Chanel, LV And Other Big Names Are Playing The Flash Shop.

Other brands also saw Chanel's success.

So LV also made plans.

In order to start the series of autumn and winter, LV announced that it will join hands with Paris's very famous concept store Colette to create a flash store, which is only a month away from June 22nd - July 18th.

The store will appear on the two floor of the Colette concept store, which will be displayed in the world's first LV2015-2016 autumn winter men's wear series, specially selected by the British artist Christopher Nemeth.

This is the first time in the history of LV that every category of products in the men's wear series is sold outside the exclusive stores.

At that time, Colette shop windows will also be designed for this cooperation - this will be an open jewelry HARDCASE display window, and the hard case displays the garments, leather goods, accessories, watches, and a limited number of "Twister" canvas tennis shoes exclusively issued for this flash shop.

The form of "flash shop" was born in 2003.

At that time, Russ Miller, the founder of marketing company Vacant, helped shoe shoe brand Dr.Martens open a flash store in New York, selling only limited items and closing the door with the landlord's agreement that the products were sold out.

2004, Japan

Wakubo Rei has pformed an old bookstore in Berlin for her brand Comme des Garcons, which has been a flash shop for 1 years.

After that, Comme des Garcons enabled flash shops to appear in Barcelona, Helsinki, Athens and so on.

Last year,

Also made the experience.

They made their perfume products.

Shops do not sell things, and only open for 3 days, so that customers can manicure, listen to music and see new products, if you want goods, you have to sell your "social resources" - upload photos of your own social media in exchange for perfume, necklace and other products.

3 days later, the flash shop was closed, and those pictures still stayed in the social network.

Neither Chanel nor LV did this for the first time. They did similar stores in London and Hongkong last year.

Of course, not all flash has good results.

"This is to give customers a fleeting feeling that makes people feel fresh.

For some new brands, if you can't catch the eye at the beginning, it's basically failure.

And if the famous brand does not do better than the regular store, it will hardly be worth the effort.

An industry insider said, "however, under the current economic environment, the most popular form of flash is to expand the role of new customers, and even immediate sales are not the most important ones.

Because the cost of opening a new store is too large, this is a very cost-effective way. "