President Lian Crawford Detailed The Experience Of Managing Boutique Shops.

The small shop founded in Hongkong in 1850 is the originator of the Department Store buyer's shop. With the economic take-off in Hongkong for more than 100 years, it is in China.

In the era of upheaval, the industry has taken the lead.

Retailer.

According to the world clothing and shoe net, as early as 2000, lac Crawford entered the mainland market and adopted the franchise mode to introduce high-end brands into the mainland, but the timing was not ripe.

In 2007, Lane Crawford opened the Financial Street store in Beijing.

At that time

The number is around 600, of which more than half are for the first time in the Chinese market.

In 2013, Lane Crawford returned to Shanghai and reopened the flagship store at the east end of Huaihai Middle Road, which is also the two expansion of Lac Crawford in the mainland market.

In order to read the mainland market, LC has been working hard for more than ten years.

Now, Lane Crawford has ten specialized stores in Hongkong, Beijing, Shanghai and Chengdu.

With the unique wholesale business mode and direct cooperation with the brand, the franchise mode of the shop in the market is avoided.

And use the "buyer mode", that is, the buyer team as the core of retailing, independently purchasing goods and redesigning the combination, independently conducting the layout of the store environment, and freely integrating fashion, design, art and music elements.

And develop personal service area to provide customers with the most personalized shopping experience.

What is important is that they guarantee that 40% above is sold exclusively in local stores.

Today, there are more than 1000 high-end brands in lien Crawford, which has been growing for two consecutive years. Lian Crawford attributed the growth of the mainland market to the consumer buying behavior. They are moving away from the imported designer brands that are widely distributed all over the world. At the same time, they are friendly to Asian and Chinese brands and are also popular with leisure sports brands.

Andrew Keith, President of Lian koff, said: "in just three years, the number of Chinese designer brands sold in the stores has increased dramatically.

At present, including fashion, accessories and household products, the 20% brand is from Asia.

This proportion will increase to 50% in the future, which stems from the great improvement of the professional ability of Chinese designers, and can resonate with local consumers in tailoring, production and aesthetics. Of course, the biggest advantage is the ability to understand the essential needs of consumers.

In recent years, Lian Crawford has launched a series of cooperation with many artists and designers.

In 2016, Linda Crawford first launched an exclusive line with C/MEO COLLECTIVE. C/MEO COLLECTIVE, with its unique prints, high quality fabrics and simple bold profiles, portrays its fashionable, bold and independent brand image.

Ingenious design and high practicality make it popular among celebrities and fashions.

Ports 1961 X link Crawford joint series

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In 2016, Ports 1961 launched a joint series with lincford. In this series, Natasa Cagalj, director of Ports 1961, maintained its consistent style. This is a balanced series.

The balance between formal occasions and casual occasions, between vigor and grace, between simplicity and riches is the key to this series.

The Chinese designer brand Helen Lee, Particle Fever and The Woolmark Co. and co Crawford cooperate to design the capsule series with Sport x Fashion theme.

The following is an interview with Liu Yuying, President of Andrew Keith and vice president of Greater China in recent years, detailing the experience of boutique shops.

Carver President Andrew Keith

Q: what changes have been made to consumers in the mainland market during the 10 years when link Crawford entered the mainland market?

Andrew Keith: Mainland consumers used to chase more big names, but now they are more and more confident in their taste and understanding of fashion. They will find some special brands themselves, and even some brands that have not yet been sold in Chinese market.

They didn't know much about what they liked before. Now they know more about themselves and the market. They will choose something that has personal style and find a new way to express themselves.

This is exciting news for us, because it means that you can bring more niche brands to this market.

Q: how can we successfully manage a boutique buyer shop?

Andrew Keith: first of all, find a good place.

There are many elements that are important in this market, but the location is particularly important.

For us, a good place means that we can express our brand very well, create some unique things there, and inspire consumers to experience.

Another point is the differentiation of product categories, to ensure that the brands and products you buy are unique and exciting, and can be distinguished from other stores in the market.

Chinese consumers now want different products and experiences. They have their own taste for luxury goods and lifestyle. So it is very important to bring these needs into store.

Of course, you also need to cooperate with a good visual display, to better show the fashion trend, to provide customers with a comfortable shopping environment.

The use of talent is also important.

Fashion retailers need enthusiastic employees. You need to provide them with training so that they can understand the importance of service and sales.

At the same time, we need to contact more creative social groups, such as schools or other educational institutions.

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Question: in terms of visual merchandising, there is a lot of experience that LC can learn from the industry. How do you see the role of visual merchandising?

Andrew Keith: we are not just selling products. We also have wonderful stories to tell.

Therefore, we want to show the best brands in the world and bring them to China.

We are fortunate to have a very good and creative team. They are also inspired and inspired by such a platform.

Lian Crawford provides a lot of space for visual display to create spatial stereoscopic visual effects.

In all our stores, the core is visual merchandising. Visual merchandising is not a simple retail strategy. Retail strategy always puts retail in the first place, right? For example, whether the best location should be given to a cosmetic brand, or to a store or a hot product.

Liu Yuying, vice president of Lian Kai Fu Greater China

Q: what do you think is the difference between the three cities of Beijing, Shanghai and Chengdu?

Liu Yuying: the shops in Shanghai and Chengdu are new stores compared with Beijing stores. They have great potential for development and grow very fast.

Beijing stores have been open for 10 years, and consumers and markets are relatively mature and stable.

From the consumer habits and preferences, the three markets are also quite different: consumers in Beijing tend to be more comfortable and practical in wearing, and more pragmatic.

Beijing consumers are more fond of classic brand and classic design, but in recent years, we have seen more and more consumers start buying new brands and trying new styles.

We find that customers in Beijing are becoming more and more young and diverse in fashion.

As a collection of luxury brands, Shanghai has a large number of stores and all kinds of buyers. Consumers also know very well about the purchasing channels.

LCF Shanghai store customers care about the quality itself, including material and details.

In addition to wearing special occasions, daily attire is mainly low-key and casual.

Chengdu people love life, have a strong sense of consumption, and are willing to buy their favorite clothes.

The average age of customers in our Chengdu store is small. They pay more attention to the shopping experience and process, and pursue the beauty more and more, and pursue the taste of life.

In terms of clothing, consumers in Chengdu will value the design, type and fabric of clothing. They will also be influenced by obvious or implementing bloggers, willing to try all kinds of brands recommended by them, even if they are unfamiliar brands.

Lian Crawford sees the difference in different places, so when choosing a brand, it will suit the local conditions, and will match the market activities according to three different customer needs, hoping to bring the most suitable product choice and shopping experience for local consumers.

Q: now consumers are no longer eager for big logo, but they are small and well designed products.

What changes are taking place in consumer awareness?

Liu Yuying: consumer awareness is changing.

So now we not only introduce the top designer brand, but most importantly, our buyer team will go to different showrooms and showroom to find some niche designer brands.

Many of the niche designers grew up from lac Crawford, and then they started their own specialty store, which was welcomed by many guests.

So I think our buyer team is the top of the industry because they look for possibilities from every corner.

Q: as a boutique buyer shop, how does lac Crawford adapt to the change of Chinese consumers?

Liu Yuying: during the ten years when LC Crawford entered the Chinese market, we found that the concept of luxury goods has changed greatly through constant observation and understanding of consumer behavior and psychology.

Ten years ago, people mentioned that fashion luxury might be limited to LV, Chanel or Herm s. But now our customers are more individualized, and more and more discernment, no longer blindly follow suit, return to rational consumption from conspicuous consumption, and not only pursue expensive price tags.

They began to pay attention to the spirit and connotation of brand communication, looking for brand ties with them, and values driving consumption.

Based on these changes, lon Crawford first adjusts the structure of his product continuously.

As a 167 year old boutique, Lian Crawford continues to search for the world's top fashion items. It enriches the product mix by constantly adding niche designer brand and new design forces at home and abroad, so as to meet customers' diversified and personalized consumption needs.

Our buyer team goes to the fashion week every year to pick up the new fashion products of the new season.

In recent years, apart from the familiar international designer brand, our buyers will also go to the world's brand exhibition hall to bring you many cutting-edge niche designer brands.

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Q: in the era of consumer led consumption, how does lac Crawford store establish and maintain its relationship with consumers, especially VIP?

Liu Yuying: at the beginning of his creation, lac Crawford set up the position of personal image consultant, which is one of our very distinctive services.

Each of them has been strictly screened and trained. According to the customers' complexion, hairstyle, body, occupation, lifestyle and personality, they can arrange and arrange from nearly 1000 brands to recommend the most suitable overall modeling plan for customers.

Many of our customers will make an appointment with their exclusive personal image consultants before attending activities or important appointments, and come to the store for advice on dress matching, then confidently participate in the activities.

After close contacts in the past ten years, many customers have established a deep friendship with lac Carver's personal image consultant, who has become a good girlfriends in private.

In addition, the company will conduct interactive activities with customers to get a better understanding of customers' needs.

For example, we will organize theme Mei Yan Hui activities, activities such as mother's Day Flower Festival, Valentine's day, DIY candles and other offline activities to enhance interaction with customers, and also to narrow the distance between them.

At the same time, as the millennial generation has become the main force of consumption, in order to meet the needs of these young consumer groups, we have also launched many cooperation with celebrities and fashion opinion leaders in recent years to enhance their seamless communication with the younger generation through their influence.

Q: some analysts believe that the advantage of big data is the trend of the future. What do you think?

Liu Yuying: it is indeed a trend to make use of big data to assist sales.

As I mentioned before, we will do a lot of consumer market research, based on the collected data, combined with online sales data of Lian Crawford, and provide it to the Carver's buyer team and personal image consultant team.

They will refer to these consumption trends, and combine years of experience and fashion taste to pick up the single products that are in line with the current fashion trend and choose the brand to join the Crawford.

These data also have implications for the development of market activities.

Although the big data analysis of electric power providers can provide a lot of sales help, I think the most important thing in the offline sales process is to provide personalized advice on the basis of customer needs in the process of people-oriented communication. The high-end shopping experience can not be replaced by the high-end shopping experience.

The change of consumer interest has led retailers to turn to more Chinese brands, enrich commodity portfolios and reduce dependence on mainstream international brands.

In the view of Andrew Keith, the Chinese brand, though it started late, it has begun to show its head in the global fashion stage.

In addition, the designer's professional ability has also been greatly improved, and it can resonate with local consumers in tailoring, production and aesthetics. The biggest advantage is the ability to understand the essential needs of consumers.

According to Keith, retailers are usually very choosy when choosing new brands, and are very demanding in terms of clothing technology and other standards.

In recent years, the quality of Chinese designer's works has been improving continuously. Some brands have been able to match the mainstream brands. In 2013, lac decided to introduce a group of Chinese independent designer brands for the first time. They were: Ms Min (Liu Min), Chictopia (Liu Qingyang) and Helen Lee (Li Hongyan), and in the following year, supermodel Lv Yan's personal brand Comme Moi was introduced.

Because these cutting-edge brands are completely unfamiliar with the global wholesale market, Lian Crawford needs to provide a lot of help and support for brands in terms of sales, product development, pricing and supply management.

Chinese designer brand is getting better and better. Keith did not disclose the sales and growth of any brand, but he pointed out that Ms Min has become one of the pillar brands of lickford fashion women's clothing.

Not long ago, lynchford carried out a "tribute to the future" Chinese designer dinner, including dozens of designers, including Lv Yan, Wang Feng Chen, Chen Xuzhi, Yu Wanning (Evening Yu), Lei Liu Shu and Jiang Yutong, Li Yushan and Zhou Jun (Pronounce), and talked with lynchford's brand, buyer, communication and retail team.

"Many people want to try something new and brand new.

And the brand we choose to do, for example, Chloe, we will not enter more than 200, we only pick fifty, these fifty are our lien Crawford guests.

Personal image consultants can combine different brands of single products, and we like to provide diversified choices.

This is our characteristic. "

After reinventing the brand, Lian Crawford used the buyer system and personal image consultant to bridge the gap between consumers and designers.

Consumers no longer have to pay for the card. This is not just the sales figures.

It creates a consumer system with the right to speak, which is a trend in the wave of China's consumption upgrading.

And what he can get from it is to present a complete set of fashion selection mechanisms that are trusted by consumers.

More interesting reports, please pay attention to the world clothing shoes and hats net.