Strategic Interpretation Of Other Companies Under UNIQLO And Fast Marketing

Few people pay attention to John Jay, and most of the media are watching Ryui Masa, founder of fast selling group.

John Jay is responsible for all brands of fast marketing group, including Helmut Lang, Theory, Comptoir des Cotonniers and so on, as well as the largest brand UNIQLO of XXX group.

Let's introduce John Jay first. We joined the Xun marketing group in 2015. Our position is vice president of global creativity, responsible for all marketing, design and other creative ideas.

Before joining the fast retailing business, he worked for Wieden & Kennedy, and was also a EVP and creative director at Bloomingdale's.

John, who has just entered the Xun marketing group for a year, has received an interview with campaignasia.

It has also been interpreted by the outside world as an important move for UNIQLO's attempt to speed up its internationalization. Today, he tries to explain the problems faced by UNIQLO from the perspective of creativity, and what he wants to do in the future as a creative president.

Last year this year, they were using "service life" to express themselves.

The booklet presented in the store is more like a small magazine with good binding, but of course there is a product of UNIQLO, but it goes beyond a simple introduction. It is committed to putting the brand of UNIQLO into people's lives.

In this regard, they use some "spokesmen" to express, such as athletes Kei Nishikori and Adam Scott, star Ni Ni, Columbia University anthropologist Laurel Kendall, and actress Ichikawa Ennosuke IV.

They will say something like "break the tradition" and "create something new" to create the face of UNIQLO.

Of course, it will introduce the technology of UNIQLO, which is itself a main selling point, such as HEATTECH's Powers of warmth, A Jean generation's traditional blue dyeing technology.

"But these are very basic things. For the US market, the key is not to develop some special fabrics, or even to do a lot of marketing, but to open a lot of shops is not the key. The key is to know the consumer's idea whether we are doing things with consumers."

John said.

How to maintain harmony

The problem of connection is probably the thing that all brands are doing and want to do well.

John's idea is "culture". He tries to connect UNIQLO with the spirit of the times. "The spirit of the times is coming and going. It's not easy to catch them."

Previously, UNIQLO was ridiculed as "unibare" in Japan, because it became popular and became a very mainstream aesthetic consumption.

To solve this problem, John thinks that he must be connected with art and Culture -- he himself is a contemporary art lover. This paper is a picture of John at the Portland Museum of art.

Keep fresh and keep pace with the times.

The choice is to keep in touch with interesting people and create links with contemporary art and even sub culture and art, such as creating art salons and cultural (virtual) communities.

Behind this incident, Ryui Masa's full support is the backing of John. He is a dreamer and can put his dream into action and become a reality.

According to the interview, he is a natural person, often making decisions with a passion and a moment of inspiration, such as taking Wieden + Kennedy to Japan, and personally flying to Tokyo to interview startups.

John personally expressed that Ryui Masa's vision and ambition made him determined to join the fast selling group. It happened that he was also seeking a "dramatic stride" in his career. Although he did not yet know exactly what the "big step" was, what he said was "a fire in his heart" when he talked with Ryui Masa.

"Why don't I join?" he thought so.

Then there is a job similar to creative director. We need to study different brands and channels in depth, and develop the tone of the style of the company and service.

He said, "he has participated in all aspects of the brand, and these works will be reflected in the products in the next few years".

"At present, UNIQLO's performance in Asia is very good, especially in Korea and China, but sales in the US market have been sluggish. This year's target marketing volume was originally $1 billion 600 million, but it could not be achieved because of the blind expansion of 2.86 billion dollars in the US.

"

Do you still remember Ryui Masa's 2020 plan? In order to get a higher marketing target, it is the most effective way to look at the rapid expansion at present. Look at China, all over the world are opening up new stores, and have maintained the speed of about 100 yuan a year.

"But we can't get any significant results in expanding our stores in numbness," John said. At present, UNIQLO has 42 stores in the United States and opened 17 new stores last year.