UNIQLO Wants To Draw A Line With Fast Fashion And Pform To High-End Brand.

In the early twenty-first Century, due to

The combination of high-end design and low price is welcomed by more and more consumers. However, in recent years, it has been found that there are serious problems in fast fashion system, such as illegal hiring of workers, poor quality and wasteful consumption caused by cheap fashion.

UNIQLO has always been a fast fashion brand in the eyes of the public. However, according to American media, its parent company Xun marketing group is planning to pform UNIQLO into the direction of high quality clothing brand, get rid of the fast fashion brand that only focuses on fashion trends, focus on the design and production of high quality clothes, and strive to draw a line with the fast fashion brands such as H&M, ZARA and TOPSHOP.

In order to provide consumers with "

UNIQLO launched a LifeWear Series in 2013.

CEO Ryui Masa, a fast retailing group, said: "with fast fashion only focusing on the latest trend of trends, UNIQLO is concerned about completely different things. In the brand concept, LifeWear refers to the high quality, fashionable and affordable, comfortable everyday clothes."

The CEO has said that UNIQLO will become the world's top apparel retailer in 2020, and is expanding its annual rate of 100 in mainland China.

Unlike other fast fashion brands, simply copying the fashion week show and promoting the trend of big data analysis, UNIQLO has increased investment in fabric procurement and slowed down the renewal cycle of fashion styles. Liu Jing is receiving an interview with the US media: "compared to providing fashion products directly to consumers, it is not easy to provide them with a higher level of professional knowledge, experience and unique designer inspiration to provide simple basic daily clothing to them."

The fast fashion leader ZARA has completed the garment design and production process within two weeks. UNIQLO now takes the opposite approach. Its design and production cycle usually takes about a year. From the production cycle, UNIQLO brand is no longer a definition of fast fashion.

Unlike other low-cost, fast moving fast fashion brands, UNIQLO has increased the research and development of new materials. Ji Shengtian, vice president of advanced research and design of fast retailing group, said that UNIQLO and synthetic fiber manufacturer Dongli group are long-term strategic partnerships. The series of garments made by the HEATTECH insulation fabrics developed by the company has been one of the best selling products of UNIQLO.

Ryui Masa said, though

The popularity in the US market is far less than that in Japan. But with the improvement of UNIQLO clothing quality and the introduction of special series with well-known high-end brands or designers, its popularity in the world is gradually increasing.

The high-end cooperative brand of UNIQLO has been launched in 2007, and its brands and designers to date include Jill Sander, +J and Liberty, as well as Carine Roitfeld, the former editor of Vogue France.

Last year, UNIQLO launched a high-end series with Christoph Lemaire, a former creative director of Hermes, and gained high acclaim and sales growth.

Last week, designer Christoph Lemaire became the art director of UNIQLO, and UNIQLO seemed to take another step in getting rid of the fast fashion brand image to the high quality brand. Christoph Lemaire also ran its own brand name Christoph Lemaire in his term of office. Finally, he chose to resign as the creative director of Hermes and focus on his career.

After the brilliant designer takes over the new director of Paris's new research and development center and the high-end Uniqlo U art director, people can't help questioning whether he can really adapt to the new role.

Some analysts pointed out that with the recent exposure of a lot of fast fashion brands behind the ugly reality, such as sweatshops, human rights violations and environmental hazards, UNIQLO obviously wants to clear away these fast fashion negative images as soon as possible.

Now, more and more consumers are withdrawing from this cycle of constantly consuming mediocrity, no longer buying cheap fast fashion brands of mass production, and are making choices about the availability and morality of clothing.

For the pformation of the high-end line recently launched by UNIQLO, analysts say at least the change in brand definition helps consumers to improve overall brand image and generate desire to buy.

However, there are also opponents who point out that the move of UNIQLO to quit the fast fashion camp is that the company's performance has met with bottlenecks, and is obviously suppressed by ZARA and H&M.

According to the first quarter earnings report released by Inditex group, the parent company of Zara, the company's performance once again showed strong growth of 12% over the same period last year. This strong momentum has extended to the second quarter. During May 1st to June 13th, turnover on the basis of a constant exchange rate soared by 15%.

On the contrary, UNIQLO's parent company has been deteriorating in the second quarter of this year, and its profit growth expectations have been cut down for the second time. The company said that it was mainly affected by the global warming and consumers' negative impact on the demand for winter clothing, and the company's profits fell 30.2% in the first three quarters of the fiscal year.