ICICLE's Women's Brand Integrated Living Space Class

Founded in 1997, ICICLE is headquartered in Shanghai and launched the menswear line in 2011. Its brand, ICICLE Women's Wear, adheres to the concept of comfortable and eco-friendly commuting since its inception and is committed to providing high-quality, easy-to-care, natural commuting equipment for the young middle class. At present, ICICLE's women's channels are mainly department stores and shopping malls in major cities across the country. The goal is to build ICICLE into a representative brand of high-end environmental protection in China.

It can be seen recently that there are similar reports on the mass consumer apparel market: the growth rate of fast fashion brands has slowed down; Japanese brands have been unable to gain favor from consumers; as for Korean brands, according to the current situation, perhaps the product itself has exceeded the scope of the product itself. . In contrast, in the domestic brand market, there have been rising quality brands in recent years. Most of them have these characteristics: regardless of the store or product, they have a sense of design and recognition, and after creating their fan base, they introduce derivative service formats.

ICICLE as a local, but also a local brand leader, in addition to steady development, last year, two events attracted me, the first is the brand in the Jiuguang Department Store opened its first accessories store, which shoes and bags product style Apparel comes down in one continuous line, and also brings bright points to the relatively similar leather goods market. Second, after the end of the year, after the adjustment of Yaohan, ICICLE almost all product lines into the Shanghai's best performing department stores, in different categories of all floors Both occupy a good position, as evidenced by the mutual support of local shopping malls and local brands.

At the end of February, the brand made a big move and the space of ICICLE SPACE, the nation’s first integrated living experience center, was opened at Hechuan Road Technology Oasis. Such a life hall covering 5 theme spaces on 2 floors will definitely face high rent pressure in the core business district. Therefore, it is reasonable to choose the site to be located in the park where the company is located to create such a “back garden”. .

Because the brand has very high requirements for its own image, when I first visited, it was at a time when some areas were being remodeled and new products were being sampled. Therefore, when I couldn't show the best side of the brand to my readers, I respected the brand opinion. Decided to give up shooting. The graphic in this article mainly refers to the push material in the official micro-signal of the brand. Although this is a rare non-personally-originated original content, as a classic example of a local brand leader, it must be shared.

1, FLOOR

The flagship store of ICICLE FLAGSHIP

SILEX FRENCH CUISINE SILEX French Restaurant

As the main space area of ​​a clothing brand life museum, nature will still be built with “origin”. After entering the main entrance on the first floor, ICICLE's full range of apparel is presented, including the conventional women's wear, men's wear, and baby's wear product lines. The series of accessories mentioned in the article will intersperse among them, and the Paris line of the brand is one of the highlights.

In 2013, the brand established the Paris Design Center to attract local creative design talents and create a product line for the brand in Paris, with a view to bringing international products and experiences of different styles to domestic consumers.

The other main space on the first floor is the restaurant SILEX, which was created by French chef Jérôme Tauvron and the brand. The two parties signed a partnership in July last year, hoping to achieve cross-border cooperation from economic to humanistic levels through innovation in business models, integration of resources in content services, and deep integration in aesthetic and cultural aspects.

2, FLOOR

Bookstore of ICICLE BOOKS

The ICICLE GALLERY Gallery

SERVICE CENTER Customer Service Center

ACTIVITY SPACE event space

For a friend who is familiar with the brand, perhaps the second floor of the store is more attractive, and it is also the biggest reason for its distinctiveness and style.

On the right side of the main entrance, through the wooden stairs, you can come to the second floor of the Imperial Bookstore. Although the brand is a bookstore, ICICLE is not the first one, but due to the cultural temperament of the brand itself, the bookstore space in the store is as harmonious as it was born. In terms of the selection of books, it mainly focuses on art, design, literature, life, science, etc. field.

Fusion with bookstores is an event space that can be used to organize various thematic exhibitions, as well as various interactive activities such as children’s education, parent-child interaction, cultural development, and living and dining experiences.

ZIYI Gallery is another region with an extremely strong artistic and cultural atmosphere. In the first exhibition, the brand teamed up with M97 Gallery to launch the world-class photographer Robert Van Der Hilst's photo exhibition “Eternal World”. In the future, there will be more artists, artisans, and talents in various fields. Exhibitions, lectures, experience workshops and other events will be held here. Not only can customers visit the world's top arts, but they can also appreciate the aesthetics of life advocated by ICICLE.

Some brands make a coffee bar in the shop, purchase some home furnishings, and enjoy the name and life experience hall. After high-end brands build their own cultural attributes through products, they extend it around. In this respect, the exceptions can be described as the industry’s Leading figures, the Group’s Fangshang, Hengshan Heji, and other brands have all become benchmarks in the industry, and ICICLE has made great advancements in recent years. For more brands, they are actually full of entrepreneurial spirit. At the time of "innovation", it was also necessary to focus more on the core definition of the brand and the product itself.