Coming July Is A Bit Busy For UNIQLO.

Up to now, UNIQLO Chinese market has confirmed that two cooperative funds will be listed in July, respectively, with the UK.

Hana Tajima Muslim cooperation

Series, and menswear series with New York brand Theory.

According to the information provided by UNIQLO, in China, UNIQLO x Theory will be limited to 4 flagship stores (3 flagship stores and 1 flagship stores).

That sounds a bit lacking in sincerity.

However, the cooperation between UNIQLO and Theory was not only in the Chinese market.

Before it came to China, it had first entered the Japanese and American markets more than a week ago.

Theory is a brand founded in New York in 1997. It has a simple urban style and workplace style. It has men's wear line and women's wear line. The brand price is between 200 and 500 dollars.

Theory women's wear

In 2003, Japanese company Link acquired a 89% stake in Theory, while UNIQLO's parent company owned Link Link 47.1% stake, thereby indirectly holding part of the equity stake in the company.

It was not until 2009 that XXX acquired the brand Theory, which is considered to be the way for fast selling companies to expand the international market. Before that, Theory's operation in the US market was quite mature.

Because of its complicated relationship, Theory is an independent brand in the earnings report of fast retailing company, and is also a brand collection name which includes Helmut Lang and PLST brand.

As of the fiscal year 2015, the Theory brand collection has a total of 504 stores worldwide, with annual sales of about 80 billion yen (about 50 yuan billion yuan).

In fact, as early as 2012, UNIQLO had worked with Theory for the first time to launch products including men's wear, women's wear and children's clothing in the market including China. One of the main products was T down down coats. The highest price was $149 (about 1000 yuan).

T down down jacket launched by UNIQLO and Theory in 2012

The cooperation with Theory will bring out three polo shirts and a men's T-shirt (each with 3 or 4 colors). This is the minimum number of single products in UNIQLO's cooperation.

In addition, from the perspective of market strategy, the target of cooperation is mainly in Japan's domestic market, followed by overseas markets such as Europe, America and Asia.

According to reports, UNIQLO x Theory has been the first to visit Japanese stores in June 10th, and has been listed in Limited stores such as the US and other international markets. The time for the Chinese market to be listed is later than that of the Japanese and American markets.