Can The Integration Of A&F And Offline Dual Channels Be Made?

According to the world clothing shoes and hats net,

Businessmen are embracing with a more open attitude.

Platforms, especially overseas brands, have opened new sales channels by entering the domestic e-commerce platform.

In July 26th, the US leisure brand Abercrombie & Fitch (A&F) announced its exclusive entry to Tmall.

Flagship store, A&F's men's wear, women's wear, children's wear and other classic series and Tmall custom line together.

At present, Abercrombie & Fitch flagship stores have sold 692 commodities.

Although the Abercrombie & Fitch flagship store has just started operation, it has used sales to prove consumer recognition.

According to the page of Tmall mall in July 27th, the first few sales of A&F clothing came from the Abercrombie flagship & Fitch official flagship store. A T-shirt with a price of 254 yuan was ranked first in sales, with a turnover of 293, while the top sales were men's clothing, so the consumer's enthusiasm for A&F was higher than that of women's.

Meanwhile, A&F officially launched its flagship brand in Nanjing West Road, Shanghai, and Tmall Logo has been posted on the shop window.

The cooperation between A&F and Tmall is not the first time. As early as 2014, the youth brand Hollister of the group has been exclusively admitted to Tmall, and its sales volume has been growing for three years.

According to the Hollister Co official flagship store's page information, there are 1279 kinds of merchandise sold, including men's wear and women's wear, accessories and even perfume.

Compared with the smooth development of online channels, A&F's trip to China is not smooth, and the exploration of offline channels has been blocked many times.

As early as 2011, the brand has begun to target the Chinese market. In the middle of Hongkong, the big flagship store, which is four story, has become a favorite of consumers by sex marketing. However, it has not lasted for a long time.

At the end of 2016, A&F announced the closure of its first store to enter the Chinese market. The company announced that it needed to re adjust the brand positioning and conclude the lease that originally signed in 2019.

According to public data, according to incomplete statistics, since 2013, A&F has closed more than 220 stores and has gradually withdrawn from the Hongkong market.

In order to meet the needs of consumers, A&F has been trying to change its image to change its business status.

Since 2015, A&F's clothing has become a more tolerant and gentle dress style from its past sexy and rebellious style.

Currently A&F CEO Fran Horowiz bluntly said that the brand is in pition.

As for the pformation and regression of brand positioning, Fran Horowiz said that sexy is part of brand brand. Although the sexy elements of the brand are different from the past, consumers have changed a lot in the United States and even around the world. For the Chinese market, the brand needs to grasp the trend of this change and regress the favor of the youth group.

This time, A&F's entry into Tmall has also been seen as an important attempt for A&F to expand its new channels.

Fran Horowiz said it hopes to better understand Chinese consumers through Tmall, take the big data accumulated on Tmall as an important driving force for the next development of the brand, and take the consumer's big data as the basis of location selection for the offline stores in the future.

At present, A&F has 10 entity stores in China and a abercrombie.cn online shopping website.

Insiders said that although the physical store is still the primary sales channel and growth point of the brand, the electricity supplier channel has already become the direction of force, while the integration of online and offline channels will bring new opportunities for A&F in the pition period.

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