The fashion and lifestyle retailing market is witnessing rapid growth in China, with a CAGR of 13.8% from 2017 to 2021.One of the most iconic fashion and lifestyle new retailer is KK Group.
KK Group is a retailer targeting young consumers. It highlights immersive shopping experiences and encourages customers to try out products in the stores.
KK Group owns several brands. The most popular brand is called KKV. It was set up in May 2019 to serve as an integrated shop of exquisite lifestyle. By 2021, KKV opened 383 stores in all over China and in Indonesia. KK Group plans to add 270 new stores in 2023.
KKV adopts O2O (online plus offline) business model, covering 14 main categories of products: food and snacks, beauty and skin care products, and general merchandises. As a new place for traffic, KKV has reshaped the relationship between “People, Products, Brick-and-Mortar” in its own way.
For “People”, KKV focuses on Generation Z with more substantial spending power. To encourage social media sharing, KKV pursues eye-catching visual effects from store design to product display, with communication as a priority consideration point. It also reduces the presence of staff to create more comfortable self-selecting experiences for young customers.
For “Products”, to meet the spending habits of Generation Z who are willing to try new things for pursuing quality, KKV adopts “Quality + Novelty, Unique and Special” as its product selection principle. It emphasizes the concepts of “INS”, “Trending”, and “Limited Edition” in its promotion. The brand also tends to bring new products more often in more dynamic way.
For “Brick-and-Mortar”, KKV focuses on the model of new generation flagship store. Unlike the “uniform” Nordic lifestyle collection stores, KKV attracts customers with its bold and eye-catching container interior style. The style aims to reflect the brand’s propositions of fashion, personality, vitality, and innovation with different container themes. It successfully creates beautiful spots for photo-taking and overall immersive shopping experiences. Other popular places for photo-taking in stores include massive decorative walls, such as colourful accessory wall and drink wall, which are built all the way up to the ceiling.
In our opinions, the unique charm of KKV lies in its colour, display design and comfortable shopping environment. If a store can satisfy you one-stop shopping needs while healing you and making you feel very relaxing, why not go there, right?
Source:
https://equalocean.com/news/2023012819407
Post time: Jun-06-2023