Source: nowre.com
In 1996, Apple acquired NeXT, Steve Jobs also returned to him and Wards in the garage to create the apple, this began with the iPhone, iPad and a series of shocking products appear. The field of shoes, fashion name CONCEPTS in Boston, Massachusetts, opened its first store.
You may think that I put the two together some ridiculous, but in the eyes of many senior toe, but all CONCEPTS produced with the 'classic' and 'high quality' equals. Like Apple that 'cult 'The same, every new product launch, can always evoke fans want to start the desire.
Such as Nike, adidas, ASICS, New Balance, CONVERSE, Reebok, Vans, DIADORA, Canada Goose, Red Wing and so on almost all you can get out of the well-known brands have had wonderful cooperation with CONCEPTS, but CONCEPTS not only Is a shoe store, it is a set of fashion, fashion, lifestyle, creativity and other elements as one of the concept of units.
CONCEPTS x Nike SB 'Grail' series
Concepts x adidas Consortium EQT Support 93/16 joint shoes
21 years in the past, CONCEPTS has now developed into one of the world's most prominent fashion name.In addition to the two stores in Boston and New York has long been the trend of the United States local landmark, last year CONCEPTS also officially stationed in Dubai. In 2018, CONCEPTS will also come to China to shop, for the Asian market to inject more creativity.After a while ago CONCEPTS founder Tarek Hassan also came to Beijing, NOWRE also sit down and chat with him. For this has more than 30 years Retail experience of the industry leader, we have too much curiosity waiting for him to answer.
CONCEPTS is the case, always break from this limit to another limit
We know CONCEPTS is expanding the global business, but why choose to shop in China this time?
CONCEPTS has been interested in the Chinese market many years ago, especially since three or four years ago, and we have always been concerned about the Chinese market can understand CONCEPTS is a brand, has a unique retail and cooperation. Beijing, Shanghai many times, want to understand the Chinese market there are customers spending habits.
Now we think CONCEPTS is ready, and as a representative of the 'concept' brand, CONCEPTS also hope for the Chinese market to bring some different design.As we used and JIMMY CHOO, Red Wing and other brands and even Canada Goose Years of cooperation, can see the special things. CONCEPTS is the case, always from this limit to another limit .This time we will continue to around China, high-end men, ladies and CONCEPTS KIDS launch more products.
Where will the shop shop, in your impression of these cities and what is it?
The first store will be opened in Shanghai, followed by Beijing, the two cities I have been to many times, the enthusiasm of the Chinese people and the work of a serious attitude touched me, everything here is full of vitality , I am honored to be a participant.I love Beijing, where the cold weather reminds me of Boston and New York, feeling like at home, I can enjoy wearing sweater and jacket. Also can be revealed, CONCEPTS in China will not be stationed in the mall, but to a separate store to show.
Beijing and Shanghai have a lot of collection stores, CONCEPTS how to maintain their own competitiveness?
First of all, I am very respected like the DOE as the representative of China's outstanding local shops, but CONCEPTS is unique, we are not only shoes store, it is a soul and character of their own lifestyle shop.We will not focus on 'competition It is the most important thing to focus on the future of the market, to maintain our own standards, to deliver products, experience and culture to our customers.We have confidence in the Chinese market and do a lot of homework, although CONCEPTS with some shops There are overlapping goods, but we believe that China can bring more special things. In addition few shops like CONCEPTS this, with Nike, adidas, Canada Goose and other major brands have such a deep relationship of cooperation.
CONCEPTS and Canada Goose have many years of deep cooperation
(Above Source: CONCEPTS)
Founded in 1996, CONCEPTS to this year there are 21 years of history in this is not a short time, that consumers taste what changes?
There is no doubt that the taste of the consumer changes so fast.Now the young people know what to know what the most in the most tide, even more than the clerk know how much you want to participate in, and has maintained a young state of mind. Make a metaphor, it is like you need to 'put your ears on the ground' in order to know the fastest speed now what young people like, in the pursuit of what, and quickly make the relevant reaction. At the same time as a brand you need to 'teach' How consumers to wear, what to buy, what to buy, lead them, which is what CONCEPTS is doing things.
Cooperation this thing is like a combination of two brands of strength and insight of a 'marriage'
What factors do you think you need to have a good cooperation?
First of all, I think the relationship with the brand is the most important, all cooperation is based on mutual trust on the basis of the brand cooperation with you, must be hope and trust you can bring them originally can not express their own things from. In some ways, the cooperation of this matter is like a combination of two brands of strength and insight of a 'marriage' .In addition to the cooperation itself, I think only some simple pattern elements, colors can not be mixed together CONCEPTS more hope to convey the story behind the cooperation, or the other side of the history, so that consumers understand these, the last is pay.
For example, there is a French footwear brand called MEPHISTO, the first two months we just out of a joint section. At that time we are surprised why we will choose to cooperate with it at this time, because the tone of the two looks like But in fact, when I was young, about 25 years ago in a very ordinary shop to see the MEPHISTO shoes, I think this is the most comfortable handmade shoes in France, then wanted to one day may be able to and It works, so you see, everything is derived from creativity and inspiration, and then produced a story, and finally became a product.
So do so many times after the cooperation, there will be excitement? Recently look forward to what brand cooperation?
Of course, for all the cooperation I maintain respect and excitement, I will not use good or bad to measure it. Recently, and Canada Goose cooperation, the end of this year there will be CONCEPTS shoes on the first 100 pairs debut. New moves, and in the previous cooperation with adidas that retail store, then we will be out of some joint products. At the same time we hope to go with the brand closer, not only in the introduction of joint level, will also Do something interesting and out of the project, but for me the shop is the most important, through the shop to pass our spirit to the consumer.
In August this year, CONCEPTS and adidas together in Boston to create a lifestyle concept store, the store positioning in the same shoes as the works of art show, but also regularly held art exhibition, DJ performances and other activities
Can you specifically talk about what you just said, 'really just sell product, but also really educate the consumer.'
Yes, yes, I have been a retailer for more than 30 years of experience. Also witnessed from the clerk kneeling on the ground for the customer test shoes, and now may give you a pair of shoes to take such a change, but I would like to tell the customer what you bought in the end.For example, some children now buy a lot of clothes, but if you ask him what the meaning behind it he did not know, just say it is from CONCEPTS or some other Brand, maybe the children do not care, think I bought it is not necessarily to wear it, but this is not what we want to see. Know what you buy, what is behind the story, is what we think More meaningful.
When you wear a $ 400 price of the product, but can feel the value of 2500 dollars, then this thing is meaningful
We know that CONCEPTS is now in Boston, New York and Dubai have stores, each of the shop design has been relish. So in the retail space and the combination of products in this regard, you have any unique insights?
This is a very good question, all the stores have a common representative of the language of CONCEPTS, but because of the characteristics of each city and each have different. Analogy, we see the shop as a 'drama' That product is like the performance of the 'behavior', each single product is our 'role' .In addition to the adidas cooperation with the shop is also a good combination of products, events and sales environment example, just as Mentioned, we will focus on the brand with a deeper level of cooperation, and will continue to try later.
Now many luxury and fashion brands have launched shoes products, like the recent Balenciaga Triple S series, the price of 7,800 US dollars, more expensive than the Air Jordan or YEEZY, but all SOLD OUT. What do you think?
I personally support, and for the entire industry, this is also a good thing, will promote the entire shoe industry to go up.For example, some people buy a house, buy time to know that prices will rise, so Only when you wear a $ 400 price of the product, but can feel the value of 2,500 dollars, then this thing is meaningful.
Now young people can more easily buy their favorite shoes, but we seem to like things are nothing worse now walk in the street, many young people are wearing the same shoes, such as YEEZY. How do you think of this phenomenon?
You said yes, today I am visiting here to see countless pairs of YEEZY. Take YEEZY, I think adidas do a very correct thing. This feels like standing on a critical point, if more than that Scale, so that everyone can buy, all things are not special, not limited, there is no sense of that, but now it has maintained a balance, both coveted and difficult to obtain, and for the brand it But also make money and rally. Let everyone look forward to the next one, then what is the next, will always keep Kanye or YEEZY heat.
You can see the children like to wear the same kind of shoes, because now young people even if expensive, and then difficult to buy things such as YEEZY, if you want to try their best way to get. So ordinary big goods, we all The same is true for consumers, but for the brand, it needs to stand Behind to consider more for consumers to do more things out, for example, the sale of different styles to meet everyone's needs.
Finally, what is the view for the shoes sellers?
I can not say that everyone has to eat. Another point of view, I think the shoes sellers did not hurt the brand, on the contrary in the whole circle of shoes played a very important role in the whole market into their vitality, but also Make this thing more interesting and exciting.Imagine that the world which brand does not want their own brand is added value, which is the resellers who played a role here and the existence of one of the significance.
21 years, iPhone is the tenth anniversary of the advent of, not to mention the foot of your shoes to replace the number of times.
As we have seen, the current trend of change is so fast.We are talking about Air Jordan, in recent years is Kanye created YEEZY. Now, to Balenciaga Triple S as the representative of a number of fashion Shoes and shoes products have become the new darling of the trend of lovers
The whole trend of the environment kept 'exchange for blood', the same retail, the store also need to face the challenge, quickly make a response to the past few years we have heard too many brands to close the store or the store bankruptcy news, but CONCEPTS is able to survive in the industry, and even further expand the global business, which is really admirable.
CONCEPTS came to China next year, for the domestic trend lovers in terms of is definitely a good thing.In addition to the most comprehensive experience, the most in the retail space, before those only in the overseas sale of heavy joint cooperation also have the opportunity to take the lead in China Debut, think about some expectations.