I.T creates a value of more than 100 billion yuan with the mode of the buyer + collection store. The 5 stores of LCF create 700 million dollars in total sales for the whole year. They prove that niche marketing can also make big markets. In China, more and more enterprises and retailers are paying attention to the collection store mode. This is a retail mode worth exploring.

The collection store in China's apparel retailing industry is becoming a "hot" and sought after by the industry. I.T creates a value of more than 100 billion yuan with the mode of the buyer + collection store. The 5 stores of LCF create 700 million dollars in total sales for the whole year. They prove that niche marketing can also make big markets. In China, more and more enterprises and retailers are paying attention to the collection store mode. This is a retail mode worth exploring.

　　 The history of the collection store

In short, it is the integration of multiple brand products in a store to carry out a unified operation. The biggest difference between a single brand shop and a single brand shop is that the products in the shop come from multiple brands, and the products and operations are entirely operated by the store operators. The brand partners cooperate with the store parties in the form of selling, consignment or being represented. At present, there are four forms of collection store: multi brand collection shop, buyer's boutique collection store, lifestyle collection store and department store multi brand store.

Historically speaking, when it comes to the word "shop", we have to say that select shop is also a boutique boutique store. The boutique is a business model developed by Europeans, also known as high-end buyer's business. It refers to the selection of different brands of fashion, accessories, jewelry, leather bags, shoes, cosmetics and other merchandise together with the unique fashion concept and interest of the target customers. In Europe and America, this mode of operation has a history of nearly a hundred years.

The traditional retail industry is faced with a challenge that needs to be changed urgently. In the 1.5 market with more and more similar products, consumers are seeking extra value, such as an interesting experience, story and breath of life. They hope that the brand industry and retail industry can meet their needs. The metamorphosis of Europe and the United States began before World War II. Paris was the birthplace of boutique buyer shops. Its history can be traced back to the 30s of the last century. As early as 1929, French designer Lucien Lelong founded the first buyer shop. At this time, the independent boutiques and high-end boutiques began to emerge and develop rapidly. In the 50s of last century, boutiques began to spread all over the world.

　　在漫長的發(fā)展歷程中，以精品為主的集合店又延伸出各種主題類型的集合店，比如在美國1992年在美國成立的買手模式的女性百貨店 — Anthropologie(人類學(xué))，這間女性主題的百貨店內(nèi)集合了服裝、家居、飾品、鞋包、護(hù)膚品等，定位小眾但充滿創(chuàng)意，目前Anthropologie在美國已經(jīng)有100多間連鎖店;此外還延伸出各種生活方式類的潮系集合店，這種店鋪由創(chuàng)始人非常深的個人審美印痕，比如蜚聲全球的Dover Street Market，這個由日本設(shè)計師川保久玲創(chuàng)立的集合店，概念源自于她上世紀(jì)70年代倫敦游時對當(dāng)?shù)貨]落市集Kensington的印象，Dover Street Market店鋪完全是川大師個人審美及生活方式的一個落腳地;此外，在精選店的基礎(chǔ)上延伸出最多的主題性集合店就是潮牌集合店，如在比利時Clinic、倫敦的Good Hood、Foot Patrol、美國的opening Geremony、中國的i.t、source……

In the long collection store development process, there were also many collections of world-renowned stores, such as Neiman Markus (Neiman Marcus), Henri Bendel Henry, bang Du boutique, Barnes New York boutique (Barneys New York), 10 CORSO COMO, Maria Luisa,... Some collection stores have been among the top 100 retailers in the world.

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　　 Four categories of collection shops

1. multi brand store

Typical brand: I.T, Retro Gallery

The main area of shops is generally 300-1000 square meters. A clothing store brings together many clothing brands. The brand positioning focuses on the popular clothing market with distinct preferences. Each brand has its own clear positioning and customer groups, and there is correlation between each brand. Each brand has relatively independent and obvious space in the shop. Shop and brand is not the relationship of bunk lease, but one of buying, acting or consignment. The type of choice of goods in store is mostly in the shop side, not the brand side.

2. buyer boutique store

Typical brands: JOYCE, Barneys New York

From the name, we can see the location of such shops. The size of such shops is generally not too large. A clothing store also has multiple brands, many of which are luxury brands or potential non famous high-end brands. The highlight of this store is goods, rather than brands. Most of the goods are selected by the buyers of the shopkeepers or shops, though not necessarily all from the masters, but they follow the consistency of the shops. Store display is not necessarily a brand partition, but a product category as a partition. The starting point of the display is the correlation between products and products. Shops and brands are usually bought or consigned, and one of the agency relationships. The right to choose products in shops is entirely in the shop side, that is, buyers.

3. lifestyle stores

Typical brands: Dover Street Market, Colette

Lifestyle collection shop, also known as Lifestyle Store, locks a certain life style, and the product is all around this combination. Lifestyle shops generally do more than sell. Clothes & Accessories Products, but also push stationery, small pieces of electronic products, food and other daily life, complete the supply of a full range of lifestyle products locked into the consumer group, and even some lifestyle shops have launched hotels and coffee shops, which can be described as Total Lifestyle.

4. department store multi brand store

Brand name: Lane Crawford , NOVO

Such shops are generally referred to as "small department stores" in terms of scale. Although some of them have the characteristics of department stores in the business mode, for example, the salesperson of NOVO who is assigned to the brand is arranged by the brand rather than the shop side. However, because of the strong theme and the selection of goods, the shop area is not as large as the general department stores, usually in the form of store in store, and the area of 1000-5000 square meters is the main area. This kind of collection store has strong potential to promote the marketization of new brands. For example, Neiman Markus, a department store boutique set up in the US in 1907, was listed in the list of the first designers in 1938, including Christine Dio (Christian Dior) and cocoa Chanel (Gabrielle Chanel), Neiman Marcus. At that time, these designers who had already become the first line brands were just emerging in the design field.