UNIQLO Push UT Series Success

UNIQLO UT tidal current tour is held at flagship store in Victoria Plaza, Guangzhou. It displays the four major themes of this year's spring and summer through the cartoon "Meng", "cool art", "fashion tide" and "movie interest" UT series. In addition to Guangzhou, the tour is also being staged in Beijing, Chengdu, Shanghai and Shenzhen. In fact, the UT series has become the most representative commercial selling mode of UNIQLO, while domestic brands are trying to draw lessons from them. The trend of T-shirts is a breakthrough for young consumers.

On the same day, reporters at the UNIQLO UT trend show saw that apart from the Disney's cooperation with the Mickey Mouse series, the British retro printing series with Liberty, the Sanrio cooperation series, the SPRZ SPRZ marvel and the New York joint series and so on, the most popular concern was the joint series of UNIQLO and trend master KAWS, which was launched in April 25th. Compared with the price of thousands of Yuan before the KAWS design, this time with UNIQLO's joint UT series a T-shirt price of only 99 yuan triggered a panic buying rush.

The success of the KAWS series is not the case of UNIQLO, and the cooperation between UNIQLO and communications application LINE and cooperation with wave artist Kusama Yayoi has led to the rush to buy. It is the combination of fashion culture and the integration of UT series marketing into the most representative commercial marketing mode of UNIQLO.

　　 Uniqlo The success of the UT category has led many domestic casual wear brands to see the "breakthrough" role of T-shirts category. On the one hand, it is easy to display the image and temperament of the brand itself; on the other hand, compared with other categories, T-shirts are more viscous and have an obvious pulling effect on sales volume. Consumer It often buys more than one item at a time, and the rate of repeat purchase is relatively high. Reporters also learned from insiders that although the price of T-shirts category is very low, it is less than 100 yuan, but its gross margin level is not low enough to reach about 40%, which is even higher than the gross profit margin of general clothing products.

Everyone chose the fashion T-shirt as a breakthrough at the beginning. The advertisements made by young idols such as Han Han, Wang Luodan, Li Yuchun, Huang Xiaoming and so on, promoted the sale of all the objects overnight, and promoted the sale of T-shirts which were known as "VT". In 2011 alone, all customers jointly launched 120 VT designers, including thousands of original animation, culture and other concept themes, which sold more than 10 million pieces in that year. After that, when the people who fall into the valley want to turn over again, the choice is still. T-shirt Category, last month, the new series of T-shirts on the line of literature and art youth announced that they were still there.

When UNIQLO first printed the T-shirt as "UT", it only printed a cheap T-shirt printed with popular cartoon characters and brand Logo. UNIQLO focused its attention on the industrial production mode, and set up a complete mechanism from printing cooperation, fabric selection, production distribution to final sales, thereby greatly reducing the price of T-shirts, and constantly adding various printing patterns to attract customers.

But since 2006, CEO Liu Chi, a fast selling group of UNIQLO parent company, has invited the famous Japanese designer Misaki Sato and the artistic director of UNIQLO to transform UT into a product that adds to the fashion elements of UNIQLO. In 2008, when UNIQLO's second entry into the Chinese mainland market was a great success, Pan Ning, the then general manager of China region, once said, "UT is definitely the second important node of UNIQLO's success." Since 2009, UNIQLO positioned UT series as a design t-shirt collection with designers and artists from all over the world, and has launched dozens of series of more than 1000 UT products annually.

The domestic casual wear brand, Mei bang, has also tasted sweetness from T-shirt category. From the 2009 Transformers series, with the momentum of the Transformers 2 movie embedding, this series of T-shirts sold more than 1 million items, and the brand popularity and sales performance of Smith Barney surged in this year. In the second year, with the authorization of nearly 20 cartoon characters from DreamWorks, he launched his own MTEE series to become the tide card that has been sought after by young consumers. The performance of these printed T-shirts has also become one of the highlights of his current earnings. This year, mebang combined with super IP Disney cooperation, MTEE will have most of the image of Disney authorized, and there are different heroes and Pixar and Disney's movie series, hoping to boost sales.