What Is The Market Situation Of Oriental Aesthetics And Western Fast Food Culture?

UNIQLO can become a hegemony in the Far East, and has its deep roots in the eastern culture of the spinal cord, including the love of "basic funds", the path preference for making garments, and even the homely propaganda of brand stories. It seems that the shadow of technology companies can be seen vaguely and addicted to technology and can not extricate themselves.

Ryui Masa, the founder of the magazine, once told the US magazine that the only competitor of UNIQLO is not Gap, but apple. Compared to "fast fashion", Ryui Masa thinks that UNIQLO should be a technology company.

But the fate of UNIQLO and apple is obviously different, even if UNIQLO's thermal conductive fabric Heattech and the carbon fiber fabric of the Boeing 787 airliner of the United States come from the same high-tech Japanese supplier. This kind of technology story that attracts Japanese customers and pursue perfection is not known to most Americans.

For fashion, UNIQLO is also different from western fast food culture.

In the book "the secret of the global sale of UNIQLO," Misaki Sato, the famous commodity display designer of UNIQLO, believes that UNIQLO is not a fashion brand, but a TokyuHands that provides all the parts needed for life and helps consumers structure their daily lives.

That is to say, UNIQLO sells fashion elements instead of fashion itself. "We are just providing some objects that allow consumers to freely assemble and create. It represents Japanese culture, a simple but joyful force."

Misaki Sato explained.

You can actually find the same fashion traits in MUJI, Japan, and other Japanese brands - simple, simple, but not stereotype.

UNIQLO emphasizes the "fashion casual brand from Japan". The whole environment is a publicity for modern minimalism. Everything is simple and bright. Products are placed in the exclusive store center without much distraction. These seem to convey a message: you want to buy UNIQLO, because it shows a very Cool Japanese fashion.

Whether it's tonality, brand and design, UNIQLO is deeply immersed in the atmosphere of Japan and even Eastern culture.

In all aspects of art, Japanese design emphasizes the harmony with nature and the love of natural materials, and in a concise form, the essence of materials.

However, this kind of minimalism which contains Oriental Zen is very clumsy and heavy when it comes to the fashion interest of the American people.

Even in Japan, the younger generation, which is deeply influenced by the trend of Europe and America, is becoming more and more complex in the attitude towards UNIQLO.

NHK in Japan conducted an interesting test in the first half of 2015 to investigate the reasons why Japanese young people "regret to purchase UNIQLO".

In the survey sample, 27.2% of Japan

There are too many people wearing the same clothes.

23.2% of young people are too cheap to regret.

In fact, to a certain extent, this reflects young people's complex mentality: they want to express themselves through personalized clothes, but they can not refuse UNIQLO's low price strategy.

"I want to raise this brand to a higher level. The first task is to let the whole world know the real us.

People either misunderstand us or basically don't know us. "

Global creative chairman John C Jay said.

When Asian immigrants first came to the American society, because they did not know how to adapt, the most direct way was to study hard, score high scores, and let the people around them look at the super excellent results. There were only a few ways to prove themselves.

The problem of UNIQLO is difficult. It can not be closed to practice, and it is difficult to change the belief rooted in oriental aesthetics. For 15 years, UNIQLO can not find the clue of how to adapt to the western fast food and unrestrained pluralistic society.

Besides, the consumption habits of consumers in the central part of the United States are also a big problem.

People are used to buying discounted products at supermarkets such as WAL-MART, which are not sensitive to the quality of clothing.

This time, UNIQLO opened its store in Chicago, and its prospects deserve attention.

Of course, UNIQLO.

The embarrassing situation may not only lie in monotonous style, lack of publicity and arbitrariness, and acclimatized consumption habits.

The problem also lies in the fact that Japanese culture is domesticated, while American culture is inclusive. The aesthetics of UNIQLO is to domesticate the introverted masses who are equally influenced by Confucian beliefs by the technical pursuit of low-key, repressive and self seeking, but the culture of American society is self driven and encourages the spirit of cowboys to show themselves.

When UNIQLO believes that its own Japanese characteristics can be popularized into international fashion, the International United States is turning the UNIQLO into a multicultural and fashion trend through invisible hands.