Author:Cai Weinan
Last update date:2021-02-17 15:45
In the past, the Japanese chain retailer ICE FIRE, which used to open positions to attract customers and mainly focused on American and Japanese trendy apparel brands, entered the Hong Kong market as early as the early 1980s and is considered the ancestor of Hong Kong’s fashion brands. However, in the face of increasingly fierce competition in fast-food fashion and online shopping, the scale of the brand’s Hong Kong branch has continued to shrink in the past few years, and will be closed in March this year, which means that another trend era is over.
Citywalk and Miramar Plaza branches are closed at the end of this month
In fact, ICE FIRE bucked the market in mid-November and recruited full-time and part-time shop assistants. However, less than three months later, the brand announced on its social page on February 3 this year that “GOODBYE SALE is on sale at all branches.”
↓↓↓Tsuen Wan branch directly click↓↓↓
A reporter from this newspaper went to the branch of ICE FIRE in Tsuen Wan Citywalk to inquire about the closure. A staff member who did not want to be photographed said that the store would close on the 26th of this month. According to what we saw on the spot, the storefront and display windows were all posted with GOODBYE SALES notices.
The reporter also called other branches of ICE FIRE to inquire. The branches of Miramar Plaza in Tsim Sha Tsui and West Kowloon Centre in Sham Shui Po are expected to close at the end of February or early March. Another branch staff said that the company has not carried out large-scale opening promotions in the past year, “even the warehouse has been moved and buried.”
Taikoo branch closed in August last year
ICE FIRE still has about 13 branches in Hong Kong in 2014. At present, there are 8 remaining stores. Kowloon area accounts for the most, with 5 stores located in Tsim Sha Tsui, Mong Kok, Sham Shui Po and Whampoa. The two branches in the New Territories are both in Tsuen Wan, and the only remaining branch on Hong Kong Island is in Wan Chai. Except for ground shops on Wan Chai Road, Wan Chai and Chatham Road, Tsim Sha Tsui, all other shops are shopping malls.
Among them, the Taikoo branch announced the relocation in July last year, so it launched a discount of as low as 20%, but at the end of August, it reposted the closing enlightenment. In September last year, an online warehouse sale was held to promote sales on the online platform.
Sales promotion in rented industrial building
Looking through the information, ICE FIRE is a Japanese-owned chain retailer with Hong Kong as its business center. It was established in Hong Kong as early as 1982. It mainly provides casual fashion apparel. It has successively introduced a number of American and Japanese brands, including the familiar US Century-old clothing brand Champion, American tooling brand DICKIES, boxing sports brand EVERLAST, Japanese brand SCENE, Playboy, women’s jeans brand MissSixty, and AVIREX military jackets.
In addition, in the past few years, ICE FIRE has often used the form of opening sales promotion. During the opening period, it will rent the building and industrial building units, which are filled with more than 100 fashion brand clothing products, including leather jackets, sweaters, army pants, jeans, bell bottoms, wave Shoes, leather wallets, and even helmets are also available, and short-sleeved tops from some trendy brands are sold as low as 40 yuan.
Since the opening price is greatly discounted compared to the original price of the product, some expensive products can range from the original price of 2,000 to 3,000 yuan, and the price can range from less than 1,000 yuan or hundreds of yuan, which often attracts a large number of people to buy. Extreme Ruins.
When ICE FIRE opened for sale, there were often crowds of market scenes in the store. (ICE FIRE Facebook photo)
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