Alcantara Opens A Shop In Shanghai To Provide Italy Fabric.

According to the world clothing shoes and hats net, on May 1 Eve, Shanghai

A new shop appeared in the yiou Lai shopping village in the resort area.

Different from the surrounding shops, there are two tall doorposts on the door of the shop. They will feel their skins when they touch them.

Parcel.

In the same way, all products that can be touched or touched in the store are all made of this cloth, or at least contain such products.

Element.

"You can touch us. We are a material brand in Italy. All the goods in the shop are made of this Italy material."

The clerk will introduce this to every customer who enters the shop.

The Italy material brand in the shop assistants refers to Alcantara.

It was founded in 1972 and is famous for its exclusive production of cloth with the same name.

Although this cloth has a similar feel of fur, it is actually made of polyester and polyurethane. It is durable, wearable and easy to maintain. It is often used as a substitute for leather in many fields.

Among them, the high-end automotive interior is one of the most concentrated uses of the fabric at present. If you type "Alcantara" on the search engine and do image retrieval, you will find that the result is almost all the details of the interior decoration.

Alcantara material

However, this shop is not used to display the interior decoration of cars.

Customers can buy clothes, shoes, bags, accessories and other fashion products at this store.

According to the salesmen, there are many "orphan" products in these products. They are from the hands of world-renowned artists and designers, each with only one global price, which sells for up to 10 thousand yuan.

"We hope to communicate and contact with consumers to better convey that our materials can be used in many fields, just like the extreme scene of artists' artistic creation, and our materials can also be used."

Alcantara chairman and chief executive officer Andrea Oragno explained the origin of the products in the store to the interface news.

In addition to commodities, Oragno's intention is in another form in the shop -- a large area of Alcantara Yi Lai Lai's shop, which is designed to store artwork made of Alcantara material.

Before these works of art, group exhibitions were held in Milan and Shanghai with the theme of "king and I".

Now they are part of the world's first store opened by Alcantara in Milan in the 2017 design cycle in Milan, and the other part is in Shanghai's shop.

Shanghai store, as the second global brand concept store after Milan store, has inherited the characteristics of Milan store style and functional area design.

"We have a long history of cooperation with artists and designers, and now we want to have a more durable place like exhibitions like kings and me to present our brand concept."

Oragno added.

Alcantara "king and I" exhibits in Shanghai concept store

Whether it is to provide fabrics for automotive interior, or to cooperate with micro-blog, such as luxury brands such as CHANEL and consumer electronics brands such as Microsoft, Alcantara gives people the impression that they are suppliers, and their customers are corporate customers.

The only change is that in the past, it has been well known by automotive interior suppliers, but now it can supply more extensive fields.

Orango also acknowledges that up to now, and even for a long time to come, "the core business of the brand and the source of income will also be B2B business facing the enterprise".

But from Milan to Shanghai, Alcantara has held exhibitions, and now it has opened shops to display art and retail business for a long time, which makes people wonder whether Alcantara hopes to shift the focus of development to consumer retail business.

"We now attach great importance to consumers, because we feel that this is a way and an aspect of our global business development."

Oragno affirmed this conjecture, "we believe that B2B business (for enterprise brand supply materials) and B2C business (open shop direct sales products) are complementary and complementary."

From the perspective of revenue, this kind of concept store in Milan and Shanghai can really bring direct income to the brand.

However, the revenue generated by two shops in Milan and Shanghai is very limited, and the order revenue generated by business customers, such as brands and automobiles, ships, electronic brands and so on, is totally incompatible.

Ordinary customers will know, know, like Alcantara.

This is not just a brand promotion at retail level, it will also help Alcantara attract more corporate customers.

Microsoft provides an example of advertising for special edition keypad Signature Type Cover.

In this Microsoft movie, the Alcantara material used in the Signature Type Cover keypad of the leading product is regarded as the focus of publicity. The details and close-up of the brand name are very detailed. This is like a lot of times, we often hear some dress brand or handicraft brand publicize how many SWAROVSKI crystals are used in their products.

The goal of Alcantara is also being used by consumers as a standard material that is gradually known by ordinary consumers and thus regarded as an advanced standard by corporate customers.

But Alcantara is not the first brand to adopt this strategy.

Pantone, a color mechanism, has also become the universal color standard now.

When it was founded in 1963, Pantone only developed a set of color matching systems for designers and professionals.

In the subsequent decades of development, it has been constantly opening up its influence in the industry through cooperation with brands in fashion, home decoration and other fields.

After entering 2000, Pantone began to focus on "outside the industry".

It has increased investment in more consumer oriented marketing activities, and has launched products and activities including "annual color report", Pantone Hotel, Pantone restaurant, and Pantone Mug Cup.

Not long ago, when it began to launch the electronic professional color service APP, it also launched a free version of APP which is more suitable for the needs and habits of the mass consumers.

"Keeping close to the public has always been an important strategy for Pantone," said Ron Potesky, vice president of Pantone, who accepted the design news website Fast Co. Design. "This brand (Pantone) has become the object of consumers who love design, and it now represents Zhuo Yue's design."

However, compared with Pantone, Alcantara appears to be more targeted when it comes to consumers.

On the one hand, although it is logical for Alcantara to run exhibitions and open shops in Milan as the main brand of "made in Italy", we can see the brand's "extra" intention by looking at the location and opening time of the exhibition.

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The exhibition site of "king and I" is selected in the Milan palace of the local historical building, which emphasizes the birthplace of the brand and meets the needs of the brand to build a high-end image.

During the Milan design week, the announcement of the brand concept store is the opportunity to introduce and publicize the brand to the industry and the general consumers who care about the design globally. There should be no occasion to attract the attention of the designers all over the world than the Milan design week.

On the other hand, Alcantara has chosen second places for exhibitions and shops to be considered in China, because the rate of return on investment in China's shops and exhibitions may be the highest.

"If our sales volume is divided by region, the Chinese market can now account for 20% of the total, and the local market in Italy accounts for only 10%.

Because China's business is doing very well, we will invest 300 million euros to expand our machinery and equipment to increase production. "

Part of the reason is Orango.

From the performance level, the Chinese market is growing rapidly and has the potential to continue to grow. Indeed, it is worth investing in Alcantara to start marketing.

At the same time, China's market has also given Alcantara opportunities to expand its customer types.

In fact, Alcantara also needs to explore more customers in different fields in China.

According to Orango, at present, Alcantara in China mainly cooperates with Volkswagen, Audi, BMW, general motors, Shanghai Automotive Group and other companies.

As the brand has many customers in the world, such as fashion, consumer electronics, home clothing and other fields, in the Chinese market, the brand has a lot of opportunities to dig deep.

Alcantara Shanghai concept store

It is worth mentioning that the vigorous development of China's design industry has laid the foundation for the expansion of Alcantara's influence in China.

"We are thinking about collaborating with Chinese artists and designers," Orango said. "Chinese designers are developing very well. A few years ago most Chinese designers focused on Western society, and the style of art was mainly imitative. But until last year, we found that many Chinese designers have their own unique and distinctive personal style, which is a very good thing."

The prosperity of the design industry is also reflected in the unprecedented attention that Chinese society is giving to this industry.

As we have mentioned repeatedly in the past reports, more and more Chinese customers begin to pay attention to and pursue the personalized design brands beyond the international brand names, including the constantly expanding Chinese independent brand designers.

Therefore, this time is a fitting moment for Alcantara, which wants to open its brand name in China through art and design.

Alcantara also saw this opportunity.

Orango said at the opening of the Shanghai media group that Alcantara had already planned to open second stores in Shanghai, but no more information has been identified yet.

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