Sophie & Stephie Subvert Traditional Clothing Industry

Current domestic Garment industry The market is in a period of deep spanformation. When many famous brands and listed companies are busy cutting stock and making great efforts to enter e-commerce, the fashion women's brand Sophie, Stephie & Stephie, from New York, set up shop under the new online and offline integration mode. The first Internet O2O fashion concept flagship store opened in the morning of July 12th in Yintai in88 shopping center, which brought a more advanced, more efficient and more fashionable new business mode for the apparel industry "Internet +".

The most popular video live broadcast is to sell.

　　 Sophie & Stephie (hereinafter referred to as S&S) Wangfujing's Yintai flagship store opened on the day of the Chinese and foreign supermodel show. It was broadcast live by S&S brand's parent company and the first luxury electric business website Fifth Avenue in China. Fifth Avenue's official APP, Tencent video and live broadcast were synchronized, and nearly one hundred thousand people watched it online. Consumers who have not been able to see the show can watch the video live while purchasing the official APP on Fifth Avenue, which is being promoted by the mainstream luxury brands in Europe. In China, S&S is the first fashion fashion brand to try it.

"At present, China's clothing industry is facing a great change. The traditional entity stores have been hit by the Internet, and there is a serious lack of customer traffic, resulting in a large number of shopping malls and stores closing. But the" golden period "of online online stores has passed, the electricity supplier is turning point, and there is a lack of users, lack of credit and user growth. S&S brand founder, Fifth Avenue luxury network CEO Sun Yafei (Sophie) said, "S&S is the integration of online and offline, the physical store is the S&S experience center, increasing consumer awareness and loyalty to the brand; the Internet is a tool to pay and order, improve the efficiency of the purchase. Online and offline integration of O2O is the inevitable trend of future electricity supplier development.

Merging online and offline to create new business opportunities in garment industry

S&S is the self appointed brand of Sun Yafei and Sun Duofei, the two female founders of the luxury goods network of New York. They signed a contract with the new designers in New York, advocating the design concept of simplicity, elegance and femininity. The typical American fashion style has won the popularity of many celebrities, CCTV as the red anchors, and has been widely disseminated in social media such as micro-blog and WeChat. It has become one of the most popular fashion brands of China.

After nearly three years of polishing, the brand has become more mature and more popular. When more and more brands are avoiding the physical store, when they enter the electronic commerce in large scale, S&S, a deep fashion brand with internet gene, is against its way. It launched the first o2o concept store in Yintai, Wangfujing, and is also preparing to recruit franchisees nationwide. The first phase of the launch is the launch of 50 cooperation partners. Stephie, co founder, said that this is not "going back to tradition" against the trend but using the advantages of physical stores perceived and brand recognition, and then grafting the advantages of high efficiency of the Internet. The introduction of this online and offline fusion O2O fashion concept store "is more in line with the current consumption concept of young women, and will also bring new opportunities for fashion consumption."

Chinese economists believe that China's industry is driven by the concept of "Internet +", while S&S is the product of combining the clothing industry with the "Internet", representing the future of the garment industry. The O2O mode enables consumers to buy and switch at any time or anywhere, whether in physical stores or online shopping centers. They have more degrees of freedom, improved efficiency and better after-sale problems. You can watch the show on the Internet and buy it in the circle of friends, that is to say, satisfy the mentality of consumers in the net red era.

Subversion of traditional solutions Apparel Retailing Pain spot

In traditional Chinese clothing industry, the marketing cost and the channel cost are many, the stock is serious, and the design ability is limited, and the supply chain capability is weak, which makes the style renewal slow, so that the Chinese clothing brand always has a very short distance from the "international influential brand". At the beginning of its brand development, S&S comprehensively reformed the traditional outdated supply chain. In the upstream, it adopted the joint development style with the designers, the middle reaches and the mature brand partners cooperated to buy out the clothing format, and downstream with a number of high quality manufacturers that made OEM processing for the first tier foreign brands, and realized the rapid shipment of small quantities, optimized the supply chain comprehensively, established the S&S's fast fashion, heavy design and high quality characteristics, and gained the word of mouth of consumers and friends circle, and soon became famous, and gained the popularity of a large number of celebrity celebrities.

S&S two founders believe that despite the rapid development of the Internet, as a traditional garment industry, the traditional stores can not be completely discarded. After all, personalized clothing needs to have a look and feel, and consumers will leave a better impression and increase their loyalty to the brand. However, offline stores can not be as sales oriented as traditional ones, but rather customer-oriented. They should be made into brand experience centers, and enter the store to create better brand impact for consumers, so that consumers can experience sales without rush to sell, and sales can go to the line. Therefore, in the S&S Yintai flagship store, a special member area has been set aside for members to enjoy online entertainment, experience VR, watch fashion magazines, etc., and offer free coffee and refreshments, as well as on-site buyers' on-site answers and makeup problems.

S&S has just been invited to participate in the "China Franchise Exhibition" held at the National Convention Center. Although it was the first time to participate, the brand was "amazing". "S&S is surrounded by people who are willing to join," said founder sun Duffy. The franchisees were surprised at why so many stars passed through S&S and on the other hand were shocked by their business models. "Zero inventory, zero affiliate fee, no advance payment of clothes, every two weeks on a new style! Not afraid of consumers from the line to the line, because they get through! They feel the pain of traditional clothing has been solved by us. I have been following hundreds of franchisees for two days, and my voice has been lost." She said that although the first phase S&S only opened 30 cooperation places, but more than 100 people have signed up, "we have to make a good selection, pick those partners who love fashion, have a good education and identify with S&S brand values, and make this brand more excellent and popular than the fast fashion brands abroad."

It is reported that S&S will open 50 franchises at the end of the year. When the women in the country can love beauty, they can enter the S&S concept store near their home, have a cup of coffee, take a photo of themselves, make a circle of friends after VR fitting out, and chat with the fashion buyers in the shop. As the founder Sun Yafei said, fashion is not just a discount, it is a part of life and a part of your life.