physical store and its move to a purely online strategy is a result of the change in which people shop–online shopping allowed for consumers to purchase directly from the global brands they were sourcing, thereby minimizing the need for a physical multi-brand store. The closure of Opening Ceremony’s retail stores was announced in 2019. As a response to the COVID pandemic, the brand closed all its physical stores and moved to focus on its online platform, a loss mourned by many across the fashion industry. Colette too closed its doors in 2017, evoking similar sentiments within the industry as an “end of an era.”131 This is in part due to the e-commerce boom, which ushered in a new period of production, distribution and consumption. Chinese fashion accelerated with this newfound model, transforming the way fashion boutiques, designer showrooms and e-shops are created.132 It is within this boom that YanYan Knits and Bobblehaus launched their brands–both bringing in something new and different, and able to do so through a digitized sphere. The digital sphere as newfound space allows customers to feel comfortable as they browse their e-shops, but like their predecessors of Opening Ceremony or Colette, their brand community is not just about selling clothing–they are interested in creating a relationship with their customers. As a part of their brand identity and their methods, YanYan Knits and Bobblehaus first establish a foundation of trust with their customers, much like their predecessors, before inviting them into their community. A strong brand identity as a foundation attracts customers to a brand, but
131
Andelman, Sarah. Colette, Paris Fashion Destination, Is to Close in December. The New York Times. July 12th, 2017. https://www.nytimes.com/2017/07/12/fashion/colette-paris-sarah-andelman.html Ahmed, Osman. “The End of an Era: Colette to Close Its Doors.” Business of Fashion. July 12th, 2017. https://www.businessoffashion.com/articles/retail/colette-to-close-after-20-years/ 132 Wu, Juanjuan, Yue Hu, Lei Xu, and Marilyn R. DeLong, Fashion in Multiple Chinas, 90.
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