On May 10, the national lifestyle brand Semir unveiled its new positioning "Comfortable Experience, Quality Life" on the banks of West Lake in Hangzhou, and unveiled its first flagship store after the transformation, which intuitively conveyed to the public the new Semir's focus on clothing quality and wearing experience. Semir brand spokesperson Zhang Xincheng and other guests witnessed this important moment belonging to Semir.
Immerse yourself in comfort and enjoy the quality of life
Semir has always put consumers first and has been constantly exploring the diverse scenario needs of Chinese families. Semir has noticed that the public's demand for clothing is gradually returning to the essence of products, so it has taken "comfortable experience and quality life" as its new brand positioning, focusing on product quality, innovating fabrics and design, and insisting on high cost performance.
At the press conference, Dandi, brand design director and art creator of Semir, and YANGMING, a fashion stylist, shared their understanding of the new Semir from the perspectives of brand design innovation, brand in-depth experience, and fashion trends, and linked tens of thousands of online and offline audiences to discuss the comfortable texture of public families.
The appearance of brand spokesperson Zhang Xincheng pushed the atmosphere of the press conference to a climax. Dressed in the brand's new summer arrivals, he vividly interprets the image of the new Semir with his personal style. Starting from the idea of daily wear, Zhang Xincheng interprets the upgrade of the new Semir in terms of wearing experience and store experience from the perspective of consumers, and calls on the public to unlock the quality of life together.
Design fabric dual drive to upgrade the wearing texture
Undertaking the brand upgrade, the new products of Semir this season were also released to the guests at this event. The new products integrate multiple scenarios of urban life, covering denim, light outdoor, sunscreen, children's clothing and other categories to meet the needs of different consumers, showing excellent practicality and wide adaptability.
At the design level, the new Semir abandons redundant decorative elements, outlines the texture of the product with simple design and comfortable fit, and emphasizes the brand's compatibility with people of different ages. The lightweight and versatile design language can be quickly integrated into different dressing scenes, and the practical wearing doctrine is carried out to the end. The blessing of various technical fabrics has also further improved the wearing experience of new Semir products, such as Senrou denim and cool series, which can effectively solve the pain points of dressing and help consumers easily cope with different dressing scenarios.
Multi-dimensional comfort experience to enhance the experience of the store
In addition to continuous product innovation, Semir also uses stores as one of the transformation levers, and conveys brand tonality by upgrading offline multi-dimensional experiences. The new Semir flagship store focuses more on the category presentation of products. The display of all mental products and special functional products is clear and orderly, and it is easy for consumers to quickly understand and choose independently. The flagship store also introduces Semir children's products to create a one-stop shopping space for all categories of retail space, providing a comfortable and textured wearing experience for consumers of all ages in the public family.
The store renovation is not only very different from the past in terms of visual design and space display, but also deepens the transformation of the store according to the local culture and customer sentiment needs of Hangzhou. In this retail era where "experience is king", Semir has opened up a public interactive space for consumers in its flagship stores, providing the public with a comprehensive quality life experience integrating shopping and leisure, and creating a social gravitational field with both a sense of quality and a vibrant atmosphere.
In conjunction with the promotion of cooling products in the current season, Semir also launched a limited-time pop-up event called "Semir Cold Chain Cooling Body Customization", allowing consumers to not only experience the latest cooling products on site, but also experience interactive fun through "cold" devices such as check-in. The topic of "No Regrets in the Unpopular This Summer" created by the brand is even more suitable for its witty and playful relaxed attitude, which is in line with the public's daily emotional dissipation, and has a high degree of resonance with consumers, triggering heated discussions and wide dissemination among the participants on the spot.
Semir transforms and combines to open up a new realm of brand development
In the face of fierce competition in the traditional apparel industry, Semir conforms to market demand, focuses on explosive products, increases R&D investment, and is committed to the marketing and promotion model of "category as brand", building consumer awareness through value category clusters, and enhancing the potential energy of the "New Semir brand".
As the first line of connecting consumers, the importance of stores to brand transformation is self-evident. This year, Semir expects to open more than 500 new stores and strengthen cooperation with chain shopping malls in key cities to continue to expand its brand influence and market share. The opening of the Hangzhou New Semir flagship store is a microcosm of the comprehensive upgrade of the brand's channel strategy.
In the future, Semir will continue to have in-depth insight into the needs of the people, focus on comfortable and high-quality humanistic design, optimize consumers' wearing and shopping experience, and help consumers of more ages enjoy a comfortable life through comfortable and versatile full-category textured clothing.