Chapter 917： 5th Avenue

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For shopping enthusiasts all over the world, the discount season will always make them crazy, with one after another promotions and the fiery red "sdle" label makes people dazzled. Although the discount seasons around the world are slightly different, they are basically inseparable from two time periods, the midsummer July every year, and the festive December.

The discount season in the fashion capital can always easily make people lose their minds. London, Milan, Paris, Tokyo... Among these cities, the discount season in New York can always easily attract everyone's attention. Because there is Fifth Avenue, which is favored by even the Queen of England. When the discount season comes every year, the Queen of England will take a special plane to cross the Atlantic Ocean and go to Fifth Avenue to snap up purchases, which shows the great charm of Fifth Avenue.

The reason why Fifth Avenue is so attractive is not only because its location is located in the expensive Manhattan, not only because New York is also a world-famous fashion capital, but also because of the huge appeal of New York City, making Fifth Avenue. It has become the most complete collection of brand flagship stores in the world. Only you can't think of it, absolutely nothing you can't find. Fifth Avenue’s full coverage makes it easy for people to find their favorites on this long street, and the signboards with 50%, 30%, and 10% off during the discount season are even more attractive. Can't refuse.

5th Avenue of 2019, the discount season in December is coming, here is another reason for people to come to buy: the world's first flagship store of "November" men's clothing will officially open here!

If you don't know about "Eleven" men's clothing, you can only say that you really have nothing to do with fashion. Even if you put aside the keyword "fashion", in fact, "Eleven" men's clothing is also famous, as long as it is slightly related to entertainment. Anyone who knows it will know that this is a brand created by Evan Bell and designed by Catherine Bell. Therefore, although the "Eleventh" men's clothing has little qualifications, its global popularity is enough to compete with many first-line brands.

At the just-concluded Paris Fashion Week, the "Eleven" men's third season crime victims series set off a frenzy. Both male and female artists have become the "Eleven" crowd; "Fashion" is the first time in the history of using male actors as the cover. The magazine was out of stock again—two reprints still couldn’t keep up with the rush of consumers; plus Evan Bell’s “Crash” won numerous accolades as awards season approached…” Eleven" brand men's wear ushered in the best time to create

In this situation, the "Eleven" brand with only four branches is in short supply. Fortunately, as the manager of Eleven Studios, Teddy Bell has long been prepared for this. During the preparations for the opening of the flagship store, James Frank began to investigate matters of other countries entering department stores and opening branches. . At the same time, James-Frank is still investigating the stores in various locations in several big cities. Under the premise of reasonable expansion, flagship stores in various countries and cities can also start to pay attention, and then decide according to the sales level of the "Eleven" brand. The opening of flagship stores in other countries and regions.

Therefore, the opening of the "Eleventh" flagship store at this time is of great significance. The sales of the four branches are rising steadily. If the flagship store can still achieve good results, the expansion speed of the "Eleven" brand in the world will increase exponentially.

I still remember that when Eleven Design was established, the Bell Brothers joked that they would open the store of Eleven Design on Fifth Avenue to close the Louis Vuitton flagship store. Of course, it is not so easy to let a century-old brand that ranks among the luxury brands go bankrupt. However, Eleven Design has opened the flagship store of "Eleven" men's clothing in less than two years. On Fifth Avenue, this is indeed a pioneering work.

Fifth Avenue in Manhattan Island, New York, is actually a guide to the north, counting from east to west on Fifth Avenue, and the so-called Fifth Avenue in the sense of shopping paradise refers to the 39th Street to the 59th Street in the geographical sense. area in between. The flagship store of "Eleven" men's clothing is located at the junction of Fifth Avenue and Thirty-ninth Street. The geographical location here is close to Xiacheng District, a few blocks away from No. 11 Prince Street, but the straight-line distance is actually less than one block away. thousand yards.

The number of stores on Fifth Avenue is limited. Every year, old merchants may not be willing to withdraw, but a steady stream of new merchants want to enter, which makes the competition for each store very fierce. In fact, at the beginning of the preparations, James Frank did not target Fifth Avenue. First, the competition here is fierce, and second, the rent of tens of millions of dollars a year puts pressure on new brands such as "Eleven". If it is too big, even if you have money and connections, you may not be able to find a suitable storefront on Fifth Avenue. It requires a certain amount of luck and fate.

But unexpectedly, in August, James-Frank learned that there was a storefront on Fifth Avenue for sale. He was not so satisfied with the several storefronts he had seen at the time. With a good attitude, James-Frank went to personally. When I saw this store, I was not surprised to be very satisfied.

Since this is the end of Fifth Avenue, close to the downtown area, the location is definitely not as prosperous as the street part, so some brands are not too satisfied with the location, and there are virtually fewer competitors. But even at the end of Fifth Avenue, rents didn't differ much, again deterring some competitors. After negotiating with Teddy Bell, James v Frank finally decided to lease it, but they still had a lot of connections. They just grabbed the storefront in the fierce competition by relying on the depth of their connections.

The flagship store of "Eleven" men's clothing covers an area of ​​3,300 square feet (310 square meters) and has three floors. The exterior wall is composed of floor-to-ceiling transparent glass, all using natural lighting, and the overall silver and black design style It looks full of modernity, and the exquisite "Eleven" trademark on the wall is simple, elegant and clear at a glance. Even at the distant Forty Street intersection, you can see the conspicuous facade of "Eleven". At this time, the floor-to-ceiling windows on the first floor were all hung with black curtains, completely wrapping the scenery inside.

Although this is an area near the southern end of Xia. City, which is the end of Fifth Avenue, the rent here is still terrifyingly high. The annual rent of shops on Fifth Avenue can exceed $1,000 per square foot, which is the highest rental price in the world, and even Paris does not have the luxury of New York. Due to the location of the flagship store of "November" men's clothing, the price did not exceed 1,000 U.S. dollars. Three million dollars!

Thirty-three million dollars! This does not include electricity, water, gas, labor, etc. That is to say, the basic cost of opening a flagship store on Fifth Avenue is more than 35 million US dollars a year. If it is not a big brand, a Annual sales cannot reach this number, so Fifth Avenue is a man-eating demon for them. Therefore, all the brands that can stand on Fifth Avenue all year round are the world's top super brands. "Eleven" men's clothing stood on this big stage with the qualifications of second-year students, not to mention the future sales, but this "qualification" is already a history.

James Frank and Teddy Bell must have been well thought out though, Eleven currently has four locations in New York, Paris, London, Vancouver, and is open for seven months from its opening in February until August. The sales volume exceeded 60 million US dollars, of which the sales volume was the most prominent in July. In just one month, the turnover of the four stores reached 15 million US dollars. There is no doubt that this rising speed has become a first-line brand, and even made many Veteran first-tier brands are eclipsed.

Moreover, there are not many "November" stores at present, and the supply has always been in a state of short supply. What's more, the popularity of the crime victim series in the third season will also bring a new breakthrough in sales. Therefore, the flagship Store openings will only further stimulate sales. Teddy Bell not only has confidence in the sales of the flagship store on Fifth Avenue, but also believes that Eleven Design is definitely not a problem for Eleven Studio to be the most outstanding department in attracting gold.

As we all know, when "October" opened its first branch in Saks Fifth Avenue, a grand opening ceremony was held, and the star-studded scene was dizzying. Originally thought that the opening of the flagship store this time was more grand, but Evan Bell did the opposite.

Eleven Design announced early that this time the opening of the "Eleven" flagship store will not hold a large party, but will hold a small private party only open to p. The number of people who receive invitations at the party will not exceed 200, and There will be no red carpet, actually a low key party occasion.

This suddenly caught the media's eye and overnight, the private invitation letter for the opening ceremony of the "11" flagship store was fired to a sky-high price, and many loyal fans opened it on the Internet in order to infiltrate the party. Purchased the invitation letter for the sky-high price of $100,000. But even with a hundred thousand dollars, no one responded. Not only the fans, but even the reporters are trying to get in touch with each other, hoping to get a pass for this private party, hoping to enter the scene to watch the grand event. But unfortunately, there is still no news of any transfer invitations.

You must know that most of the people Evan Bell invited to this #people party were friends in the circle, as well as fashion tycoons. How could they care about such a small amount of money. The P members who were fortunate enough to attend the party were all customers who had accumulated spending of more than 5 million in the four branches of "November", and they were even more unmoved by their worth.

Now, even the wait staff at the opening ceremony of the flagship store are overwhelmed. There are more than five people competing for a position. It is not that the salary of this party is very impressive. Not inferior to the gatherings of high society, it is an honor to simply enter for a sightseeing.

For a time, the frenzy of the "Eleven" flagship store completely submerged the autumn in New York.

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