In recent years, the performance of some fast fashion brands has declined, and the closure of stores has become the norm.But the Italian brand Brandy Melville (hereinafter referred to as BM) goes up.After entering Shanghai, at the end of May this year, BM opened another store in Sanlitun, Chaoyang District, Beijing.A reporter from China Business Daily visited and found that even if it was a working day, the store was still surging.At the end of the end of the new brand, can this popular situation sustain?

BM Beijing First Store Sanlitun Taikoo Li Store opened

In recent years, the performance of some fast fashion brands has declined, and the closure of stores has become the norm.But the Italian brand Brandy Melville (hereinafter referred to as BM) goes up.After entering Shanghai, at the end of May this year, BM opened another store in Sanlitun, Chaoyang District, Beijing.A reporter from China Business Daily visited and found that even if it was a working day, the store was still surging.At the end of the end of the new brand, can this popular situation sustain?

Passenger flow surging bag raising rate is high

The news of the opening of BM Beijing Sanlitun Store exploded social networks.Recently, a reporter from the China Business Daily visited and found that even if it was a working day, the passenger flow in the store was still unabated. Long dragons were arranged in the test room. Many consumers came out with a black shopping bag.Why does the opening of the new store attracted so much attention?

The passenger flow of working days does not decrease

“Price, simple and stylish styles, and not easy to hit shirts, it is very suitable for young people to buy.” Miss Wang, Ms. Wang told the China Business Daily reporter that when she saw a blogger on Xiahongshu, a BM Beijing first store opened. She decisively came to choose to choosepurchase.

The reporter noticed that the price of T-shirts, shorts and other items in the store is between 100-300 yuan, which is more matched with the economic strength of young people.

The biggest feature of this brand is the “One Size Fits Most” (suitable for most average) strategies.It is reported that the actual size of the brand’s product is equivalent to the usual XS to S code, or No. 0, which is obviously not suitable for most people.

BM clothing size is all

“The size is ONE SIZE. Come and try clothes and have the motivation to lose weight.” Ms. Wang said that some friends around me used to put on BM’s clothes as a showing capital.

It can be said that the BM tailored for thin girls is not only a brand, but also a dress style with high discussion on social networks, referred to as BM wind.

Public information shows that BM was founded in Italy in 1970, but the brand style is a typical US California girl style.In 2009, BM opened the first retail store in the United States and began to expand. Currently, there are about 100 stores worldwide.

It is worth noting that this low-key private enterprise has not disclosed the income situation so far, but in 2014, the British “Financial Times” quoted analysts that BM’s annual sales have reached $ 125 million, and the annual sales growth has reached 20%-25%Essence

Word of mouth communication trigger social fission

The “secrets” of the rapid rise of some emerging brands at present lies in the application of new Internet media and channels. These new media innovate users’ contact, interactive forms, and product experience.With the increasingly biased marketing information environment of the current marketing information information, some KOL (social media opinion leader) or KOC (key opinion consumers) become an important hub between brands and users.Although BM does not have too many physical stores in China, its unique style has stimulated users such as celebrities and KOL to actively spread.Essence

It is reported that from foreign Kendall Jenner, Hailey Bieber, to Ouyang Nana, Song Yanxuan, and Song Zuer in China, they are all BM customers.This allows the brand to have discussions on domestic social media such as Xiaohongshu and Douyin without advertising.Therefore, this time the BM new store opened, fans all went to the store with a high enthusiasm.

China Business Daily reporters noticed that in the store, KOL has made live broadcasts.Some Kol said that through BM heat, it also increased the traffic.

In addition to social media marketing, only a size strategy is actually set up, which is actually BM’s smart business strategy.From the perspective of the industry, the complex clothing size and massive SKU have always been the management problem of the clothing industry, which has also exacerbated the brand’s inventory problem, and the inventory directly affects profits.The fixed size of one -size -fits -all actually reduces brand production and management costs, which also allows BM to maintain a low price, which is in line with the consumer demand for young consumer groups.

Can the hot situation continue?

It is undeniable that BM’s current popularity is very high, but many fast -moving brands, which are widely sought after by young people, are gradually lonely.

The American Youth Brand Abercrombie & Fitch began to have a decline in sales of the same store around 2009. In the fall of 2013, Piper Jaffray reported a survey on American youth women.The second and third are ranked above.In 2017, the brand lost money for 16 consecutive quarters, and was almost forced to the “corner”, and almost reached a step of being forced to sell.

Fast fashion brand Forever 21 has also launched a large number of “short -tight” products, but the typical California style and a large number of exposed jackets are not welcomed by Chinese consumers.In the end, Forever 21 exited the Chinese market and went bankrupt to “sell”.

From the perspective of the industry, the aesthetic and fashion needs of young consumer groups are constantly improving.They have immune to a variety of styles and low -quality products.

Basic models, average, and cost -effectiveness to become BM labels

So, will BM be the next Forever 21?From the perspective of the industry, although the price and fast fashion are flat, BM is more unique than Forever 21, ZARA and other fast fashion brands.”Although consumers can also find basic models such as BM in Forever 21 and ZARA, the characteristics of fast and fashion make it difficult for the brand to focus. BM conveys a unified brand style and creates a very infectious brand atmosphere, allowing a brand atmosphere to make it allows to make a very infectious brand atmosphere.Consumers draw the brand directly with such retro sweet styles.

The industry generally believes that personalized, scarcity, cost -effective, and can seize consumer psychology. This is the advantage of BM different from other fast fashion brands.

However, while BM is popular, some netizens have also expressed dissatisfaction with the brand.”The quality of quality is extremely poor, either the printing of the color or the ball.” “The marketing is relatively powerful.