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jimu news reporter zhou dan

the first floor of the mall has begun to change. in the past, the prime location on the first floor was always occupied by foreign fast fashion brands. now, with the rise of national fashion, many national fashion clothing brands have moved from online to offline and opened on the first floor of the mall. recently, a reporter visited intime department store wuhan creative city and found that more than 10 national fashion brands such as beerbro, fpa, crying center, and f426 have settled in the first floor, many of which are the first stores in wuhan.

in recent years, with the increasing popularity of chinese brands and the popularity of chinese fashion culture, more and more consumers have begun to pay attention to and choose chinese fashion brands. the "statistical report on the development of china's internet" shows that the proportion of users who have purchased chinese "fashionable products" online in the past six months has reached 58.3%.

the trend of national fashion has also spread from online to offline. "since the end of last year, we have adjusted the positioning of the first floor to trendy brands and fashion categories, especially focusing on national fashion brands that are in line with college students and young people." gao sisi, head of trendy brands at intime department store wuhan creative city, told reporters that during the summer vacation, national fashion brands such as beerbro, jie ao bu jin, and fpa have successively settled in. at present, more than 10 local cutting-edge trendy brands have gathered on the first floor, among which beerbro, f426, fpa, beaster, and old order are all entering the wuhan market for the first time.

one of the main customer groups of intime department store wuhan creative city, which is adjacent to many universities such as wuhan university and south china normal university, is college students. "i found that the first floor of intime has changed a lot since the start of the school year, and it is more fashionable." xiao xu, a college student born in the 2000s, said that these cutting-edge national trend brands are very popular on social platforms, and after experiencing them offline, he also recognized the brand's design style, "the price-performance ratio is also very friendly to college students."

young consumers shopping in trendy brand stores

the reporter learned that many of these emerging domestic brands started online, and their design inspiration mostly came from cultural concepts such as street, sports or retro, and their target audience is mainly young people aged 18 to 24.

wuhan pintai trading co., ltd. operates a number of national fashion clothing brands in hubei, including beerbro, boneless, and oldorder. its brand manager xie yao told reporters that national fashion brands and offline shopping malls are "running in both directions". the national fashion brands that can currently enter shopping malls already have a certain scale online, and their brand style is outstanding and their quality is excellent. for example, the beerbro brand, which has just settled in intime department store wuhan creative city, is a leading national fashion brand in the american retro and hot girl style tracks, and has more than 10 stores across the country.

on the other hand, when choosing offline locations, the brand will match them based on customer quality and customer portraits. "yintai department store wuhan creative city has a rich young customer base, which is consistent with the brand positioning." xie yao introduced that within one week of beerbro's opening, more than 200 pieces of the same puppy t-shirt as the influencer were sold.

"today's young people pay attention to appearance and personality expression in clothing consumption, and they also pay great attention to cost performance." xie yao said that the beerbro brand focuses on "product is king". for example, its star product overalls use more materials and more complicated processes than general products. in addition, national trend brands have a deep understanding of consumers, pay attention to design, and have stronger and stronger rapid response capabilities. for example, beerbro brand stores will launch new products about 4 times a month.

according to imedia research, more than 80% of consumers are optimistic about the development of the national trend economy. in recent years, national trend brands have been favored by young people due to their product innovation and novel marketing methods. the discussion on social platforms has continued to rise, and they have gradually moved from online to offline, which is worth looking forward to.

(source: jimu news)

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