Go to the following two addresses and you will be able to visit the new H&M brand Arket for the first time.

If you talk about the enthusiasm of opening a store, when the current retail environment is not good, no one should match the new sister brand Arket, which is about to launch by Swedish fast fashion brand H&M. In the past two days, it was reported that H&M had selected the specific location of the second and third stores for Arket.

According to the website Ratail Gazette, the original Banan Republic shop in Regent Street, which has been identified as the first store, will be removed. The second store in Arket will open at No. 33, Købmagergade Street, the pedestrian shopping street in the old town of Copenhagen, Denmark. At the same time, the third store in the world will also open. Similar to the Købmagergade Street environment, the store will open in the Covent Garden business district of London. Many brands will open special concept stores or flagship stores in this area. The only Armani Box beauty concept store we have visited in the world is also in this area.

Arket's new product preview in London on June 2nd Source: Arket Instagram

At first glance, it is no surprise to confirm the two new store plans. But Arket is a brand new brand, and the risk of market expansion is not small. According to the March H&M release of the FY2016 results report, Arket's first store is expected to open only this fall. Even with reference to the August opening date announced by the Daily Mail, customers will have to wait two months to see the first store in Arket. It can be said that this is an expansion based on zero market feedback.

In general, many brands will be more cautious when introducing new sub-brands or retail concepts. For example, Yamamoto, the general manager of MUJI China, told the interface reporter whether the world's first MUJI Diner, which just opened in Shanghai, could continue to expand in China and even globally. It also needs to see the performance of this first store. Customer feedback depends on the situation.

Moreover, the global fashion retail industry is experiencing wave after wave of closing stores. Even H&M can't escape the need to close stores and merge large and small stores to save costs and improve efficiency. From this perspective, Arket is highly anticipated by the H&M Group.

The "Daily Mail" report more or less confirms this view. According to relevant reports, H&M Group has been planning for the establishment of the brand for two years, hoping to explore the future of physical stores. Customers can not only buy fabrics made of multi-technology fabrics in Arket, but also adapt to different seasons of climate. They can also get more convenient shopping experience through special scanning system.

Arket's products have already taken the lead. The brand's first collection was previewed on June 2nd at the Royal Geographical Society of London. It can be seen that the clothing products are mainly based on the classic basic models, and the T-shirts, sweaters, white shirts or pants are not complicated or exaggerated. The most fancy products are also from external brands that are sold in stores, such as Reebok and Adidas. Prices range from £5 to £300.

According to the design team, the brand will spend more on the processing of fabrics that customers don't think of. They “researched the craftsmanship of the ancient costumes, and also invited the interior knit craftsmen to carefully customize the weaving routines, and also with Japanese technology fabrics. The company has reached a long-term cooperation, in order to make each piece of clothing no longer only pursue "fast fashion", but can have a longer life.

Arket first series catalogue image source: Arket

As for the part of the future retail store experience, it is now only in the "legendary". In the circulated version, since Arket's products will be based on basic models, the addition of special digital codes allows customers to find the exact location of all products of the same color and different fabrics in the store. This will allow the store to display the goods more freely, and also save the customer from the trouble of always looking for a clerk to check the money.

It is worth mentioning that H&M is smart enough to use social networks to constantly test the direction of customers' interests. At Archetofficial's Instagram account in China, the brand will release some new developments in store opening and product development, which will not only make publicity, but also make the store adjust according to customer feedback before the official opening.