UNIQLO Collaborate With J.W. Anderson For Sale

According to the world clothing shoes and hats net,

Slow down, fast fashion and big names.

What about the series?

The cooperation with J.W. Anderson was officially launched in September 22nd.

British designer Jonathan Anderson is the creative director of Loewe. Some people who are concerned about fashion may not be unfamiliar with his design. Before Loewe, the red envelopes Puzzle series came from his handwriting. Her personal brand J.W. Anderson highly recognizable Logo bag and nose ring package were also the explosions in niche brands.

Loewe Puzzle package, JW Anderson Logo bag, nose wrap

At the Tmall flagship store at UNIQLO, the series was on sale at 0 o'clock on 22, selling 2000 sweaters with the highest sales volume in one hour.

Since 2007, UNIQLO has launched a joint venture with international first-line designers almost every year, and the design styles of various designers have even been integrated into the style of UNIQLO.

UNIQLO has collaborated with designers including Jil Sander, Theory founder Andrew Rosen, and France's supermodel Ines de la Fressange since the five quarter of 2009, and UT partners include Disney, Line, Lego, New York Museum of modern art, and so on.

The most successful one in the fall was the joint name of Christophe Lemaire, former creative director of Hermes, in the fall of 2015. The excellent design plus the gimmick of "hundreds of dollars to buy Hermes design" made the joint money quickly robbed. In 2016, UNIQLO launched the UNIQLO AND LEMAIRE second projectile, and Lemaire herself joined UNIQLO as art director in June last year.

Uniqlo * Lemaire cooperation series

An endless stream of joint names

In the fast fashion field, H&M is the first to cross the border, and the joint names of H&M and UNIQLO are also in the dark.

H&M has been associated with dozens of brands and designers such as Versace, Lanvin, Alexander Wang, Kenzo and so on since 2004. This year's H&M designer joint partner is British brand ERDEM, which will be launched in November this year.

Because ERDEM's reputation is not big enough among ordinary people, H&M has also taken a short shot to introduce his design style.

"Buying a big name design at a fast fashion price" is the reason why many people are eager to join the fast fashion alliance. Some successful joint buyers often appear in queues.

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Successful joint names require two brands to be differentiated and complementary.

For big brands, cooperation with more popular and popular brands can narrow the gap with young people.

At the beginning of this year, Louis Vuitton issued joint joint venture with Chao brand Supreme. Some people thought that the biggest beneficiary was LV because it opened the market for young people.

This is even more true after China has hip-hop with the tide card. Supreme is the representative of "cool" in the eyes of young people, while LV is always facing the danger of brand aging.

For top top designers, it is often a combination of fame and wealth to join the fast fashion brands like UNIQLO and H&M.

There are huge differences between the customers of fashion frontiers and fast fashion. The names of designers of luxury brands are rarely perceived by ordinary consumers. People tend to remember the brand rather than the designer.

Once combined with the fast fashion brand facing the general public, designers can not only get a huge sales division, but also increase exposure rate, quickly enhance brand awareness, and assemble a group of potential fans and customers.

For example, H&M Erdem Moralioglu, a joint designer this year, has greatly increased the exposure rate with tags such as "H&M joint name" and "Kate Princess".

Few designers or brands have publicly expressed no joint names.

French luxury luxury jewelry brand Cartire (Cartier) is an exception. Its image, style and heritage director, Pierre Rainero, told the media in 2011 that there was no plan to make a joint name. He claimed that their products came from the interior designers, and their design represented the brand itself, so there was no need to cooperate with the designers outside the group.

For UNIQLO, another purpose of joining the fashion designers is to open up the European and American markets and integrate the fashionable elements of Europe and America into the design of UNIQLO.

Because of the difference between culture and aesthetics, the main brand of UNIQLO has not really launched the brand recognition in the European and American markets. UNIQLO has only 1 million 160 thousand concerns on Instagram, while H&M has about 22000000.

Only in this year's joint name, although the popularity of JW Anderson in the fashion industry is much larger than that of ERDEM, H&M's joint promotional film has been broadcast over 46 times on Instagram, while UNIQLO's joint posters are only six thousand or seven thousand.

Fast fashion is slowing down. Can designers jointly boost sales?

In recent years, fast fashion brands in China have been frustrated. The most obvious manifestation is the closure of the core business circle and the slowdown of growth.

In the middle of this month, H&M shut down the store of three floors in Xidan, Beijing. Meanwhile, H&M's sales growth rate in China has maintained double-digit or negative growth for two consecutive years, and its growth rate almost reached 20% before 2015.

Earlier in February, ZARA closed its flagship store in Chengdu, once its largest flagship store in China.

Compared to H&M and ZARA, UNIQLO's life is relatively comfortable, but it also faces the slowdown of sales growth in Greater China.

The latest quarterly report of fiscal year 2017, released by Xun group, shows that the strong growth of UNIQLO's overseas market is mainly due to the excellent performance of Southeast Asia, Oceania and South Korea, while the Greater China region only mentioned in the earnings report that the "sustained profit growth" was mainly due to the promotion activities of holidays and the strong sales volume in summer.

As the young people increasingly pursue individuality and more and more brands are stationed in shopping malls, the basic quality of high quality and low price will no longer go anywhere.

UNIQLO has always been known for its simple design and high quality and low price, but its fashion is not as fast as that of other fast fashion brands. It also faces challenges in attracting young people.

UNIQLO announced the cooperation with JW Anderson in March this year, and announced the design of the joint fund in July. In the two weeks, it also actively promoted the joint name of the upcoming shelves on micro-blog every day. Obviously, it has high hopes for the series.

Although we are collaborated with designers in the fashion industry, we can clearly feel that the joint name of the brand seems to have aroused less and less response.

Thinking about the first joint issue of H&M and Karl Lagerfeld, creative director of Chanel and Fendi in 2004, the product was sold out in a few hours.

In recent years, with the increase of joint funds, the routine has been more and more understood by customers.

For example, last year, the joint name of H&M and KENZO came out of lack of interest because of too much novelty. In 2011, there was even a large number of returns in H&M and VERSACE series.

This year, whether it is UNIQLO or H&M's joint venture, the heat caused by the Internet is also very common, and no one is worried that it will not be robbed.

Nowadays, cross boundary joint names of various brands have become a common marketing method.

The gimmick of big designer and fast fashion brand itself is also difficult for customers to pay for it. People are more concerned about the fact that the brand name is not cool, and whether the design of the product is fashionable, special, and whether the quality is cross.

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