Analysis of Lighting Design for Fashion Women's Jiangnan Puyi Flagship Store

“Upgrading shop image, enhancing brand influence, and forming an atmospheric image of shops with international brand image” when the design director of Hangzhou Jiangnan Clothing (JNBY) Garments Co., Ltd. found KOOPLIGHTING in Shanghai and entrusted him with making a store lighting plan for the Hangzhou flagship store. , made the above request.

“Upgrading shop image, enhancing brand influence, and forming an atmospheric image of shops with international brand image” when the design director of Hangzhou Jiangnan Clothing (JNBY) Garments Co., Ltd. found KOOPLIGHTING in Shanghai and entrusted him with making a store lighting plan for the Hangzhou flagship store. , made the above request.


In recent years, international apparel brands have made great inroads into the domestic market. Strong brand effects, grand marketing campaigns, a strong flagship store image, and a series of promotional activities have caused a huge shock to the domestic apparel retail industry.


Under the fiercely competitive market environment, domestic clothing brands are striving to find a breakthrough in order to occupy the market and expand brand influence. Making an image of a store with international standards is an important direction for their efforts.



Jiangnan Buyi, the young clothing brand that was born only for more than 10 years, has occupied an important position in the domestic fashion women's field. Its brand image and product market share have already formed a greater influence on the domestic urban female white-collar consumer stratum. At the same time, finding a breakthrough in the image of the store and creating an international brand atmosphere is also the goal the brand strives to achieve.


“Understanding the brand, understanding the product, understanding the store, and understanding the display can only achieve the lighting design and lighting design of the store.” Although the designers of KOOPLIGHTING have experience in lighting planning and design of dozens of clothing chain stores at home and abroad, they are After receiving this design commission, he continued to carry out serious and even cumbersome market research work. They traveled to and from the city and communicated frequently with colleagues from the KOOP branch in Hangzhou and designers from Jiangnan. They also investigated the lighting conditions of the commoner shops in Jiangnan, Hangzhou, Beijing, Shenzhen, and Xi’an. A large number of lighting data collection and analysis work, as well as in-depth analysis of the lighting conditions of Jiangnan common clothing competitors.

Jiangnan Buyi's full English name “JUSTNATURALBEYOURSELF (Nature, Self)” embodies the spirit of the brand and is the concept of the interpretation and promotion of the brand. The customer group is located in the urban knowledge women mainly from 20 to 35 years old. They use the environmental protection color as the basic color system, with appropriate popular highlights as the embellishment, but not in the common state, which has formed the distinct personality of the clothing.

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