UNIQLO Hosts Star Party

Uniqlo

Most of the rotary models in the flagship store of Huaihailu Road, Shanghai are wearing hot push pants.

Kun brother... Kun...

Kun brother... "

On Saturday afternoon, the top floor of the flagship store at the Huaihai middle road of universites is full of fans.

They all came to see the idol Chen Kun.

At the moment, Chen Kun is standing on the stage of the shopping mall aisle, wearing a black T-shirt, silver grey sports jacket and black knitted shorts, and UNIQLO.

"I usually buy Uniforms, comfortable and stylish," Chen Kun fulfilled his job as a spokesman for UNIQLO China. The brand name came to him. "UNIQLO's clothes can make people younger."

As the voice dropped, fans screamed again.

This is UNIQLO in order to promote single products.

Organized by

Activities - Star "bunch" party.

The activities are mainly divided into two parts: Chen Kun chooses tailored embroidery for his own trouser trousers; later, he will work with stylists to make a cross dressing match for his lucky fans.

Such an event will also be held in Beijing. Another Chinese spokesman, Ni Ni, will also be present in his pants.

August 6th afternoon UNIQLO Shanghai Huaihailu Road flagship store top floor activity site

Customers who recently shoped at UNIQLO would get such an information card when they signed up for the "bunch" party at the checkout time.

Rather than simply trying to boost the sales of this single product through these two activities, UNIQLO values the long-term impact of activities on customers - making brands no longer a synonym for basic funds, and gradually linking them with the keywords of fashion, fashion and lifestyle.

The logic is not difficult to understand.

In 2013, UNIQLO changed its brand slogan from "Made for All (benefit people)" to "LifeWear" in order to take a more favorable position in competition with fast fashion brands.

The resulting change is the link between UNIQLO's emphasis on product functionality and clothing and customer life.

This requires UNIQLO products to become more stylish, keep up with the trend, and even lead fashion.

This is also the reason why UNIQLO is constantly collaborated with designers and has rich UT products every season, and recently introduced the former design director of Hermes and set up a new product line for it.

So, aiming at this goal, starting from the basic product line, emphasizing that wear and wear is the best remedy for products with relatively normal product styles.

Take this activity as an example, UNIQLO has prepared 3 pairs of life pants, wind, commuter wind and sportswear - jeans, knitted fabrics and knitted pants, and T-shirts, shirts, knitted sweaters and so on. The style is vivid and easy to learn.

Chen Kun presented souvenirs for 3 lucky fans who completed the cross dressing.

Observing the trend of other similar brands will also find that holding such an activity is a general trend.

Pushing the time back to the summer a year ago, UNIQLO's sister brand GU and Tmall collaborated in Beijing to launch similar activities through single product promotion.

The main character of the time was "broad leg pants", and the purpose of the activity was to create GU for the same day shop in Tmall, and to highlight the brand's youthful and fashionable image.

Similarly, the Japanese brand Muji, which is rooted in the hearts of customers in the basic image of the brand, has also launched the clothing consultancy service in the past two years, and has started the competition of clothing with the theme of single product as the theme, so as to create a more youthful and fashionable image of the brand apparel product line.

UNIQLO's urgency in this regard is even higher.

MUJI products are more categories, clothing is only one of them, and the brand image of other kinds of products is jointly created. Its clothing can at least leave people with the impression of "cool".

GU is a brand image with young, fashionable and low price when entering the market. There is no trouble of seeking change and breakthroughs in the later stage.

In comparison, the style of UNIQLO is still obscure, and the most impressive one is "basic money".

The protagonist of the event is a pair of jeans and professional pants that are improved through sports pants.

It is not overnight to change the brand image.

So if you look at this event, if you see Chen Kun on the stage wearing a pair of pants and a lucky fan with a full set of styled pants as the leading role, you can decide to buy a pair of pants.

If you can still feel that UNIQLO is becoming fashionable and trendy through this activity, it will be a success for UNIQLO.