Analysis Of Ten Reasons Why UNIQLO Does Not Want Fast Fashion Labels

The camp broke up, and it was completed in two weeks with ZARA.

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UNIQLO now takes the opposite approach in its production process, and its design and production cycle usually takes about a year.

UNIQLO abandons fast fashion label, no longer one of the top four fast fashion brands in the past, or needs pformation and upgrading.

UNIQLO focuses on high quality clothing and doesn't want to be a cheap term.

The fast fashion camp has split up. It is different from ZARA's design and production process in two weeks. UNIQLO now takes the opposite approach. Its design and production cycle usually takes about a year.

In order to provide consumers with "non one-time and high quality" clothing, 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.

UNIQLO is increasingly weak in the US, and is no longer Primark.

The Japanese brand Uniqlo UNIQLO may have crashed for two times in the US market. The 2020 200 store plan, which was launched in 2013, has not only been ruined, but in the fierce competition, Uniqlo's UNIQLO has closed 5 stores in the United States since January.

According to reports, Uniqlo UNIQLO has closed 5 stores in Connecticut, Denmark, New Jersey, Cherry Hill, Pennsylvania, willow grove, California Beiling and New York stetton island.

In response to the setback of the US market in Uniqlo UNIQLO, investors have called for Fast Retailing to sell again. However, some investors say that sticking to the US market will help enhance brand influence and visibility, and can be sold at a higher price for higher profits in other markets.

With the current situation of Fast Retailing fast selling group, it is clear that the former part of the analyst's proposal is more realistic. The latter part of the analyst's proposal has proved to be wrong, and Uniqlo UNIQLO is correcting its pricing strategy.

When UNIQLO wants to pform itself, it must let the fast fashion go back to the black pot.

UNIQLO fetched the definition of "fast fashion" to the concept of "poor quality". What does it want to do? It always reveals a thick conspiracy.

Speak with data and facts.

Let's take a look at UNIQLO's 15 and 16 year financial statements: UNIQLO Fast Retailing released 9~11 months of 2015 (International Accounting Standards), showing that net profit was only 48 billion yen, down 30% from the same period last year, and the profit fell in 5 years in the 9~11 quarter.

Sales amounted to 520 billion 300 million yen, an increase of 8% over the same period last year.

In the first half of 2016, the fast released global sales rose to 1 trillion 11 billion 600 million yen (about 60 billion 870 million yuan), but operating profit dropped 33.8% to 99 billion 300 million yen (about 5 billion 980 million yuan). In the performance report, Ryui Masa said: "the performance of this phase is not qualified, only 30 points.

The data for two years are worth pondering, sales growth and net profit decline.

Strategically, it is expanding, and the number of outlets is increasing, but the overall profit is declining.

In the meantime, similar brand H&M and GAP net profit data also drop one after another, the domestic fast fashion brand Baleno was directly on Tencent financial headlines a few days ago, "the extremely rare domestic clothing giant falls 250 million yuan to be sold".

It seems that "fast fashion" is really out of the question. Pessimism and self-help are flooding the whole clothing retail market. Coincidentally and borrowing, the whole clothing retail market seems to be brewing something unknown.

UNIQLO stepped up efforts to restructure and improve brand fashion and create clothing empire.

Recently, the Japanese clothing brand UNIQLO is ready to play its mass production capacity, create an empire of clothing, so that shelves can be filled with products that are close to the people and are of high quality, such as down garments, underwear and T-shirts.

The retailer, which has 1734 chain stores and products in 17 countries, now wants to defeat the Western giants Gap, H&M and Zara and become the world's largest fashion producers.

In a highly competitive casual fashion market, the size of an enterprise is very important, but it does not guarantee success. Analysts say that the biggest challenge of UNIQLO is to develop its own brand identity, not only to provide products with high quality and low price.

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Columnist Cheng Weixiong's view: ten reasons why UNIQLO does not want fast fashion labels

1, fast fashion has already passed the sense of novelty among the Chinese people. The so-called fast fashion really meets the needs of the second tier market, but it can not go deep into the three or four line of the real Chinese market.

2, fast fashion labels mean that fashion trends are more sensitive and agility, speed and freshness.

3, fast fashion brand clusters, through several years of market inspection, consumers have more fully experienced the so-called fast fashion style in Europe and America, actually in the fashion label of cheap brand;

4, fast fashion brands can not meet the needs of consumers' lifestyles, but their homogenization and low price performance have seriously restricted their sales growth in China.

5, fast fashion brands, including UNIQLO, are popular parity brands in their local brands, but in order to embody their tall brands in China's local market, brand positioning is all high, and they deliberately avoid docking with local brands such as the United States, Semir, YISHION and other local brands.

6, the improvement of brand positioning has indeed satisfied the consumer demand of consumers who are unaware of fashion in recent years. It just caters to the desire of foreign brands in the pformation stage of domestic channel mode to the shopping center, and the opportunity of the super local brand treatment to the rapid development of the so-called international fast fashion brand group.

7, the failure of UNIQLO to enter the local market for the first time has led to the brand positioning of the second entry into the Chinese market, which has just met the good timing of the pformation of the domestic channel mode and saved the business crisis caused by the decline of the domestic market of UNIQLO.

8, UNIQLO's product Joker is not very fast compared with other European and American fast fashion brands, and its price is slightly lower than that of European and American fast fashion brands.

9, UNIQLO, through the rapid development of 3~5 in the second tier market in China, has clearly realized that the brand name of fast fashion label is not really helpful to the 3456 line of UNIQLO sink. It is really not too heavy for fashion or fast 3456 to the Chinese consumer market.

10, how far can UNIQLO suddenly realize the re third choices? To abandon the fashion brands and return to the local parity national brands means that the loss of fashionable consumer groups that have already accumulated in China's second tier market requires a process of brand remolding. At the same time, we must face the competition of many domestic parity brands. Do you have patience with UNIQLO or do you have this opportunity for UNIQLO?

How will we pform and upgrade after the fast fashion brand has been abandoned by UNIQLO, and what kind of fierce competition will soon be involved in the fast fashion brand market?