UNIQLO Pformation And Upgrading Farewell Fast 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 and get rid of the fashion trend.

Brand image, dedicated to the design and production of high quality clothing, is working hard with H&M, ZARA and TOPSHOP.

Brand demarcation line.

In order to provide consumers with "non one-time and high quality" clothing, UNIQLO launched a LifeWear Series in 2013.

Ryui Masa, CEO of fast marketing group, said: "

Focus only on the latest trends and trends.

We are concerned about completely different things. In the brand concept, LifeWear refers to high quality, fashionable and affordable daily 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.

U.S.A

Forever 21 has been declining for a long time. Consumers are beginning to wake up. They are getting tired of Forever 21's low quality and cheap products. Analysis indicates that Forever 21 will close more stores in the future.

It is different from other fast fashion brands' simple plagiarism Fashion Week show and big trend data analysis.

We have increased investment in fabric procurement and slowed down the renewal cycle of fashion styles. Liu Jing, who is receiving an interview with the US media, said: "it is not easy to provide them with a higher level of professional knowledge, experience and unique designer inspiration than to provide direct fashion products to consumers.

The leader ZARA completed the garment design and production process within two weeks.

Taking the opposite approach now, the design and production cycle of clothes usually takes about a year. From the production cycle, the brand of UNIQLO is no longer a definition of fast fashion.

And other low cost, high-speed operation.

The brand is different. UNIQLO has increased the research and development of new materials. Ji Shengtian, vice president of advanced research and design of fast marketing group, said that UNIQLO and synthetic fiber manufacturer Dongli group are long-term strategic partners. The series of garments made by 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, it is also better known than the well-known high-end brands.

Joint launch of the special series, its popularity in the world is gradually rising.

The high-end cooperative brand of UNIQLO has been launched in 2007, and the brand and its cooperation so far.

Including Jill Sander, +J and Liberty, including Vogue Carine, Roitfeld editor in chief.

Last year

In collaboration with former Hermes creative director Christoph Lemaire, we launched a high-end series and received high acclaim and sales growth.

Last week

Christoph Lemaire takes office

After the artistic director became the headline of fashion news,

On the way to get rid of the fast fashion brand image and go to the high quality brand, it seems that a step forward has taken place. Christoph Lemaire also runs his own brand name Christoph Lemaire while he is in office. Finally, he chose to resign from the creative director of Hermes and focus on his own business.

In this brilliant talent

After being taken over by UNIQLO at the new R & D center in Paris and the artistic director of the high-end Uniqlo U series, people can not help questioning whether he can really adapt himself to this new role.

Some analysts pointed out that with the recent exposure of a large number of

The ugly reality behind the brand, such as sweatshops, human rights abuses and environmental hazards, obviously wants to get rid of these fast fashion negative images as soon as possible.

Now, more and more consumers are withdrawing from this cycle of consumption of mediocrity, no longer buying cheap mass production.

Brand is choosing 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 say that UNIQLO quit.

The movement of the camp is that the performance of the company has met with bottlenecks, which 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%.

take the reverse into consideration

The rapid growth of the parent company in the second quarter of this year deteriorated and the second annual profit growth forecast was lowered second times. The company said that it was mainly affected by the global warming and the negative impact of consumers on the demand for winter clothing, while the company's profits fell 30.2% in the first three quarters of the fiscal year.