UNIQLO And Fire, Fast Fashion And Luxury Goods Can Achieve A Win-Win Situation?

UNIQLO went on fire again, this time because its product was sold out in a short time.

Over the past few years, fast fashion brands have collaborate with luxury brand designers for many times. This way of recruitment can enhance the performance of the former in the short term and also make the high cold.

More grounded.

In October 9th, UNIQLO (hereinafter referred to as UNIQLO) launched the Uniqlo and Lemaire series with Paris fashion brand Lemaire, which was officially launched in 12 selected stores in Beijing, Shanghai, Guangzhou, Nanjing, Shenzhen, Wuhan, Xi'an, Chengdu and 8 official flagship stores of UNIQLO.

It is understood that the series of 2015 autumn and winter series of 55 single products, including 30 women's clothing, 25 men's wear, mainly knitted and jackets.

The day coincided with the day when UNIQLO Shanghai Nanjing West Road world flagship store was reopened and opened. According to a lady who was patronized by the same day, "the scene is quite spectacular. It is no exaggerate to describe people by sea."

She recalled to the new financial observer reporter, "I just feel that it is worthwhile to buy a luxury design at parity."

The reason why Ms. Wang thinks that the design of luxuries is mainly because the designer of the series Christophe Lemaire (Christopher Lemerre) has been the design director of Hermes's dress.

In the words of Ms. Wang, "I can not afford the products of Hermes, and I think it is profitable to buy products of the same design level at this price."

There is no way to verify how many consumers have the same idea as Ms. Wang, but popularity is inevitable.

Public information shows that in Tmall's official flagship store of UNIQLO, more than 50 of the products were online for 15 minutes, and more than half of them were robbed.

_ueditor_page_break_tag_

An employee from the Shanghai headquarters of UNIQLO told the new financial Observer: "the flagship store in Nanjing West Road has a target sales of 1 million 500 thousand on that day, and finished less than three hours on the same day. The final sale was about 4000000, and the total sales in the first three days were about 8000000."

Although it is internal staff, but "we have to queue up, and finally did not snatch."

According to the sales data provided by the staff, the new financial observation reporter verified the official of UNIQLO, saying: "the sales situation of flagship stores in Nanjing West Road is extremely hot that day, and the specific sales data can not be disclosed."

Gimmick?

UNIQLO's external publicity materials show that "Lemaire brand focuses on the concept of the wearer itself, which is exactly the same as UNIQLO's" life service ", and the pursuit of comfort, quality and style can make life better.

At the same time, Lemaire also considers itself "not a luxury brand. We are committed to making classic quality."

This is what UNIQLO strives for.

But it is undeniable that for consumers, especially Chinese consumers, the more prominent than the Lemaire brand is its founder, Christophe Lemaire, who had been the director of women's clothing design in Hermes.

As a result, "selling the design of Hermes at the price of UNIQLO" has become the biggest marketing and the most gimmick to stimulate consumer behavior.

Liu Jianxiu, a senior advisor to CIC, said: "the selling point of the cooperation mode between fast fashion brands and top designers is to enable consumers to buy high-end design services at a more affordable price. Consumers prefer to buy clothes rather than experience.

He told the new financial observer.

Cheng Weixiong, general manager of the clothing industry expert and Shanghai Liang Qi Brand Management Co., Ltd. does not see that people who buy luxury goods will not buy products from UNIQLO, and those who buy uniformed products will not buy luxuries, but they want to have the opportunity to experience the design of luxury goods.

This implies a great deal.

Buying psychology.

Cheng Weixiong believes that although Christophe Lemaire is the former design director of Hermes, it has nothing to do with Hermes in strict sense. "But the important marketing point must come from Hermes."

He said to the new financial observer, but he also pointed out that "in fact, the quality of UNIQLO can not be achieved, and some accessories and workmanship can not be done according to the standards of luxury goods."

_ueditor_page_break_tag_

For this statement, the internal staff of UNIQLO think that "materials are not the same, it can not be a simple design change."

This is not easy to say.

Win-win?

UNIQLO is not the first fast fashion brand to work with luxury designer. In this field, H&M is called the originator.

Almost 10 years ago, almost every year, H&M launched similar cooperative products, from early Stella McCartney to later Lanvin and Versace, which was recognized by young consumers.

Back to UNIQLO, it had worked with Prada former designer Jill Sander for 3 years.

It is undeniable that UNIQLO, which is famous for its basic fund, chooses similar cooperation to bring new and refreshing feeling to consumers, especially to satisfy the pursuit of freshness for post-90s consumers.

"Absorb some elements from the outside world to tell you that he can not only make the basic payment, but also enhance the brand reputation and consumption experience to a certain extent."

Cheng Weixiong said.

More importantly, fast fashion brands can enhance their taste through the cooperation with luxury brands, so that the brand itself will be closer to the high-end.

In Liu Jianxiu's view, through such cooperation, both fast fashion brands can gain economic benefits and brand promotion.

For luxury brands, under the pressure of external environment such as anti-corruption, it can be more direct and indirect to help more people understand the brand by means of a fast fashion brand.

A few months ago, investment management company Jones Lang LaSalle pointed out that luxury brands may now demand close proximity to fast fashion brands to increase their popularity.

In the past, it was unthinkable to want high cold luxury brands to be neighbors with fast fashion.

"This may affect the image of luxury goods."

Ms. Wang has such doubts.

Liu Jianxiu did not think so.

"Two party cooperation is a good publicity opportunity for luxury brands. Even if consumers experience poor experience at the end, it is also because consumers have high expectations for luxury brand products. Consumers will often blame" poor "on the lack of fast fashion brand production capacity, and will not deny the value of luxury brands.

On the contrary, the greater the sense of fall, the more prominent the value of luxury brands.