Problems Faced By UNIQLO Brand Building

The development has been obvious to all. In order to occupy more markets and maintain its sales, how does UNIQLO plan to go?

First, enter more product areas: in addition to daily leisure, business, leisure, sports and leisure products line is increasing.

This will undoubtedly increase more competitors, and even in the future will grab some sports brand leisure sports business, such as Adidas sales growth rate of the brilliant NEO brand.

UNIQLO's sports range sells for only 1/5 or less of Nike.

Second, in order to maintain growth, UNIQLO needs to open up more areas.

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This includes China's three tier cities, including Europe and the United States.

The clothing market has long been "just cheap and can not be sold out". If there is no clear image of the brand, more brand premium and extension, it will easily be replaced by a competitor in the regional market, and it is difficult to expand into more fields such as sportswear and so on, and achieve greater ambition.

First, cross-border integration, the use of mature brand elements to expand the brand extension of UNIQLO.

This year, for example, we have joined hands with Disney.

UNIQLO hopes to borrow Disney elements to bring the feeling of "FUN (Le Qu)" and "MAGIC (Mo Li)" to the brand.

So the product and advertising will be stronger than before.

In terms of product embodiment, the two cooperation products will be extended to hundreds of single products such as clothing, footwear and toys, of which 2/3 of adult target products account for.

In advertising, the theme of MAGIC FOR ALL (service life, wonderful experience) is aimed at the FUN (Le Qu) rather than the appearance of the adult.

While cross-border cooperation will become a long-term trend, UNIQLO and New York Museum of Contemporary Art and other different fields, traditional and distinctive brand symbol partners have strengthened the overall brand's richness and perception.

Second, join hands.

The introduction of limited special design funds will enhance UNIQLO's more fashionable, pursuit of minimalist design and taste, and more popular voice.

The appearance of this technique is a special limited amount, while the inside is the penetration of the more fashionable fashion circle, the different class fashion vogue opinion leaders.

Third, a variety of means to strengthen content marketing, create a "public perception of LifeWear service life philosophy".

The most significant change in the recent work of John Jay, the 2015 LifeWear spring and summer manual, runs through what he is good at telling the reader in a way of telling stories.

He invited Nathalie Emmanuel, the actor of the American drama "power game" and the movie speed and passion 7, to interpret his understanding of fashion and wear. He pformed the clothing catalog into a product magazine with interviews and answers from different professional UNIQLO consumers.

This reminds reporters of the famous IKEA Handbook, which highlights not the product but the living situation that can be perceived by the overall collocation.

In mainland China, the main project in 2014 was "excellent" and "how to educate consumers to match their clothes".

In the future, UNIQLO will also use a variety of means, especially digital interactive marketing projects, to highlight this "experience, experience and perception of life style".