UNIQLO'S Only Competitor Is Not Gap.

When it comes to UNIQLO, the following confusion may represent the general opinion: why UNIQLO's almost basic clothes can be sold so well? Why does UNIQLO look cheap, but its founder, Ryui Masa, can become the richest in Japan? Why is it always claiming that those hot fabrics, light feather and so on have high technological gimmicks, but in the end they can lower the cost so low?

It is a subversive.

UNIQLO is perfectly equipped with the standard characteristics of an industry subversive: low price, meeting basic needs, and adding value added with fabric technology innovation, creating the concept of advanced products that the middle class can consume.

And the completion of this function is the concept of lifestyle and strong sales ability.

In 2014, it looked as though it were.

But it faces challenges both in the Japanese market and overseas markets.

Obviously, it also needs to find out the value of a lifestyle brand besides the distinctive Japanese brand characteristics or the simplicity.

Since UNIQLO hired Nagao Zhimin as the creative director of the UT Series in 2013, many people have looked forward to the younger and changing trend of UNIQLO in 2014.

Nagao Zhimin is known as the NIGO who built the street tide A Bathing Ape and has a reputation in the fashion circle.

Under the leadership of such a Japanese trend father, UNIQLO in 2014 and the trend of the relationship is more closely.

After taking office, NIGO carried out a series of styling and fabric reform for UT series. UNIQLO defined the UT in 2014 as The New Model T.

NIGO, who loves American culture, hopes to reorganize popular culture on the UT series. First of all, he invited his friend, who is also a popular singer in Europe and America. Pharrell Williams, as spokesperson of the 2014 UT series, has jointly launched the I am OTHER cooperation series.

NIGO redesigns the traditional series of UT series, such as Disney, Sanrio and Coca-Cola, which replace the naive patterns and the simple Logo design in the original series with ancient retro designs, posters and slogans, which cater to the trend of more young people.

In 2014, the series is a crucial step in UNIQLO's young trend this year.

In addition to the UT series, UNIQLO launched many basic designs with many designers this year.

Cooperation series.

If the UT series innovation brought by NIGO and the frequent launch of cross-border cooperation this year are the youthful trend of UNIQLO's products, then replacing young celebrity spokesmen and invites two W K creative directors is a move that UNIQLO wants to have a big breakthrough in advertising and marketing.

In June 2014, W K's creative director, Todd Waterbury, joined.

In charge of creative planning business in North America in UNIQLO, UNIQLO invited John C Jay to join in October, and became global creative director of UNIQLO.

And what innovations they have brought to UNIQLO will have to be known in 2015.

Under the influence of science and technology, the lifestyle of young people is changing, and UNIQLO has begun to pay attention to the pmission power of digitalization and new media.

UNIQLO's promotion has changed from simple advertising to more diversified online marketing.

Moreover, unlike the brand promotion we understand, after the development of smart phones and mobile devices, UNIQLO began to launch a series of small and refreshing App with similar style, such as Uniqlock clock software, calendar software Uniqlo Calender combined with music, color and weather.

In general, cross border cooperation, advertising creativity and digital marketing are all revolve around young people.