Trendy brand collection stores have become a new investment outlet

According to Brand Planet News, the one-stop fashion lifestyle platform for young people "KNOWIN Trend Lab" completed a new round A  of nearly 200 million yuan in financing. The investors are Jingwei China, Yunjiu Capital and Zhen Fund, and Palm Capital is the exclusive financer consultant.

Positioned as a "trend laboratory" for young people, the categories sold by KNOWIN mainly include trendy sneakers, clothing, accessories, toys, and so on.

Skyeye Check App shows that the parent company of KNOWIN is Shanghai Xiguo Sporting Goods Co., Ltd. The official website of Xiguo Sports is shown as an online shopping website, which sells products covering eight categories, including audio-visual entertainment products, office supplies, and digital furniture. Except for the KNOWIN project, it does not involve the sale of more trendy products.

From the perspective of tonality positioning, KNOWIN and TX Huaihai have an overall fit. When I visited the interface fashion, I saw that TX Huaihai Mall also opened up retail spaces with trendy attributes such as the trendy brand collection store INNERSECT, as well as designer brands THISNORTHAT, SUPERR and so on.

The second floor of TX Huaihai shop where KNOWIN is located is adjacent to a curatorial space. This space will hold various exhibitions from time to time. For example, from May 20th to 30th, the space will exhibit a special exhibition of "Dream · Well" Menglong Happiness created by the ice cream brand Menglong. Considering the openness of the mall structure, similar exhibitions can bring passengers to the neighboring KNOWIN to a certain extent.

On the whole, KNOWIN’s store decoration has the attributes of an online celebrity shop. KNOWIN placed a motorcycle device at the door with the name of the hip-hop creative team 88rising printed on it. According to the clerk, this is specially prepared for the new 88rising and Kongshanji joint series.

It is worth mentioning that KNOWIN attaches great importance to celebrity and hot marketing. When the first store opened, KNOWIN had cooperated with the incubator brand FOURTRY of the variety show "Fashion Partners" to open a pop-up store for a limited time.

Currently, KNOWIN has only two offline flagship stores, and no online channels have been opened. According to the brand planet news, in the future, Bilibili will have more and more in-depth cooperation with KNOWIN offline.

A visible trend is that fashion retail is becoming a new outlet for capital. Not long ago, it was reported that Bubble Mart invested tens of millions of yuan to invest in Solestage, a trendy brand store. This is the first time Solestage has received financing. The brand is valued at nearly 200 million yuan, and Bubble Mart is the only investor in this round.