UNIQLO Innovation Marketing Clothing Brand Success Road

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Xiaobian network to introduce the UNIQLO fun marketing mode of innovation, the global clothing brand title like this!

The era of "attracting fresh food and eating all over the world" is gone forever. Your products are good enough, but sales are always mediocre.

It sounds harsh, but that's the fact.

In today's society, but from the product, the difference is not obvious, but to become famous.

If consumers are familiar with and accepted, they must change their rigid marketing thinking and make different marketing models.

At this point, UNIQLO has been very successful.

In fact, the product of UNIQLO is not much different from that of the ordinary clothing store, but the reason is that the uniqo is a huge international clothing brand. The reason is that the uniqo doesn't focus on the clothing. On the contrary, he sells a kind of service and is a kind of physical test. He makes the meticulous management extreme and makes the customers step into their stores and feels the different "tall" different from other brand stores. It is this style that distinguishes between the uniqo and other brands in the consumer's heart and stands out.

Display window

The window display of UNIQLO has always been a delight to the industry.

When summer is approaching, in the flagship store of Huaihailu Road, Shanghai, China, the theme of the window is the combination of beach, sunshine and other elements. The colors are bright and bright, and the items such as umbrellas and sun visor are all arranged.

In UNIQLO, the visual merchandising department is responsible for displaying the store, and the shelf display is led by the Department responsible for store layout.

Every month, the visual merchandising department at headquarters will issue the overall collocation instructions to the visual merchandising team in the store, which will carry out specific matching according to the instructions.

order

The store planning of UNIQLO reflects the principle of "efficiency".

The main partition method is "long channel + small lattice", which maximizes the use of the store space. The storage type display has both formed a rich image in the visual sense, and can also strengthen its "self-help shopping".

Location.

At present, the commodity in UNIQLO store has covered the two seasons of summer and autumn. Therefore, from the entrance, elevator to the "long passageway" in the deep store, consumers see the order of goods from summer to autumn, from T-shirts, shirts and other tops to trousers.

On the arrangement of colors and patterns, UNIQLO's display purpose is arranged from shallow to deep, from cool to warm colors. The order can be specified as "red oranges, beige, green, blue and violet".

The pattern is displayed by monochromatic and wave dots to fringes. This is also the best way to match shopping behavior.

There is a special commodity that does not follow this principle: skirt or other clothes that are fashionable and need to be recommended.

A shopkeeper of a shop in Huaihailu Road told reporters that one of the principles of UNIQLO is "putting attractive products in the depths of stores, attracting customers to come in".

service

Although UNIQLO emphasizes self-service shopping, "shop assistants do not give advice to consumers, do not affect customers' fitting experience", but this is not entirely fixed.

In three special cases, the salesmen will help each other voluntarily: when the consumer stays in front of the shelf for more than 3 seconds, when he touches the merchandise, and when he takes it up.

"We will continue to tour around the venue to see if customers need help.

If they say they want to see it, we will let them go. "

Music

If the shop is likened to a person, then lighting and music will play a decisive role in his personality.

In UNIQLO stores, even during the daytime, they will be brightly lit and create a bright, clean and tidy shopping environment. Music, the music of UNIQLO is mostly simple rhythm and melody.

But these highly recognizable background music create a sense of urgency to some extent, making it easy for consumers to have a quick shopping (or possibly leave quickly).

What's interesting is that although most music sounds "static" for a long time, in fact, every month, UNIQLO headquarters sends new dishes to branches.

It is through all kinds of details, no matter what the consumers think or not, they have achieved the ultimate goal. It is this kind of "obsessive compulsive disorder" like management that makes UNIQLO's image in the minds of consumers stand out in many fashion brands and become successful.

Building brand and developing enterprises sometimes need more creative thinking instead of focusing on products only.

Do you understand?