Each Dress Contains A Pocket Drama.

One thousand people have one thousand T-shirts in mind.

From the simplest clothing category of "one vest with two sleeves", people saw the culture, some saw the unlimited expansion of sales volume, and others saw the possibility of brand upgrading. This is a very simple but extremely legendary clothing category.

It is simple because no matter how many color patterns are changed, it is "just a vest with two sleeve cages" in structure. It is legendary because it has a seat on the T stand and the market place, which is almost everywhere in the wardrobe of men, women and children.

More importantly, it is accompanied by the emergence of a new generation of consumption concept. The age of clothes and food is long gone, and the traditional concept of "sewing for three years in the new three years" is also out of date. Consumer buying behavior is becoming more frequent and improvised.

This means that for the clothing enterprises, this summer T-shirt war has already started. How can we add the N +1 parts into the wardrobe that consumers have already hung up 35 T-shirts? It has become a new problem that makes people find fault.

As for T-shirt itself, it represents a culture, a value proposition representing freedom, independence and equality. Any idea or proposition can be expressed directly and eye-catching on a small T-shirt, but the T-shirt itself is hidden behind it, like a river bed, which carries the social trend of thought and people's life changes.

From the 50s of last century, it first appeared in the movie "the sand of Iwo Jima" and "the streetcar named desire". The image of a tough guy wearing a tight white T-shirt was elected as an election propaganda media by the American election participants in 60s, and then a "commemorative T-shirt" was designed by the Silicon Valley in 80s. Every single program was designed to maximize the freedom and imagination of all the designers.

For enterprises, T-shirts are also a medium, a 2 medium that enables enterprises to interact with consumers. You may say that other commodities can also be done, but through T-shirts, you can intuitively understand what the consumers are most concerned about, what they like most and what they care most about, so that they can find a suitable business incision between them most needed and what you are best at, and win a unique market position. On the other hand, this product itself is like a simple and versatile feature of parts, and allows consumers to match unique styles from the many choices offered by businessmen. Therefore, whether or not we can balance the unique choices that we provide to consumers and the matching space reserved for them are the key to winning the T-shirt war.

As Ryui Masa, founder of Japanese UNIQLO company, said, "T-shirt, the most simple product in all clothing categories, has the potential to achieve an ideal business model." In this issue, we selected four business cases from the battle of T-shirt war, which tried to explain the unique commercial value of T-shirts from four different latitudes.

For startups, T-shirts are a realistic Utopia, providing the possibility of building any business model. From value proposition to resource and capability, and then to profit mode, any way you can think of it can be combined arbitrarily to this piece of T-shirt whose value is equal to zero but may be enlarged to infinity. As long as there is enough reason to move people, whether it is creativity or price, this potential business opportunity will become a real reality.

For mature companies, T-shirts are also becoming a tool for brand upgrading. The successful experience of UNIQLO and the ongoing commercial practice of Metersbonwe and van customer are proving that the T-shirts with relatively independent temperament will be removed from other clothing categories and give them new connotations in the way of brand operation. It is very likely that they will knock the brand image inherent in consumers' minds and trigger their re recognition of their mother brand.

Eileen Chang once said, "for people who can't speak, clothes are a kind of pocket drama with words." If so, T-shirt is probably the most straightforward, the most lively and the most free play. The curtain has already been opened, and let's see the appearance of the protagonists.