Image source: Our View From The Road
Remember the high-value canteen in the New York subway that we wrote before? It wanted to open the shop on the cruise ship once it was spread, so that the outside world's attention was placed on the "mobile retail" body. According to Fashionista, a fashion website recently reported, a jewellery company has iterated this new concept. They want to drive RVs to sell jewellery.
Driving a car to sell goods, this is a way of clearance sale or pancake fruit, at first glance is not suitable for jewelry brands. However, at the moment, the US retail brands are in a crisis of closing stores, and the e-commerce business is experiencing fierce competition and rising operating costs. The demand for new retail models is naturally urgent. For this reason, Miami's jewelry brand Miansai recently came up with the idea of ​​driving cars to sell products in order to create the freshest store experience.
In the United States, the form of buying and selling RVs as stores is not new, but the overwhelming majority of them are used by cheapers to sell cheap low-end products. However, Miansai's RV was well-designed, and it follows the minimalist future, like an autobot who was left on the planet by the Celestan planet. In order to match the temperament of Miami, the products sold in the vehicle have been selected, mostly small items such as bracelets and cufflinks.
Founder Michael Saiger once said that Miansai’s initial customer base was men and slowly transitioned to women. It was positioned to buy jewelry at a relatively reasonable price. Now, Miansai's ordering agents include Barneys, Nordstrom, Neiman Marcus, Mr. Porter and Shopbop. At the same time it also opened two stores, one in Crosby Street in New York and the other near Los Angeles in Venice Beach.
None of these did hold back Saiger’s imagination for a new form of retail. He knew that the world is now fickle. In expansion, relying solely on e-commerce and stores is unreliable, so he came up with many additional channels, including Beaches, bars, hotels, festival venues, train stations, and airports... These are just a few locations where you can prop up Misansai’s sales throughout the summer.
Of course, novel ideas do not need to be mentally fixed, and they are often related to personal preferences. This car store idea was actually created when Saiger opened his first physical store. He said, “I just like retro cars. This 1958 car was seen on Ebay when I was in Arkansas. When the state found it, I knew I would buy it."
However, in the final analysis, these innovative retail models should be based on streamlining the industry chain. Miansai is a brand without a distributor. The founder needs to consider the key to how to face the consumer. He can explore many free and diverse ways. Saiger believes that in order to broaden market awareness, niche brands must use special methods to attract people's attention.
This RV store not only brought good sales, but also a good branding and scene marketing. Next, the RV will also go to the airport to do business, where people flow, Saiger think if there is such a car at the airport will be even more cool, maybe there will be hurried travelers can not buy home to give girlfriend one's gift.
In the emerging era of emerging brands, mobile retail seems to be expected to become the future development trend. And the benefits of doing so are obvious. First, it can reduce the cost of opening stores everywhere, to avoid the loss of poor management to close the store; Second, the RV is a controllable booth. Saiger emphasized that everything must be done under the conditions of insurance and legality. In fact, his team and other members spent a lot of time and effort to get this new retail.
However, Fashionista also pointed out a limitation of mobile retail, that is, it is likely to be only suitable for jewelry such as the space required to display a smaller category, such as sunglasses, stationery, food and so on. Fortunately, there are many ways to use mobile retail. The key point is that everyone starts to brainstorm the best way for them.
Now, Saiger also bought a new antique car in Italy. His ideal is to create classic American consumer moments in major regions of the world. This means that he is not just a trip to New York Central Station to set up a stall. He wants to drive the RV store to Heathrow Airport or Hong Kong International Airport in the UK. go with. However, everything still needs to start from the US market.