“一日店长”实火，情绪消费何以上头？

Core Insights - The fast fashion brand W.Management has opened its first store in Beijing, attracting significant consumer interest through an interactive "One-Day Store Manager" event [1][4][6] Group 1: Brand Overview - W.Management, founded in 2023, targets a core female demographic by promoting "freedom of dressing" through its unique design style that blends American retro and modern street elements [4][6] - The brand has rapidly expanded, opening 23 large stores across various cities including Beijing, Shanghai, and Guangzhou within three years, with each store exceeding 2000 square meters [4][6] Group 2: Marketing Strategy - The "One-Day Store Manager" initiative has become a popular marketing strategy among brands, initially originating from Japan, where celebrities serve as temporary store managers to drive traffic and engagement [23][24] - W.Management has effectively utilized social media platforms like Xiaohongshu to create buzz around its store openings and events, engaging fans and consumers through pre-event promotions and interactive activities [11][13][17] Group 3: Consumer Engagement - The "One-Day Store Manager" event not only boosts foot traffic but also enhances consumer interaction, allowing fans to engage directly with influencers and brand representatives during the event [15][19] - The presence of attractive and engaging staff during these events has been noted to significantly enhance the shopping experience, leading to increased consumer satisfaction and brand loyalty [19][26] Group 4: Industry Trends - The trend of utilizing "One-Day Store Managers" has gained traction among various brands, including those in the beverage sector, as a means to create unique consumer experiences and drive sales [25][28][31] - Brands are increasingly recognizing the value of emotional consumer engagement, where the shopping experience transcends mere transactions, fostering deeper connections with consumers [38][39]