引入快时尚、轻奢品品牌,将会是购物中心的发展趋势
 来源:ICSC               时间:2016年9月9日              作者:国际购物中心协会
导语:6IXTY8IGHT全球发展总监Kjell Berggren先生此次接受ICSC中文杂志专访解读他对零售行业的理解。......

Fast fashion, affordable luxury will be stronger as a centre concept
引入快时尚、轻奢品品牌,将会是购物中心的发展趋势

 

Kjell Berggren
Director of Global Development & Property
6IXTY8IGHT Limited

在各种登陆内地的香港品牌之中,6IXTY8IGHT也许是比较主打的一个。在中国的处女秀上,6IXTY8IGHT以几乎零时差的速度传递着这一季欧洲的流行。6IXTY8IGHT内衣系列以打破传统、独特的方便配亲(ready-to-wear)概念推出市场。至此6IXTY8IGHT的标帜形象由表现自我演变成细致中带时代感、性感中带休闲的感觉,充满对比及意料之外的组合体现6IXTY8IGHT的精神。6IXTY8IGHT全球发展总监Kjell Berggren先生此次接受ICSC中文杂志专访解读他对零售行业的理解。

Can you introduce the situation of 6IXTY8IGHT in the global market in last year? Is there any reference data can show to us?(请介绍一下6IXTY8IGHT最近一年在全球市场的发展状况,是否可以用数据说明?)

Kjell:6IXTY8IGHT is a Hong Kong based retailer operating approximate 130 stores in China/Hong Kong. During 2015, we opened 40 new stores in China/Hong Kong and we launched Tmall online store during 2015 with great success!

6IXTY8IGHT是驻扎香港的时尚零售品牌,在中国大陆及香港拥有大约130家店铺。于2015年,我们在中国大陆及香港开设了40家新店,更首度推出天猫线上旗舰店,深受顾客欢迎。


What are the advantages of 6IXTY8IGHT compared to other similar brands?(对比其他相似的品牌,6IXTY8IGHT有哪些优势?)

Kjell:6IXTY8IGHT’s average store size is 300-400 m2. Our product range is underwear/swimwear 50% and rest 50% is casual wear/accessories.

It is a unique combination in any market. Our customer is a young woman 15-30 years old. Our product is tailor-made for the Asian Market. 

6IXTY8IGHT的平均店铺面积为300-400平方米,主力发展内衣及泳衣、悠闲服及配饰两大领域,产品各占50%。

我们独特的产品发展模式,在市场上别具一格,时尚服饰专门为15-30岁的年轻亚洲女性设计,在亚洲市场上占有重要位置。

Would you please introduce what are the factors need to be considered for 6IXTY8IGHT expanding into China market?(请介绍一下6IXTY8IGHT在拓展中国市场的时候都需要考虑哪些因素?)

Kjell:6IXTY8IGHT operates approximate 100 stores in China and we are expanding fast into existing and new malls in existing Tier 1 cities. We will expand into more high street locations in next years to come, also into Tier 2 & 3 cities. 

6IXTY8IGHT在中国大陆经营大约100家店铺,在一线城市的各大现有及新建的购物中心迅速发展。未来,我们将致力发展临街店铺,更会积极拓展二、三线城市。

What are problems encountered when 6IXTY8IGHT expand the Chinese market? How to solve these problems?(6IXTY8IGHT拓展中国市场的时候都遇到过哪些难题?又是如何解决的?)

Kjell:We need to reach out to landlords in above high street locations and new cities for continued success. 

我们需要与业主建立良好的合作关系,以使在临街位置及新进城市都能站稳脚跟,持续取得成功。

What is the 6IXTY8IGHT overseas and China expansion plans in the next three years?(未来三年6IXTY8IGHT在全球和中国市场有哪些拓展计划?)

Kjell:In next coming years, the growth will continue in existing markets and in countries like Korea & Taiwan. We see possibilities in several more markets such as Singapore, Malaysia etc, 50-70 stores per year should be a realistic expansion for next 3 years. 

6IXTY8IGHT将于未来数年继续大力拓展现有市场,并投放更多资源以发展韩国及台湾市场。我们在亚洲的其他市场亦有巨大发展潜力,譬如新加坡、马来西亚等等。每年开设50-70家新店是未来3年的发展目标。

Can you please talk about what should the shopping centres be like in 2020 from a fashion perspective?(请您从时尚的的角度描述一下2020年的购物中心应该是什么样?)

Kjell:Shopping centres will continue to be built throughout the next coming years. We will see a lot of transactions in near future as larger owners are looking for growth, but rather acquire older, well functioning centres, than building new.

Fast fashion, affordable luxury will be stronger as a centre concept and luxury will be more destination shopping. I believe we will see very little new thinking in the industry, but would welcome it. 

更多的购物中心项目将于未来几年相继落成,我们预计将来会出现很多项目的投资交易,因为大型的发展商都在寻找机遇,倾向收购较旧式、营运良好的购物中心,而非兴建全新的。

引入快时尚、轻奢品品牌,将会是购物中心的发展趋势,奢侈品牌会是更加的目标消费。相信,这行业的经营模式不会出现太大转变,但我们乐于迎接不同挑战。

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