Newlook Enters The Chinese Market And Opens Three New Stores In Shanghai

P, one of the fashion retailers in Britain, fast fashion brand New Look entered the Chinese market last month. Only three new stores were opened in the "a href=" //www.sjfzxm.com/news/index_c.asp "Shanghai" /a area.

"Fast fashion" brand is rapidly grabing the limelight of luxury brands.

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< p > early March, < a href= "//www.sjfzxm.com/news/index_c.asp" > New Look < /a > China's first store settled on the four floor of Mei Luo city, Xujiahui. The reporter saw at the scene that most of the clothing prices were between 100 yuan and 300 yuan, fashionable style, similar to H&M, ZARA and other brands, mainly for young consumer groups.

New Look also introduced advanced electronic screen fitting technology, can play some interactive games on the scene, also can help consumers quickly experience different styles of jeans.

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< p > Xu Chunhua, general manager of beautiful city, said that besides the original MUJI products, this year's introduction of New Look and earth and Lawrys farm are two fast fashion brands in Japan.

"The common characteristics of fast fashion and the city of beauty are young, fashion, fashion and LOHAS, which is the general trend of our future adjustment."

Xu Chunhua said.

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< p > there is media coverage that "a href=" //www.sjfzxm.com/news/index_c.asp "fast fashion > /a" has become a "fragrant cake". Its entry conditions have also risen, and even low rent, zero rent, and decoration fees have appeared.

Xu Chunhua did not approve of it.

He said that the rental of the mall is mainly based on the size of the store, and smaller shops generally assume higher rents.

"It doesn't matter if the rent is fast or not."

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Qi Xiaozhai, chief research fellow of Shanghai Business Development Research Center, said that the situation of subsidizing fast fashion mainly appeared in some new shopping centers. P

Fast fashion and catering industry has become the two hot spot of shopping center investment.

"Fast fashion prices are low, style refurbishment is fast, and are popular among young people, so they are valued by the market."

However, it is also necessary to prevent overheating.

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"P >" fast fashion market capacity is much larger than luxury goods, but a lot of shops may be overloaded at once.

In addition, fast fashion is mainly clothing, and also faces the competition of e-commerce. "

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Kimi Masaki, President of Japan's home life chain Muji, P, revealed that he hopes to expand to 1000 stores in China in the future.

On the eve of new year's day, Muji left 100th branches of the company in China.

UNIQLO, which also had strong expansion, opened its flagship store in Shanghai last year.

And H&M, ZARA and so on are new expansion brands that will almost be settled as soon as new shopping malls are opened.

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< p > "at present, Muji, H&M, UNIQLO, ZARA and so on have become the main stores in major shopping malls. The rental cost of these brands is very low, sometimes even near zero, for example, Muji is very NIMBY. It requires the shopping mall to give a layer of location, the store area is 900-1000 square meters, left and right, and the lease will take more than 15 years, otherwise it will not be stationed.

And shopping malls to attract MUJI products not only meet all their requirements, but also reduce the rent.

A person who has done investment consultation for Muji and others said frankly.

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< p > not only rent reduction, but also the main store can get the store decoration and so on.

Under such a momentum, "fast fashion" brand can naturally expand at low cost and high speed.

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Before P, Old Navy, the largest clothing retailer in the United States, opened its first store in China.

The Old Navy store in Jingan Temple covers a total area of nearly 1500 square meters, with three floors. It is divided into men's wear, women's wear and children's wear.

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< p > the exhibition stand at the entrance places a large number of models in a row, simulating the family's status, which makes people feel that this is a more practical family consumption brand.

In the children's clothing area on the third floor, there is an airplane model on the ceiling, with interactive toys scattered in the corner, trying to create a children's paradise full of surprises.

In addition, the price of goods in the shop is lower, and some T-shirts and accessories are priced at less than 50 yuan.

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< p > Old Navy has adopted a special evaluation method when recruiting salesmen. Its parent company Gap recruits a cool, good saleswoman who is good at American leisure, while Old Navy needs employees who look energetic and enthusiastic.

In the training session, they also invited professional actors to take acting lessons, so that the salesmen could learn how to use body language to enthusiastically infect customers.

In the classroom, the shop assistants also made up a dance for themselves. They planned to jump up the music from time to time in the store and let the customers join in the interaction.

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< p > but the development of fast fashion is not smooth sailing.

The European fast fashion brand C&A, the first flagship store in China, the C&A Huaihailu Road store, was officially closed in February 8th.

Prior to that, C&A also withdrew from the Xujiahui Hong Kong Hui shopping center.

At present, C&A has 7 stores in Shanghai, which are located in Zhongshan Park, Jinqiao, North Sichuan Road and Lujiazui.

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