Why Does "Basic" UNIQLO Enter The "Fashion Circle"?

May 15th was the day when Uniqlo opened its flagship store in Nanjing West Road, Shanghai.

On the same day, a picture was circulated on the Internet: from a corner near the flagship store of UNIQLO, nearly 1 kilometers away, fans were crooked and queued up. The main character in the picture was a sign on the top right-hand corner, which said, "sorry, I have kept you waiting for a long time. It's 1 hours away from here."

This is good luck brought by the "8" T-shirt.

Before the opening of this flagship store, UNIQLO China has used 88 T-shirts designed with the Chinese lucky number "8" as a gimmick to open shop monopoly products for a whole month.

Every summer, T-shirt is in.

However, "UT" has become the "highlight" of UNIQLO summer, or something that has just happened in recent years.

Parts manufacturers are stepping into "fast fashion"

The clothing brand, which was born in Hiroshima, Japan in June 1984, has suffered the biggest crisis since it was founded 20 years ago.

For a long time, UNIQLO is a concept of "clothing warehouse" in the eyes of the public. It has been growing rapidly through the form of "hypermarket" in the form of "continuous supply" to consumers, such as shirts, sweaters and straight pants.

It is said that every three Japanese people have a fleece jacket of UNIQLO.

But the other side of "national street clothes" is that the simple style makes copying and imitation easier, and is sandwiched in the "fast fashion" such as H&M and ZARA.

In 2005, the European market of UNIQLO was shrunk, and the Asian market was equally gloomy. Its stores in the new Dongan market in Beijing were disappearing in the same year.

At that time, President Tamatsuka Shimotochi lost the real power of the president, and President Liu Jing was becoming the power of the company again.

"UNIQLO wants to become a garment accessory."

This is the view advocated by Ryui Masa.

In Ryui Masa's view, UNIQLO should be able to match freely with other brands and even other first-class brands.

This product that fully embodies the "silent, quality oriented producer" of clothing components, UNIQLO needs to be communicated to consumers.

Based on this "concept of parts", UNIQLO usually stores its stores next to the top brands.

The most important part of clothing is the non T-shirt.

Ryui Masa thinks that T-shirt is the simplest product in all clothes, but it has great potential to become an ideal business mode.

According to the sales volume of UNIQLO products at that time, T-shirts were second only to the category of fleece and sweater, and UNIQLO's supply chain system was absolutely strong in producing T-shirts in large quantities.

To this end, Ryui Masa likened the production process of T-shirt to a new research and development system: after completing a set of infrastructure from the pattern negotiation, material selection, production, distribution and distribution to sales, the concept of "UT" with different contents of the T-shirt product can be added to this system.

Business mode of "UT" media

One day in early 2006, the newly decorated UNIQLO master held talks with a middle-aged man named Misaki Sato Cox.

After this historic meeting, the Japanese advertising and design world's hottest personas became the creative guide of UNIQLO.

From the point of view of designers, Misaki Sato and his interpretation of "part theory" thoroughly explained "super rationality with aesthetic consciousness."

Misaki Sato believes that this is the biggest reason that UNIQLO can provide consumers with the brand to pay the premium, and it is also the only thing that UNIQLO can do.

These "things" are implemented to the specific operation, that is, to let consumers display the products of UNIQLO storefront and feel the simple and ultimate "courage" displayed by the diversification of UNIQLO.

Because

And Liu well is facing the problem of finishing up to 500 patterns of UT each season.

"T-shirt should be put on the beverage freezer of this store!" in the convenience store of "future T-shirt" designed by Misaki Sato's flagship store in UNIQLO, a whole wall was designed to be close to the freezer shelves. There were a large number of tins packed with T-shirts, and a LED LCD display similar to the glass door of the refrigerator showed various thematic series of UT, such as pop culture, enterprise cooperation, children's series and so on.

Consumers, like buying drinks at supermarkets or convenience stores, take away the printed patterns of cans that attract their eyeballs.

On the day of the opening of the flagship store in Japan, Ryui Masa could not help but sigh with joy when he watched the scene of the shopping process that was crowded with a large number of customers who chose UT.

It was UNIQLO who made this "only uniqe can do", and let UNIQLO catch the "fast fashion" train and start out of Japan.

Today, Ryui Masa has sold UNIQLO clothing to many countries such as the United Kingdom, the United States, France, Korea and so on, and its number of shops has reached 848 worldwide.

Interestingly, when UNIQLO returned to the Beijing market in 2008, there was a branch that settled in the new Dongan market managed by A PM group.

This was the place where UNIQLO left the scene, but the difference was that the color of the block logo, which was redesigned by Misaki Sato, turned from dark red to bright red.