UNIQLO'S Long-Awaited Marketing: Use Brain Waves To Help You Choose Clothes.

The story is always one after another...

I remember that at the beginning of the Beijing Sanlitun UNIQLO indecent video leakage, many people were on the Internet "you didn't even see it".

Some columnists even pformed themselves into a "vulgar but effective marketing event", pointing out how UNIQLO used "obvious racket" and "instant burst".

And even "shake it out" is "laying the groundwork for the virtual fitting room".

Fortunately, when the incident is over, the truth is revealed: the public video has nothing to do with UNIQLO.

In fact, if people really play the game, marketing can be more advanced than those of "truth emperor".

Though it sounds ridiculous, many people suffer from phobia.

They often face a pile of clothes at the brand store and wonder what they want.

In order to save you from the trouble of choosing clothes, by selling 600 different styles of T-shirt this season, UNIQLO has launched a "hoop" that can help users choose clothes in its Australian store to earn their own cry.

This product is produced by the combination of the electroencephalogram sensing technology of Dentsu ScienceJam of Japan and the sensors produced by Silicon Valley NeuroSky company.

Specifically, we use head mounted neuroscience instruments to measure the mood of customers, and match the mood with the T-shirt of 600 colors in the store.

Finally, pick out a satisfactory dress for you.

This black technology has a nice name called UMood.

During the test, the consumer will sit on the chair opposite the big screen and wear the same head mounted device as the figure below.

Later, UNIQLO will play several short videos to consumers, and each paragraph will represent more than 10 different emotional atmospheres.

At this time, sensors close to the forehead will monitor and record the changes of brain activity when consumers watch videos.

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Then, through the algorithm in the system, the responses of the brain to the emotional atmosphere can be classified into five categories: interest, love, concentration, stress and sleepiness.

Then, the system automatically paired the emotional response with the previous T-shirt, which was divided into different emotional intervals by research, so as to help customers select the clothes that are most suitable for the current situation.

Australian comedian Benjamin Law has experienced this black technology.

After wearing the equipment, he began to watch a series of videos: women in the forest, kittens, cherry blossoms in bloom, and a dancer.

Soon the algorithm chose his state at this point to calm down, and began to show him different clothes on the screen, thereby monitoring his brain wave response.

Finally, the system chose a green T-shirt with toy story.

For this result, Benjamin said that this thing is true. "Green really fits my state, and I am a fan of Pixar."

But now this is black.

It is used only in Sydney and Melbourne, Australia, but UNIQLO says it will be applied to other cities if it works well.

Do you think the effect they say is the accuracy of the measurement? I don't think so.

Although technology occupies an important position in the whole affair, the whole game should be more like a marketing strategy incorporating technology.

UNIQLO hopes to get more potential users' attention, so that more people can go to UNIQLO to try black technology, and then take out the T-shirt recommended by the hoop.

In short, this is a more advanced marketing solution than video leakage.