Who Will Dominate The Battle Of ZARA Market In UNIQLO?

< p > recently, < a href= "http://sjfzxm.com/news/index_s.asp" > Google Corporation < /a > released the 2013 annual a href= "http://sjfzxm.com/news/index_s.asp" > the global popular search keywords ranking < /a > (Google Zeitgeist). From the 2013 global Internet users' search hot words to see 2013 hot spots of the year, the collection of 72 countries and regions of the hot figures, events and brands, issued more than 1000 billboards, of which China's "/a", "fashion" brand, "fashion brand" category "crown" is the Spanish high street brand. Compared with last year, the cosmetics brand Lancome topped the list. This year, the high street brand has won a comeback. In addition to the No. 1 Zara, UNIQLO and a href= "http://sjfzxm.com/news/index_s.asp" from Japan, high street brand < /a > Topshop are third and eighth respectively. Now let's take a look at the details of the world's clothing and shoe net. < /p >
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< p > at a time when consumer demand is low, a fast fashion fashion brand is eye-catching, and sales are rising rapidly, showing a rapid expansion trend. Taking the case of UNIQLO and < a href= "http://sjfzxm.com/news/index_s.asp" > ZARA < /a > as a case, the product positioning strategy of fast fashion clothing brand is discussed. < /p >
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The target customers of < p > a href= "http://sjfzxm.com/news/index_s.asp" > UNIQLO "/a" are all people. Therefore, we should take into account the needs and acceptability of the public. Only the style is not too clear and the characteristics are not too obvious. Only the most acceptable clothing can be accepted by most people, so a simple and basic product positioning has been formed. In contrast, because the target customers of ZARA are young people who like fashion, they must be fashionable, otherwise they will not attract the target customers. < /p >
< p > from this point of view, the product positioning of UNIQLO and ZARA after defining the target customers is accurate, and the combination of the two different target customers and product positioning leads to different marketing strategies of their respective brands. It can be said that UNIQLO and ZARA represent the two ideas of fast fashion brand marketing respectively. < /p >
< p > < strong > then what is the development direction of the two choices of UNIQLO and ZARA? {page_break} < /strong > /p >
< p > if alone from the financial data and shop opening situation, ZARA's current business situation is slightly better than UNIQLO, but the author thinks that we can not just make a simple judgement based on this. On the contrary, the future development of UNIQLO is worth looking at, and even UNIQLO chooses a wider and more flat road. UNIQLO has found a very sensible position for itself. The wisdom is that more consumers are likely to accept UNIQLO clothing than ZARA. < /p >
< p > from the perspective of popular taste, although fashion industry is becoming more and more developed today, fashion people are looking forward to dressing up fashionable, beautiful and attractive, and forming a small group. However, compared with the general public who dress up for fashion, it is still a minority. For many "non fashionable" people, they are not interested in clothes that are too fashionable, or they dare not wear them because they are too fashionable. If we take a look in the street, we will find that there are not so many fashionable people around us. Most people wear clean and neat clothes. < /p >
< p > so the advantages of UNIQLO are reflected, because its product style is mainly based on simple and generous basic style. The style will not be too exaggerated, it will not restrict the age, occupation or even the figure of the wearer, nor will the ordinary people dare to try because of too much fashion. The style is very close to the people, everyone accepts it, so the audience is wider and the development space is bigger. On the contrary, ZARA's high-profile tastes will discourage many ordinary people, thereby losing part of the customer group. From the location of ZARA's target customers, it can be seen that its a href= "http://sjfzxm.com/news/index_s.asp" > target customer "/a" scope itself is much narrower than that of the excellent clothing store. < /p >
< p > clothing is a mirror reflecting the economic situation. From an economic point of view, the author thinks that it is also a bright prospect for UNIQLO. There is a price to pay for fashion, because fashions are always changing. If you want to cater to it, you can't stop buying new things, so you need to spend a lot of money. Although the cost control of ZARA is well done, its clothing is also very cheap, but cheap stuff is also a great expense. < /p >
The faster the more beautiful the P, the faster the fashionable clothes become. ZARA's product is just like that. Because of the obvious trend of the season, when the new season comes, the tide will not wear the old products, but the new ones. And because of the strong sense of design, a garment will impress people once they pass through it. In order not to make people feel that you only wear this dress repeatedly, fashion consumers must not buy one or two clothes in a single season, but buy in large quantities to maintain freshness. < /p >
At P, the advantage of UNIQLO is reflected. UNIQLO's products are simple in style. Although the tide flu is not so strong, it also means that it is not so outdated. The clothes bought this year will not be discordant after a year or two. Because of its simple style and foundation, UNIQLO's clothing is very good match, and it can be combined with your existing a href= "http://sjfzxm.com/news/index_s.asp" > dress less than /a. Especially those made of new fabrics, they are really functional and comfortable to wear. These characteristics are in line with the general public needs that emphasize the performance of "wear" rather than "beauty". < /p >