Who Can Take The Lead In Hangzhou Shopping Malls?

In fact, in the global Window Shopping (casual shopping, only to buy) popular, in addition to Harold's department store, the British Oxford street Selfridges Searl rich department store, in 18 months, the 23 windows became a modern, exaggerated, luxurious, visual impact of the combination; New York Bergdorf Goodman Fifth Avenue boutique department store, all the windows are linked to the three-dimensional abstract oil painting, for the visual sense of the beautiful writing of the Shopping.

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Who can take the lead in the shop windows? In this business experience, we visited five stores and visited the little secrets in the window.

Experience report

Podolf Goodman Bergdorf (Goodman store)

Barnes New York boutique (Barneys New York)

Experience: Lake Yintai phase I

Time: around 4 p.m. on January 23rd

Located in the bustling business and tourism leisure area of Hangzhou, Hubin Yintai stage window brings together the world's big names.

Reporters circled around the lakeside Yintai phase 1 outdoor window, LV has not yet opened up, the brown exterior wall is wrapped tightly, and the neighbor GUCCI is on the side. "One of the most positive windows" is one of them. One of the huge windows is cut into three parts, with a blue coat, a bamboo shoulder bag, two pairs of shoes, and some ornaments and wallets.

Besides, window display of Cartire, Hermes, Prada and OMEGA is also quite new, but mostly for single product display. Some big brands will also mark prices in the cupboard.

There is a little story in the window. Ermenegildo Zegna. The reporter walked into Yintai, a brand similar to the men's cloakroom. It displayed shirts, suits, leather shoes, wallets, buttons and other accessories in the drawer. In a side window, the collar, scissors, measuring ruler and coil were placed together, which seemed to emphasize the importance of its hand-made brand image.

Commented: lakeside famous street has always been displayed on the image of tall and high quality. The natural beauty of the windows is gorgeous and beautiful. With the geographical advantage of West Lake, many tourists will be attracted to take photos outside the window every year.

Experience: the Mixc

Time: around 3 p.m. on January 24th

Reporters came to the Mixc to show the outdoor windows from the shopping mall to consumers. The display is not new.

After the evacuation of the Mixc's department store, the front gate of the 1 floor of the original department store is still closed, and the shops have a higher vacancy rate, so there is no window display.

Around the outdoor window, most of them only put up a few posters, such as MontBlanc, Jaeger Le Coulter, Longines and PERREGAUX. Each window displays a watch poster or brand logo to consumers, simple and crude.

Some brands, even with display, seem to be more perfunctory. For example, there are three packages on each side of the entrance to the Prada. In addition, eight jade articles are displayed in the outdoor windows of Zhongyi art, which are worth about a million, marking the origin, name and composition of the artworks. Zegna's showcase shows more than other brands, but the outdoor parts are not exposed too much.

In the Vientiane City, there is a strong smell of Spring Festival. The annual display of atrium is very joyful.

Many of the world's biggest display windows on the first floor match the Chinese New Year with strong Eastern color.

Tod's sets the backdrop of the window as a big red, silver white steel sheep is beautifully lit under the light projection. MontBlanc and Tod's have the same effect, putting traditional Chinese elements into the window, and displaying the brand of pens and watches in the red round window lattice.

Besides, the background of Cartire and Van Cleef & Arpels has used the scenery, but the keynote is still emphasizing product sales.

Comment: the outdoor window display in the Mixc is so tasteless. In my surprise, it is good to have many big cards backing up. Although the face is ordinary, but the inside is still material, I just don't support the door. I'm afraid the appearance Association will be separated.

Hangzhou Tower LV counters

Hangzhou Tower Hermes special counter

Experience analysis

speech

Nearly 40% of the customers first entered the shop because of the window?

How many customers can a beautifully designed window bring to customers? It has been reported that 37% of the customers first came in because they were attracted by the window.

"It's hard to quantify how many customers can bring in, but each brand has different ideas about the display of windows."

According to professional beauty Chen Shi, because the brand has different ideas for window design, there are differences in the launch.

Some commercial brands focus on product marketing. They highlight the products themselves in the window, while some brands focus on the shaping of the corporate image, which weakens the product.

According to the industry insiders, the release of new products needs to be announced through windows or advertisements. But with the rise of the Internet and the smooth flow of information channels, it is an indisputable fact that the attractiveness of windows to customers is declining.

Low rate of return, windows less outdoor advertising?

Whether it's a shopping mall or a commodity store in a window, it's hard to tell how many attractive people can walk into the mall every day or every month.

It is indeed a very difficult task to quantify the return rate of the display window. Nevertheless, the low return rate in the department stores is obvious.

In fact, many shopping malls have abandoned the idea of window display. "It's better to install an outdoor advertisement than a window."

In the eyes of some brand dealers, the practical role of window displays is no longer what it used to be.

Because the audience of the window is concentrated outside the shopping mall, the customers' stay time is relatively short, and the publicity effect is limited. Secondly, the cost of the window is not cheap relative to the outdoor advertisement of the same area. Third, the design of the window is restricted by many aspects.

"In the early years, there was a case of Hangzhou's domestic shopping centers throwing money into windows, but in recent years, with the downturn of the economic environment, the shop window was basically rented out by the mall to the brand side."

According to people in the shopping mall, the design of the window display is an object of advertisement, which is also related to the commodity attributes and promotion needs.

Big brands like LV, Dior and Hermes are all global vision creative teams, and local designers are unified.

According to the insiders of Mei Chen company, most of the styles and themes of the international brands are implemented uniformly. "The brand will be basically the same on the display of the theme of a season, because the idea is always in one continuous line, and of course, there will be some changes in the pattern according to the specifications of the specific window."

To be sure, the outdoor windows of LV and Hermes are worth a lot of money in the Wulin business circle. "This is the highest commercial rentals in Hangzhou. The large scale outdoor window brands in these areas must have very strong tenant capacity."

People from Hangzhou Shopping Center said.