Plants, sewing little purses, reading and drinking coffee... A brand in Hangzhou Couture In addition to buying clothes, there are still many things to do. With the rapid growth of e-commerce, the clothing store led by the entity store has been greatly impacted. At present, more and more businesses are trying to provide experiential services to create a relaxed and interesting shopping environment.

"Well, she went to the clothing store and I had something to do. It's better to sit in the lobby than to be silly. " In November 19th, Xiao Li accompanied her girlfriend to visit the brand clothing store, which had just changed the signs and changed the business mode. The new "cowboy kitchen" now provides "customized Cowboy" service, including trousers and vest, and all kinds of small pieces.

The store is no longer a mere clothing store. It seems that the number of clothes sold under cross border mashup is not so important.

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November 2014 2015-2020 year edition Chinese clothing shelf item feasibility study report 2015-2020 years edition Chinese clothing leather project feasibility research report 2015-2020 years tourism handicraft clothing industry market promotion and Marketing Strategy Research Report 123 "our idea is to keep the guests, the longer they stay in the physical store, the more likely it is to create value." The brand leader said. With such an idea, they even moved the sewing machine into the shop. "We can teach customers to make their own wallets."

This is not the first transformation brand in Hangzhou. clothing Shop. Last year, another brand clothing store was reloaded thoroughly, adding coffee bar, book bar and DIY self-service area. "Now, we have free WIFI in all flagship stores across the country. Stores that sell children's clothing will set up a children's play area to facilitate their parents. A person in charge of the brand told reporters.

Clothing store playing cross-border business is the impact of the two years' business and the breakthrough of garment enterprises. "Online trading is actually very complicated for clothing brands. The problem of price is hard to solve. So if you look at it, you will find that many brands only dare to discount products to online stores. An industry insider said: "traditional clothing enterprises also realize that strengthening physical stores is still the main way out, so we must rely on strengthening experience to attract customers. At present, the experiential shops that have been released for the time being are not too big to drive sales, but they exist as brand images and cultivate new customers at the same time.

There are also many people in the industry who say that the current clothing brands are Life experience Service is only a marketing tool to attract consumers' eyeballs. "Relying on the experience of the overweight line as a life-saving straw to reverse the recession of the garment industry can not solve the fundamental problem." "If the brand wants to grow and run for a long time, it should return to the essence of the retail industry and pay attention to the quality, service and stickiness of the consumers," said Wu Shiqi, director of marketing research at Zhejiang University of Finance and Economics and professor of marketing.