Four Reasons For UNIQLO Getting Male Consumers' Attention

When you go shopping, the following scenes will be very common: your wife (or girlfriend) is picking up the chicken blood, while the husband (or boyfriend) is bored on the side.

However, this may not happen.

Happen。

Steven Sare, chief purchasing officer of UNIQLO recently told Business Insider: half of customers in UNIQLO are male.

The difference is that UNIQLO's competitors are mostly trying to win more women consumers.

For most clothing retailers, it is normal to please women as much as possible, because women are naturally fond of shopping and chasing fashion.

But UNIQLO does not think that focusing on the female market is conducive to expanding its market share on the basis of the current market.

"We will not operate the male garment business as a two tier business. It is our main business."

Steven Sare, chief purchasing officer of UNIQLO, told Business Insider.

Women think UNIQLO is too basic, but it is good for men who are too lazy to spend their minds together.

It has clearly realized that unfashionable, functional, high quality, low price and classic tailoring are helping to attract more and more male consumers.

UNIQLO was founded in mid 1980 in Long Island, Japan. This company has established its position as a clothing brand that men and women can wear from the very beginning, which determines that its style is simple and basic.

The founder of Tadashi Yanai has followed the business model of American brand Gap, but most European and American fast fashion brands still try their best to pursue the trend. Only UNIQLO insists on basic funds.

"UNIQLO's clothing is quite basic, you don't have to be a fashion person to match the trouble."

"Men like it because they are easy to mix and match, simply dressed, without having to work too hard," says Laura Gurski, a retail partner of A.T. Kearney, a consultancy.

At the same time, UNIQLO offers the same style, but not the same color of clothing.

Male consumers can buy different colors.

With jeans, it's very practical.

Because men tend to shop fewer times than women, but they spend more time on shopping than women.

As long as you know your size, it's too easy to pick up a few shirts or t-shirts for 15 minutes.

The cloth absorbs sweat and dryness to meet the actual needs of most men.

The second reason why UNIQLO attracts so many men is that it is

The choice is very suitable for men's more athletic characteristics.

Although there are many

They claim that their cloth is sweaty, dry or warm, but UNIQLO is the first company to sell the quality of functional clothing as a selling point.

UNIQLO promotes its own functional pants to ensure that men feel cool. It is still on sale.

The slogan was: our technology ensures that we feel sweat, dry, smooth and comfortable.

These slogans have convinced a large number of male consumers that they can solve existing problems by using UNIQLO.

"The value and functionality of products are the fashion appeal of male consumers."

Sare said, "many men buy sportswear at teenagers or around 20 years old, so UNIQLO mastered the shortcut to communicate with men.

This method establishes the familiarity of consumers when shopping in UNIQLO.

Good wear is not expensive, but also attractive for men.

Like Nike and Under Armour looking for sports stars to do endorsements, UNIQLO also recruited tennis star Novak Jokovic to be her spokesperson.

At the same time, compared with those fast fashion brands pursuing fashion, UNIQLO pursues better clothing quality, and the strategy of "high quality and low price" makes it more distinct from other brands.

A classic Kashmir sweater sells for 89.9 US dollars (550 yuan) in UNIQLO, while the same quality product may sell for 225 dollars (about 1410 yuan) in J.Crew.

Then you will ask why the quality is so good. Why is it so cheap? According to the analysis of New York magazine, UNIQLO guarantees the low price by restricting the clothing styles and quantity, and only supplies a small number of commodities that need a lot of output, so that it can choose better materials and save costs.

Finally, the tailoring is also the reason why many male consumers love UNIQLO.

The research and Development Department of UNIQLO thinks it is extremely important to improve the fit of clothing. They want to provide them with more clothing than competitors, and therefore do a lot of market research.

The conclusion is that men now want shirts that are more suitable, rather than dressed as inflatable boxes.

UNIQLO also hopes to spend some time on the tailoring and variety of trousers, with less than $50 per pants, which is a good choice for most pragmatic men.

Compared with women, male consumers do not have many choices of clothing categories.