Clothing brand "micro experience" model

For the different clothing brands facing the current market operating environment, how should we deal with it, and how can we enable companies to achieve better business entry points under this phenomenon? Recently, “small-scale commercial customer experience consumption” (abbreviated as “micro The "mode of experience" has gained more and more attention and has become one of the most important topics in business exchanges in the recent period.

The so-called "micro-experience" model is to transform the existing business model in which the enterprise is the core, through the company's own proprietary product developers and exclusive marketing channels, to the core of product development based on customer demand, and to use more. Facilitate and intimate customer groups to achieve brand interaction with customers, increase customer adhesion. If you simply describe it, you can understand that the original "bulldozer" is strongly promoted into "ant colony" type of small and dense resources encirclement.

British costume designer Tim Carter co-founded SESAME STORE (sesame) with his partner in 2011. Instead of marketing according to traditional business models through department stores and exclusive brand franchises, they set up “service stations” in various residential communities in London to purchase customers.

The guidelines set by these “service stations” are to enable buyers in this community to find SESAME STORE products within half a mile of any location. Then, they used the core of each “service station” to promote their products. In addition to printing and distributing traditional paper media advertisements and publishing outdoor advertising in the community, they also built their own App Stores to display their products. At the same time, according to the geographical location of the inquirer at this time, they will be provided with a nearest community store or “service station” address. The customer can then go to the store to try on the purchase, or call the “service station” personnel. Put the goods on try it on.

After two years of construction, SESAME STORE has settled in 82 residential communities in London, with a total of more than 370 community stores and "service stations" and 11 product centers. Some of the cooperative community stores gradually completed the supply of the entire store with the first few items. However, the operating cost per million pounds of sales of SESAME STORE products during the same period was only one-fifth that of similar companies. SESAME STORE, like its name, is small but huge. It uses the "product" after the "brand" approach to allow customers to get the goods available for tasting the most convenient channels, and through the trust of the product and then realize the emotional value of the brand.

Therefore, we can see that, whether it is the “fashion caravan” or the exclusive “service station” model of SESAME STORE, they provide consumers with another alternative and convenience. Consumerism, this approach no longer brings consumers closer to commerce, but lets businesses come closer to consumers. There are several key words that are the basis for their success under the "micro-experience" model.

Like the title of this article: the last 100 meters of the clothing brand marketing! The “micro-experience” era will allow brand companies to penetrate into the lives of consumers, with a view to analyzing the time and daily life characteristics of consumers through the “microscope” approach. Work needs, fashion awareness and even their communication style, dress habits, living awareness, activity venues, and more.

In a community where the cooperative shop is not covered or larger, the establishment of a “service station” of SESAME STORE through cooperation with home-owners and self-rental of residential rooms can greatly increase the number of “service stations” and also save a lot of marketing costs. expenditure.

SESAME STORE cooperates with self-employed small clothing stores in existing residential communities. According to different community store products, store area, and community composition, SESAME STORE offers different types of apparel products, making them SESAME. STORE's cooperation "service station". While deepening the customer's inner needs at the same time, it combines the core points reflected by customers and the products that can bring them experience effects. This is the essence of “micro-experience”!