完全沉浸式的零售体验

从商业购物到生活方式的打造

Completely immersive retail experience From business to lifestyle to create

品牌身份：分享者

传统实体经济本质是基于信息渠道的局限，商家从中获取差价利益。然而，互联网的应用与普及，打开了人们与信息之间的壁垒。“差价”方式的商贸经营方式，已经不再适合当代的消费市场。

The essence of the traditional real economy is based on the limitations of information channels, businesses gain the benefits of the spread. However, the application and popularization of the Internet have opened the barrier between people and information. "Difference" approach to business management, is no longer suitable for contemporary consumer market.

拾集作为一个全新品牌，目的就在于探索出一条新的实体购物方式，创造出一种全新的购物体验，倡导从消费商品到消费体验的转型。在我们的帮助下，决定将拾集从一个时尚集合店的角色转化为一种分享态度的品牌，把商品销售转换成对时尚生活的经验分享。

As a brand new collection, the purpose is to explore a new way of physical shopping, to create a new shopping experience, and promote the transformation from consumer goods to consumer experience. With our help, we decided to turn our attention from the role of a fashion collection store into a brand that shares our attitude and transform the sale of merchandise into the sharing of experiences in fashion life.

重塑品牌体验

基于品牌角色「分享者」立点，我们建议拾集应该考虑解决“人们为什么要来这里？”，提出「秀场」概念，强调“后台”的体验感，而非打造一个“T台”形式，将目的性消费转换为体验性消费。“秀”的加入不仅丰富了体验性，创造了主题性，补充了感官需求，增强了场所内容的体验性。

Based on the brand role of "sharer", we suggest that the pick-up should consider "why do people come here?", Put forward the concept of "show floor" and emphasize the "backstage" sense of experience instead of creating a "T station" Form, the purpose of consumption into experiential consumption. The addition of "Show" not only enriched the experience, created the theme, supplemented the sensory needs, and enhanced the experience of the venue's content.

拾集集合了“衣·食·住”三方面业态，最终我们决定模糊掉传统零售模式的业态边界，将整店面的体验变得“更随意”。店内物件的布置在整体协调下，局部特意略显凌乱，以此消减场所的正式感，人们不用在特定的位子上吃东西，也不用刻意进店买衣服，这种体验仿佛在家中一般轻松自在。

We collected a collection of "clothing, food and shelter," the three formats, and ultimately we decided to blur out the traditional retail mode format boundary, the entire storefront experience become "more random." The layout of the store items under the overall coordination, the local deliberately a little messy, in order to reduce the formal sense of place, people do not have to eat in a specific seat, nor deliberately into the store to buy clothes, this experience seems relaxed at home .

开放的品牌态度

品牌应该提倡一个怎样的态度？我们想到了著名服装心理学家高莱一句话“着装是自我的镜子。”拾集并不是为了提供一站式消费的基本物质生活需求，而是搭建一个鼓励女性享受生活、表达自我的场景，呈现女人应有的漂亮生活状态，以「Find my self」为品牌主导口号，以更为开放的品牌态度，帮助人们定义和传达拾集品牌的精神价值。

What brand should promote a kind of attitude? We think of the famous clothing psychologist Gaolai words "dress is a mirror of self." Rather than to provide one-stop consumption of basic material needs, but to build a women to enjoy life and express themselves in the scene, To showcase the beautiful life style a woman deserves, use "Find my self" as its brand-name slogan to help people define and communicate the spiritual value of a pickup brand with a more open brand attitude.