UNIQLO Is Committed To Subtraction To Maximize Clothing.

Shortly after taking office, John C Jay, the global creative president of fast retailing group, had the first thought collision with the founder of, the founder of the company.

At that time, UNIQLO launched khaki trousers for the first time in Japan.

When John C Jay put a khaki on the table, then asked Ryui Masa, founder of UNIQLO, what he saw. Liu well said he saw casual pants - easy to match, handsome, and everyone could wear them.

Ryui Seisori came over to ask John what he saw. John said he saw John and Bobby Kennedy playing on the beach wearing khakis and T-shirts, playing soccer on the beach.

"What I see is not trousers, but stories and scene descriptions.

This is my western style description.

Ryui Masa has no Western description, but objectively regards it as khaki trousers, which is his ability and strength.

He doesn't mind the history of khaki, he just wants to promote this single product.

Ryui Masa's approach really threw us a lot of experience and ideas about fashion.

John C Jay said.

UNIQLO, founded by Ryui Masa, also has such distinctive brand characteristics: simplicity, concentration, and focus on the functionality of products.

Although UNIQLO is famous for its characteristics such as functionality, high quality and low price, there are also many female consumers who complain that UNIQLO is not fashionable.

Katsuda Yukihiroemi, senior vice president of fast marketing group Yukihiro Katsuta, said that sometimes salesmen selling clothes would advertise this way, for example, after wearing the clothes, they look very young and look pretty, but in fact, UNIQLO does not have such characteristics.

"My instructions to this designer are that you need to subtract some of the special elements of our surface, and do the most basic things. Don't exaggerate our individuality and publicize our individuality. We need the most basic things.

But on this basis, we need to inject some new factors to give customers some expectation, for example, women's dress is sexy.

He laughed.

He added that unlike other clothing brands that aim at a particular consumer group, UNIQLO's clothing is aimed at global customers, not just for some people.

There is no such a limit. UNIQLO hopes to design clothes that everyone can wear, easy to match.

"We need to help their lives. For example, he feels that I need this thing in my life, I may not have been aware of it before, and then come to our store to find out that I want it. We mainly pursue clothes that everyone needs.

In fact, there are many clothes and clothes that are not needed in the world, but what we need to do is clothes that we really need. It may be the pursuit of functional warmth or coolness.

He said.

Design Director

Takizawa Naoki also has his own views on this.

He believes that the fashion trend advocated by UNIQLO is constantly pursuing new ideas.

In a sense, UNIQLO has something to do with clothing, which is different from simply pursuing fashion.

He said that UNIQLO injected elements of fashion into functional products and finally formed functional beauty. This explains the fashion trend. If this is wrong, it will be swallowed up by the fashion trend, without its own uniqueness, and also losing the characteristics and strength of UNIQLO.

UNIQLO is also very committed to focusing on its main business.

For the question of whether UNIQLO would sell furniture and other product categories like Muji, Katsuda Yukihiro said that UNIQLO was started from a garment enterprise in principle, so it hoped to make the clothing industry the ultimate. The clothing industry sounds very simple, but it is very complicated.

"In fact, development is very time consuming and energy consuming. Now we have no plan to develop other career areas."