The extension of the clothing industry chain-is only the coffee shop the first choice?

Guide to Jiaxiang: the LA CAF coffee shop of Napajia women's wear in Beijing's Oriental Xintiandi has become a leisure place for consumers; China's first TEENIE WEENIE CAFE coffee shop also attracted a lot of attention when it opened in the Hangzhou department store. Is it possible that only coffee shops can become the choice for clothing stores to operate across borders?

A "coffee battle" is under way, and clothing brands seem to have found another way to break through the retail dilemma-the experience of "clothing + coffee" is more and more well received by the market. LA CAF Cafe, a women's wear shop in Beijing's Oriental Xintiandi, has become a leisure place for consumers, and China's first TEENIE WEENIE CAFE coffee shop attracted a lot of attention when it opened in the Hangzhou department store. Is it possible that only coffee shops can become the choice for clothing stores to operate across borders?

In fact, the cross-border operation of clothing enterprises is never a rare thing. After the development of the clothing industry, many enterprises will choose to cross the border, or even join a variety of industries far away from their own industry, such as Shanshan investment in lithium-ion batteries, Youngor into the real estate industry, hundred trousers industry to develop cross-border e-commerce, and so on.

The reason why clothing stores are keen to open coffee shops is that "coffee with you" has become a common way of cross-border operation in the industry. Many clothing enterprises, especially the big-name clothing enterprises with quite style and quality requirements, have set up cafes to transform brand stores. At a time when physical sales are not as expected, this approach has become a good way for enterprises to attract consumers.

Earlier, Gucci opened a cafe on the ground floor of the Gucci Museum in Florence, Italy, where visitors and tourists can order freely; Herm è s House also provides customers with paid champagne and coffee desserts; journalists have tasted free coffee and drinks in Ashton stores.

According to the analysis of people in the industry, this way can enhance the diversified services of brand stores and get closer to the relationship with customers. According to reports, more and more clothing companies are advocating the way of starting cafes in brick-and-mortar stores, which is likely to become the mainstream business project in the future. As an extension of the industrial chain, clothing stores provide leisure places suitable for consumers, such as cafes, which can not only enhance the attractiveness, but also generate income for enterprises. Such being the case, wouldn't it be better to create more experiences with corporate characteristics?

There can be more forms of cross-border clothing, such as Chinese-style clothing companies can promote tea ceremony in brick-and-mortar stores; Shaoshu or fashion men's clothing brands targeting young people can open DIY studios to allow consumers to create creative graffiti; brands that focus on sports outdoors can also create mini sports areas in stores to enhance consumers' sports and entertainment experience.

In short, under the premise of being close to the brand positioning of enterprises, cross-border management can also extend more unexpected ways for consumers. The added value of this kind of cross-border operation may be higher and more worthy of enterprise investment.

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