This article is from WeChat official account:CEO brand observation (ID: new_shop_) , author: Pan da Chan, the original title: “In order to attract For female consumers, this collection store has 16 life scenes to sell goods…”, head picture from: Visual China

Simply buying and buying is no longer enough to satisfy consumers’ desire to enjoy life. Nowadays, better physical stores are selling lifestyles for specific consumer groups.

With the upgrading of consumption, the simple and rude marketing of the past can no longer retain consumers. They are eager to have a more immersive and interactive consumer experience.

In recent years, when it comes to shopping experience, scenes seem to have become an inevitable topic. That is because high-quality shopping scenes can create an unprecedented sense of intimacy and connection by creating a cohesive experience that surrounds consumers in all directions.

IéNA, a classic Japanese women’s clothing brand, opened a large flagship store Maison IéNA in Jiyugaoka, Tokyo on the occasion of its 25th anniversary. It distributes product categories into 16 life scenes of women, which is not only popular with local female consumers, but also becomes a check-in destination for domestic business elites.

1. 16 consumer scenes, corresponding to women’s “16 things they want to do”

Maison IéNA is a three-story building covering an area of ​​approximately 990 square meters.

The flagship store is divided into 16 distinct areas with the theme of 16 things to do for women living in the 16th arrondissement of Paris. In addition to the display space of the brand’s own clothing, there are also many “shop-in-shops” planned in the store. From waking up in the morning, baking cakes, making coffee, making friends during the day, to watching movies, dating, bathing and changing clothes at night, all related products can be found in the store.

1st floor

There are four scenes including BAKERY, BASIC WEAR, FLOWER SHOP and FRAGEANCE.

For BAKERY, there is a bakery in Japan for the first time. This is a new brand developed by the famous French bread master Christophe Vasseur; and BASIC WEAR focuses on “wear only clothes you want to wear”, selling brand IéNA clothing; FLOWER The SHOP part is the flower shop of Jun Hamamura, a Japanese floral designer living in Paris; the FRAGEANCE scene is the “Kimura Glass Shop” with the theme of “passing gratitude”. In addition to tableware such as goblet, it also sells JMO< span class="text-remarks" label="Remark">(Master John), Australian organic Grown Alchemist and other cosmetics, perfume, stationery, knives and other small gifts.

▲BASIC WEAR scene

Second floor

There are six scenes including LITTLE BLACKDRESS, TRAVEL, BASQUE SHOP, POP-UP / NEWS, GIFT, and STATIONARY.

▲LITTLE BLACKDRESS scene

This floor mainly sells basic and popular styles of clothing: there are small black dresses on display such as RED VALENTINO, KAREN WALKER, Repetto, BRANDMAIR, as well as SAINT JAMES, Le minor, WEAR THE PHILOSOPHY, KORAL, Levi’s, etc. Class items.

▲GIFT scene

In addition, apart from the sale of small gifts, many well-known clothing brands also choose to open flash areas in POP-UP / NEWS to test the market.

three layers

The six scenes SPORTS WEAR, BAG, SHOES ACCESSORY, TRED WEAR, DEMIN BAR, ROOMWEAR INTERIOR, KIDS WEAR are all here.

▲SPORTS WEAR scene

It mainly deals in casual homewear, sportswear, children’s clothing, and new products that are not displayed in existing stores. There are not only counters for Adidas and Nike pure white sneakers, but also Japanese children’s clothing brand arch & line, and second-hand market clothes such as SWAP MEET MARKET.

Of course, the more eye-catching is that baycrews first launched a children’s counter with the theme of “Unconditional Love for Children”.

In order to reflect the diversification of functions, there is also an open outdoor balcony on the third floor. Here, customers can relax while holding the bread they bought on the first floor while holding a drink, chatting with family and friends.

▲TRED WEAR scene

Obviously, this collection store is not simply selling merchandise, but spreading to female consumers 16 ways to become elegant and independent women.

In addition, Maison IéNA is committed to providing an interactive consumer experience for target audiences through 16 scene settings. On the one hand, this is more for consumers than simply selling goods. Unforgettable memory; on the other hand, it can also establish a deeper connection with consumers.

Second, focus on women: the way of selling health, reaching different age groups

In the past, consumers went to offline brick-and-mortar stores to consume, thinking that the goods are rich and the brand blessing in the store is a good shopping experience. Nowadays, with the upgrading of consumption, “picky” consumers believe that a high-quality shopping experience will go from good quality to whether it is more suitable for me, whether it belongs to my style, and whether there is a good experience direction change.

In Jiyugaoka, Tokyo, the corresponding consumer groups in this area have very high requirements for the quality of life. Therefore, choosing to open a store here is not only to sell goods, but also to be close to this type of consumer group to better convey the brand concept.

After all, this type of consumer group not only has financial ability, but also has a certain life experience, and the choice of products is more in accordance with their own inner judgment. One of themOnce the concept conveyed by the brand is recognized, long-term communication and high stickiness will be established with the brand.

In addition, in Japan, the IéNA brand has been established for a long time. At the beginning, it was only a clothing brand serving white-collar workers. After that, many of the brand’s “iron fans” were married and had children.

In this context, IéNA believes that only targeting single white-collar workers will limit the room for brand sales growth and make it difficult to expand the brand image. Maison IéNA was opened to focus on white-collar women who are getting married and having children, hoping that loyal fans of the brand can continue to follow the brand through different stages of life.

It can be seen from Maison IéNA that, different from the pan-lifestyle advocated by MUJI,it “narrows” the lifestyle it sells, focusing on women, and revolving around “women’s daily “Real life scenes” form themes and product experiences, making consumers’ lifestyle experience more focused and daily.

In addition to the 16 scenes of the collection store, we can also see that in addition to the richness of the scenes, this store has also worked hard on the group research behind the scenes-like a full-life-cycle apartment Similarly, its age span has also touched different periods of life such as female consumers, student girls, white-collar workers, marriage and children.

Geographical factors and the difficulties faced by the brand have made Maison IéNA not only an experience store focused on selling lifestyles, but also a female growth store, providing women in the new era with a new worldview and life attitude.

Three, summary

Scenarios and experiences have become inherent needs of contemporary business.

The store type Maison IéNA derived from IéNA and the lifestyle it spreads have become a great example of experiential marketing. It not only considers the functions and features of the product, but also considers the needs of customers, such as how to get experience from the experience of consuming products and services, and the feeling of the whole lifestyle related to selling products.

In China, everyone seems to be building collection stores through so-called “lifestyles” such as culture, style, and passing time, but the result is the same “four differences”. The reason is that there is no precise positioning of the target consumer group and the brand itself. The current consumer groups may not like luxury brands, because they care more about whether the products conform to their own style, but also the texture of the products and the brand culture behind them.

Therefore, only by truly starting from the consumption scene of the target consumer group and constructing the consumption experience at multiple levels can it stand out in many stores that focus on “lifestyle”. Otherwise, the road to future development will be difficult.

The source of the internal text image: brand facebook, Instagram and new retail cases, this article is from the WeChat public account:CEO brand observation (ID: new_shop_) , author: Panda Chan