The gorgeous transformation behind Younger's men's brand reloading

Youngor Men's Store Shop Display Design

Youngor's menswear brand tried to explore its own design style. After referring to the design of many countries, it finally concluded that the display of Chinese men's clothing may have similarities with the United States because both have a diverse and open culture. Since then, Youngor’s Display design finally returned to self.

Behind the gorgeous transformation

The repositioning of Dongdan’s flagship store means that Youngor’s determination to further strengthen its main business. As China's largest clothing company, Youngor has been founded since 1979 and has 32 years of history. For many years, Youngor’s apparel sales and profits have ranked in the top 100 of the apparel industry. However, compared with the sales volume of more than 40 billion yuan for the entire company, Youngor’s annual sales of apparel are only over 8 billion yuan. In order to maintain its leading position in the fierce market competition, Youngor has made further efforts in the design and development of apparel products and the expansion and management of sales terminals. Before and after the National Day, many large-scale brand stores with a single storey area of ​​more than 1,000 square meters like the Dongdan flagship store opened in Shanghai on the Bund, Yan'an Road in Hangzhou, and Xi'an and Harbin.

In the 1980s and 1990s, most of China's garment enterprises were manufacturing-based. With the gradual loss of labor cost advantages, multiplication of expenses such as transportation fees, and appreciation of the renminbi, the Chinese garment industry is generally facing pressure for transformation. Younger, with 50,000 employees, began to seek transformation in 2008. The slogan put forward is the transition from the largest apparel manufacturing companies to apparel brand companies, and the transformation from scale-up to value-added. The reinstallation of Dongdan flagship store is a symbol of this strategic transformation.

The story behind three reloads

The reloading was the third time Dongdan flagship store was renovated. Unlike the previous two French and Italian designers, the style design was completed by Younger's own designers.

In 2002, the first decoration of the Dongdan flagship store was completed by the French. Looking back on past events, Youngor believes that the French brought a lot of fashion elements to the flagship store. The newly renovated Dongdan shop has caused a stir in the clothing industry in Beijing because of its strong sense of fashion. However, due to differences in national conditions and brand positioning, sales and services did not bring about the expected results.

During the second renovation in the second half of 2007, Youngor hired an Italian designer. The Italians brought their unique design culture. The tall Roman columns and ethereal domes all reflected the feeling of aristocrats.

In many years of practice, young people have more and more comprehension of their own brand positioning, brand style, service objects and service content. So, Youngor is determined to determine his own design style. Dongdan flagship store, which has invested heavily in decoration, is both ethereal and functional in terms of space layout. It is both stable and stylish in terms of color application and lighting options. Entering the shop, noble and elegant decoration style and a wide array of fashion clothes, people really feel that Youngor's strides beyond the apparel industry.