In order to add new case studies for the Second Edition of my book Workbook for Fashion Buyers, I went to interview the emerging specialty store – Triple Major. The owner of the shop Triple Major was born in 1990 and he has 3 shops in China. Its Shanghai store is located in a typical Shanghai Longtong (Shanghai laneway), a residential area. Opposite is a Yue opera theatre. Internet has subverted many retail traditions. For example, traditionally retailers believe that a best location determines half success of the business, so usually retailers prefer to choose business centers although the rental fees today become ridiculously expensive. However the booming of social media makes it possible for retailers to open stores in non-commercial area. This is how Triple Major chose its locations. In the past we always believed that ‘experiences are treasures”, but one thing that I have learned from the booming of Internet business, is that experiences are proven to be shackles rather than treasures.
There are 4 floors in Triple Major. This is the fourth floor. Its owner Ritchie studied Business Management in USA, never studied fashion, so he uses his personal fashion taste to decide which lines he should choose for his boutiques: fun, humor but not too exaggerated.
Conventional retail stores like standardization and uniformity: same logo, same store image, same design theme and same product lines… Triple Major tries to subvert all these traditional retail concepts. The 3 stores of Triple Major use different themes, store images and product lines. The Shanghai one adopts the form of exhibition. The exhibition offers good interactions with consumers. The exhibition theme this time is a man’s transformation – from a fat guy to a fit one.
This is Chinese designer Dooling Jiang’s works. The bags in paper crane shape are very interesting. Dooling was born after 1985 but has a very strong philosophic mind.
As retailing is becoming very difficult, to sell lifestyle lines is in trend now. From clothing, shoes, accessories, to furniture and home textiles, whatever you want, you can find them in this type of stores. Exception (Liwai) in Mainland China has also opened lifestyle stores. In future, the offline retail space will be dominated by two types – one is comprehensive and big, the other is small but well selected specialty store.
The entrance area of Triple Major.
With the owner Ritchie.