How Does JACK&JONES Survive Today?

It is the memory of many people who once occupied all major cities.

In those days, JACK&JONES was the essential robe for tide makers.

So far, it has gradually disappeared in the field of vision.

The retail giants seem to be losing their business.

And when people think that JACK&JONES is gradually declining, in January 18th of 2019, JACK&JONES JACK & JONES launched a new Nordic flagship store in Dalian Roosevelt square. After 20 years of evolution in China, how can JACK&JONES survive today? Can this reform and innovation bring back the hearts of consumers?

Used to be a tool in fast moving brands.

JACK&JONES was founded in Denmark in 1989. JACK&JONES's English "Jack" and "Jones" are very common names. Brand positioning is initially popular, peaceful and popular, and "fan Ke Cheng pin" is the same.

With the European design style and rich products, JACK&JONES has gradually attracted the attention of a number of male consumers who are interested in fashion and quickly expanded the store layout to more than 20 countries and regions around the world.

After the development of the brand, JACK&JONES attacked the mainland in 1996, and began to plough the Chinese market.

Before ZARA, H&M and so on had yet to enter China, JACK&JONES was also a fast track industry.

In the absence of competitiveness around 2010, JACK&JONES made a big profit in China.

After 2010, in the pition period of apparel industry, JACK&JONES set its sights on the electricity supplier, and then opened its first flagship store in Taobao.

On the day of double eleven, flagship store sales reached 5 million yuan on that day.

In the early days, the display design of shops was valued so much, and the way of display of JACK&JONES had a strong visual impact at that time.

Other brands of jeans are hung up with hangers, while JACK&JONES jeans hang on hooks, like hanging towels, somewhat casual but very neat.

This display also reflects the brand style of JACK&JONES.

However, the consumer market is changing. After 2010, part of the national aesthetic has also been increasingly high. With that, the sense of sense of store experience has gradually been placed on an important position, while JACK&JONES's store style and product design have not made much breakthroughs.

Apart from their own factors, the impact of China's clothing market on foreign clothing brands is also an important factor for JACK&JONES to encounter bottlenecks.

After 2010, the main brand of Korean wind and European and American clothing began to ignite the flames in China, which made the domestic market economy of the clothing decline, and the development of JACK&JONES began to change.

From 2011 to 2015, JACK&JONES almost disappeared in all levels of business circle and retired to the two or three tier cities.

In order to maintain a continuous discount carnival, it also damaged the image of the brand in the minds of consumers, and gradually lost the consumers who had the strength of consumption and the strongest desire to buy.

Stubborn disease is still in, after 2014, "dressing"

In today's globalization and information explosion, JACK&JONES has problems such as too long product cycle, unclear location and common design.

A few years ago, the cycle of a fashion was 3~5, but now the metabolism of fast food products is particularly fast, and the rise of UR, ZARA and H&M is also eroding the traditional fast fading industry. The fast growing brands of shopping centers are full of plentiful, not only easy to find substitutes, but also substitutes are more beautiful and inexpensive.

For example, the fastest cycle of ZARA development from design to popularity is 1~2 weeks. JACK&JONES also needs to improve its product innovation cycle.

What's more, JACK&JONES's style is different. Jack&Jones has four main products in China.

The first series is sports fashion.

This series is located in 18-25 year old boys' home trips, running and other scenes.

The second is Cowboy cool.

This series will emphasize the sense of design and the price is slightly higher than that of CORE.

Boys aged 25 or over are dressed in casual occasions.

The third is called Zhi Zhen business.

Clothing is more suitable for business occasions, and colors are more steady and monotonous.

The fourth series is customized for elegance.

Among all the costumes of JACK&JONES, the price is the highest and the most advanced. The brand is the main line of fashion.

The differences between the four series are obvious but not elaborate enough. The design of clothing has not kept up with the aesthetic requirements of the audience.

But JACK&JONES seems to have noticed the problem of brand development.

In recent years, JACK&JONES has been "dressing" for wounds. In 2016, Bai invited Ting as its brand spokesperson. In 2018, it also invited the popular idol Deng Lun as spokesperson for Greater China.

In 2015, JACK&JONES launched the OMS global inventory system, through the algorithm to complete a large number of orders, orders, dismantling, routing, shipping and other processes to achieve online and offline inventory. No matter which channel consumers purchase, they are shipped on a first come first served basis, which greatly improves operational efficiency and effectively reduces inventory levels.

In order to keep up with consumers' demand for "experience", JACK&JONES made the first online immersive experience shop with JACK&JONES headset brand Bang & Olufsen in 2015, combining technology and clothing with seemingly unrelated fields.

In 2016, a new retail concept store was also played in Taihe department store and Han Optics Valley square in Beijing.

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360 degree change, push the Big Mac flagship store.

JACK&JONES has been in China for 20 years. It is still floating in the market. Now it maintains more than 2000 Direct stores in China.

In recent one or two years, we can see the pace of JACK&JONES's reform and innovation.

In 2018, JACK&JONES took the lead in trying to launch its exclusive electronic business platform "WeMall" in the store in Beijing. The aim is to let store sales no longer be restricted by time, space and goods, and can continuously operate the customers who are away from the store, so as to realize the realization of multi-channel traffic on line and online.

In 2019, JACK&JONES launched a 1000 square meter brand new "Big Mac" flagship store in Dalian, Liaoning.

JACK&JONES's external publicity, the launch of the "Big Mac" flagship store in Dalian, signifies that JACK&JONES has entered a new era of 6 stores, and has undergone a major adjustment in the display mode, design, product and style of the store.

According to the data, the flagship store in Dalian has retained the minimalist Nordic style and integrated with the brand's hard, modern and modern urban texture.

Fully open and pparent design, low density product display, cowboy DIY custom fun interactive equipment.

In addition, the use of high technology to improve the shopping experience of consumers' physical stores is also the core of the 6 era of JACK&JONES stores.

The flagship shopkeeper's window is made up of five frameless HD LED screens. The way of holographic projection breaks the static display mode of past poster.

Unlike JACK&JONES's traditional way of displaying large shops, the flagship store mainly distinguishes the different product areas by simple and design Nordic furniture and smooth line structure, displaying the brand clothing series respectively.

In terms of improving the style of clothing, the flagship store has added "Brand Co-lab" and "Season area" areas to show JACK&JONES's cross-border cooperation series and designer selected seasonal products.

Today's 80 and 90's consumers are also the most picky. It's still a question mark whether the change of image can move them. If we want to win back the hearts of young consumers, we must have products that can withstand challenges and keep up with consumers' tastes.

Changing speed, such as the consumption habit of gale, is the biggest challenge for JACK&JONES at present, and is also the biggest challenge of many traditional fast fading brands.

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