UNIQLO Is Struggling In The US. What Should We Learn From Everlane?

In the tenth year of the American land, UNIQLO still failed to earn American money.

The sales of UNIQLO in Greater China increased by 46.3% over the same period last year. The performance in South Korea and Australia is also higher than expected, and the performance in Southeast Asia has increased steadily.

But when it comes to America, pride is gone.

XXX did not disclose the amount of loss in UNIQLO's US market.

But according to Goldman Sachs analysis, in the last fiscal year, UNIQLO's losses in the US could reach $84 million, which will continue until the 2016 fiscal year.

This is not because of the United States.

No, in the 2014 fiscal year, the sales of Inditex brand of ZARA parent company in the US market reached US $2 billion 700 million, which exceeded the sales in the Greater China region in the 2015 fiscal year of UNIQLO. The total sales in the US market in the first three quarters of H&M2015 increased 22% over the same period last year, and the total number of stores reached 381, which is nearly 10 times that of UNIQLO.

They are all brands that focus on basic products and pay attention to product quality. What should UNIQLO do to Everlane in the US market?

market positioning

In the eyes of American consumers, there is a very unified understanding that Japanese brands mean "high technology" and "high price". The once brilliant high-tech companies and Japanese designer brands such as Wakubo Rei, Yamamoto Teruji and even Japanese restaurants are also famous for their popularity.

So in the American imagination, UNIQLO should be expensive, so ordinary consumers avoid it.

Consumers who don't care much about price expect UNIQLO to be high-tech, but they don't understand the high-tech principles of clothing.

According to the New York Times survey, in cities without UNIQLO, many consumers think a man's V collar is 250 dollars, but actually it is less than 100 yuan.

In the eyes of American consumers, Everlane 15 dollar T-shirts, 98 dollar dresses and 130 dollar cashmere sweaters have made consumers have a deep-seated symbolic impression, clear the brand's market positioning, and let consumers realize this, which is imperative for UNIQLO in the US market.

Marketing initiatives

The American market is flooded with many local and European fast fashion brands, and the brand of UNIQLO is far from competitive.

This is another problem of UNIQLO: brand marketing does not match the added value of products.

From the beginning of the fleece, to the current Heattech and AIRism, these are the most proud and technological content of UNIQLO.

Heattech series achieves heat preservation effect, AIRism series can absorb sweat quickly, suitable for summer.

These are the values that distinguish UNIQLO from other brands in the United States.

{page_break}

But it does not show this to American consumers: in the US, Heattech and AIRism are not yet household names.

Even if its technology is high, the American consumers do not know.

Because it has never introduced itself.

There are too many advertisements and explanatory descriptions in UNIQLO in the United States, which are not humorous enough to cause illusions.

It's not sexy enough.

For American consumers who do not know this brand, such ads are very confusing.

Everlane's online advertising is very concise. It mainly reflects the inspiration of product design and collocation, and the related materials and processes are embodied in the official website and labels.

Compared with the fact that complex information is displayed in advertisements, consumers are confused. The primary role of advertising marketing is to establish consumers' impression of brands. First of all, achieve this point and then go to the education market.

UNIQLO has realized that more efforts should be made to educate American consumers and tell them who UNIQLO is.

Products are not fashionable enough.

In addition to positioning, marketing, brand cooperation and the stereotype of American consumers on Japanese brands, UNIQLO's design is not fashionable enough to let it play a role in the US market.

Everlane's clothing is also basic, but it has more sense of design. The basic colors and styles combine the popular elements: Stereotactic and profile structure, which makes Everlane a fashionable crowd.

UNIQLO is a thorough basic and coat, and rarely combines cutting and innovation.

however

We have begun to realize this problem and cooperate with brands, designers and stars to offer limited cooperation edition.

Judging from the current market reaction, it is a threefold achievement: narrowing the distance from American consumers, increasing the exposure of products in the media, and enriching the product line of the global market.

But the conventional one.

How to buy American consumers is a big problem before UNIQLO.