Plaza, no matter who catches Zegna, Lippo Plaza with two "gate" flagship store as the main store form does not seem to change. The industry believes that this is due to the fact that the size of Lippo Plaza is too small, with a single floor area of ​​just over 2,000 square meters, and it is difficult to increase the attractiveness of the brand portfolio.
The Victoria's secret was delayed four times - B1 to 3, Zegna dragged two - 1st to 2nd, nearly 60% of the area was won by the two, obtained a stable lease, the remaining floors need only be supplemented by a small amount Food, entertainment and other facilities can be.
Therefore, the commercial building is only 10,000 square meters. The three-story ground floor and the first-floor floor of Lippo Plaza are suitable for retaining the Shuangmenshen flagship store model, thereby creating a unique theme shopping center.
The Huaihai Zhonghua Road Bianhuai Huaihai 755 can be successfully transformed. It also benefits from MUJI's door-god effect and the brand portfolio of lifestyle-focused lifestyle themes centered around MUJI.
Below 30,000 square meters, it is common to adopt a two-door layout. In addition to meeting the characteristics of the above properties, the two door gods must face each other and complement each other.
The North Block of Hong Kong Plaza is home to two major American luxury brands: Apple and Coach. The South Block of Hong Kong Plaza is under the pressure of Tiffany and Cartier luxury jewelry brands.
Therefore, if Lippo Plaza takes the sexy goddess brand Vemi and the sexy male god brand A&F pairing, it is also a good match.
Failure cases: Shanghai Golden Eagle and 818 Square Libao Plaza do their main stores with the brand flagship store. They are similar to the dual gatekeepers of the GUCCI and BV China flagship stores at Nanjing West Road Golden Eagle International Shopping Center, but they are different. The latter is about 50,000 square meters, with 9 floors on the ground and 1 floor, and about 5,000 square meters on a single floor. The Shuangmeng God cannot pull the passenger flow on the same floor and in the high-floor floor, and has already dominated the main floor, causing the entire shopping center to be difficult to be aligned.
In general, the door-god model is only suitable for projects with long street length, infield width, small single floor area, and a small number of floors. It is not difficult to understand why the same door-to-soul model, Shanghai K11, Hong Kong Plaza, Huaihai 755 can be successful, while Shanghai Golden Eagle and 818 Plaza failed.
After the editorial A & F's young deputy line brand (unfortunately neighbors Raffles already has stores), but also a unique sexy style. In addition to A&F and Hollister, according to the analysis of the brand data center of the United Business Network, there are many fashion brands that are also ideal for introduction. For example, the international street fashion street retail stores HUF, Concepts, UNDEFEATED, VLONE, which are currently selected for the first store in China, Supreme, Mastermind World; Studious buyer shop; Gap Group's sports apparel brand Athletea; Canada Goose brand down apparel Canada Goose and designer brand apparel, Japanese life miscellaneous goods LOFT; Chinese apparel crocodile La Chapelle Group tried to acquire the French fashion apparel brand Naf Naf...
Due to the outstanding performance of Zara, Coach and Hong Kong Plaza's Gap in Shanghai Times Square, the international fast fashion big and light luxury brands and street fashion brands have also been favored, H&M, Zara Home or the US luxury brands Kate Spade, Sephora, etc. It will be someone who will spend it, and the people will wait and see.